Chapter 7-Attitude and Attitude Change

Chapter 7-Attitude and Attitude Change - Chapter 7-Attitude...

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Chapter 7-Attitude and Attitude Change Thursday, March 24, 2011 10:53 PM 1. Attitudes: evaluations of people, objects, and ideas 2. Where do attitudes come from? 1.a. Some are linked to our genes 1.a. Three components of attitudes: 1.a.i. Cognitive component: the thoughts and beliefs that people form about the attitude object 1.a.ii. Affective component: people's emotional reactions toward the attitude object 1.a.i. Behavioral component: how people act toward the attitude object 1.a. Cognitively based attitudes: an attitude based primarily on people's beliefs about the properties of an attitude object 1.a. Affectively based attitudes: an attitude based more on people's feelings and values than on their beliefs about the nature of an attitude object 1.a.i. Stem from people's values or can result from sensory or aesthetic reactions or conditioning 1.a.i. Classical conditioning: phenomenon whereby a stimulus that elicits an emotional response (gma) is repeatedly paired with a neutral stimulus that does not (smell of mothballs) until the neutral stimulus takes on the emotional properties of the first stimulus 1.a.i. Operant conditioning: phenomenon whereby behaviors we freely choose to perform become more or less frequent, depending on whether they are followed by a reward (positive reinforcement) or punishment 1.a.i. Affectively based attitudes: 1.a.i.1. Do not result from a rational examination of the issues 1.a.i.2. Are not governed by logic 1.a.i.1. Are often linked to people's values, so that trying to change them challenges those values 1.a. Behaviorally based attitude: an attitude based on observations of how one behaves toward an attitude object 1.a.i. Only under certain conditions: 1.a.i.1. Initial attitude has to be weak or ambiguous 1.a.i.2. People infer their attitudes from their behavior only when there are no other plausible explanations for their behavior 1. Explicit versus implicit attitudes 1.a. Explicit attitudes: attitudes that we consciously endorse and can easily support 1.a.i.
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This note was uploaded on 03/05/2012 for the course PSYC 260 taught by Professor Traceycallison during the Spring '08 term at UNC.

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Chapter 7-Attitude and Attitude Change - Chapter 7-Attitude...

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