Attitudes 10 05 10

Attitudes 10 05 10 - 10/5/2010 Attitudes Chapter 6 The most...

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10/5/2010 Attitudes Chapter 6 The most indispensable concept o Allport (1935) o Attitude: An evaluative orientation toward something o Attitude Object: Any target about which we hold an attitude Sweet, sweet candy – Snicker’s example Attitude Structure o Affect An emotional reaction about and feelings towards the attitude object o Behavior Past behavior toward the attitude object Behavior intentions (for future behavior) toward the attitude object o Cognition Thoughts and beliefs about the attitude object o Univalent Attitude= all of these reactions line up o All go to Evaluative Orientation o When components collide… Intra-attitudinal ambivalence: Condition in which the evaluative tendencies of components of an attitude (typically affect and cognition) disagree with one another Ambivalence Amplification o Ambivalence can be temporarily overcome
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10/5/2010 With one intra-attitudinal structure “winning out” over with the other Leads to Ambivalence Amplification Extreme reactions resulting from the temporary solution to an ambivalent attitude
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10/5/2010 Attitudes Part 2 (10/12/10) Sources of Attitudes o Mere exposure (affect) Mere Exposure Effect
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This note was uploaded on 09/20/2011 for the course PSY 221 taught by Professor Hugenberg during the Fall '08 term at Miami University.

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Attitudes 10 05 10 - 10/5/2010 Attitudes Chapter 6 The most...

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