Coon_19 - Chapter 19 Attitudes Culture and Human Relations...

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Table of Contents Exit Chapter 19 Attitudes, Culture, and Human Relations
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Table of Contents Exit Attitudes and Beliefs Learned tendency to respond to people, objects, or institutions in a positive or negative way Summarize your evaluation of objects Belief Component: What a person believes about the object of an attitude Emotional Component: Feelings towards the object of an attitude Action Component: One’s actions towards various people, objects, or institutions
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Table of Contents Exit Fig. 19.1 Elements of positive and negative attitudes toward affirmative action.
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Table of Contents Exit Attitude Formation Direct Contact: Personal experience with the object of the attitude Interaction with Others: Influence of discussions with people holding a particular attitude Child Rearing: Effects of parental values, beliefs, and practices Group Membership: Social influences from belonging to certain groups Mass Media: All media that reach large audiences (magazines, television) Mean Worldview: Viewing the world and other people as dangerous and threatening
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Table of Contents Exit Attitude Measurement and Change Chance Conditioning: Condition that occurs by chance or coincidence Social Distance Scale: Scale where the degree of a person’s willingness to have contact with a member of another group is measured Attitude Scale: Statements on a scale expressing various possible views on an issue Reference Group: Any group a person identifies with and uses as a standard for social comparison
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Table of Contents Exit Persuasion Persuasion: Deliberate attempt to change attitudes or beliefs with information and arguments Communicator: Person presenting arguments or information Message: Content of communicator’s arguments Audience: Person or group to whom a persuasive message is directed
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Table of Contents Exit Consumer Psychology Applied field that focuses on how consumers behave Marketing Research: Public opinion polling where people are asked to give personal impressions of products, services, or advertising Brand Image: Mental picture consumers have of a product, especially with regard to its emotional meaning
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Table of Contents Exit Cognitive Dissonance (Festinger) Contradicting or clashing thoughts, beliefs, attitudes, or perceptions cause discomfort We need to have consistency in our thoughts, perceptions, and images of ourselves Underlies attempts to convince ourselves we did the right thing Justification: Degree to which one’s actions are explained by rewards or other circumstances
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Table of Contents Exit Fig. 19.2 Summary of the Festinger and Carlsmith (1959) study from the viewpoint of a person experiencing cognitive dissonance.
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Table of Contents Exit Brainwashing Brainwashing: Engineered or forced attitude change requiring a captive audience Generally three steps to brainwash someone: Unfreezing: Loosening of former values and convictions Change: When the brainwashed person abandons former beliefs Refreezing: Rewarding and solidifying new attitudes and beliefs
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Coon_19 - Chapter 19 Attitudes Culture and Human Relations...

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