ATTITUDES

LIST YOUR ATTITUDES

• LIST 5 OF YOUR POSITIVE ATTITUDES
1.
2.

3. WHICH TYPE WAS EASIER TO LIST?

4.
5.
• LIST 5 OF YOUR NEGATIVE ATTITUDES
1.
2.
3. WHY DO YOU THINK THAT IS?
4.
5. WHY DO YOU THINK THAT IS?
 IF YOU THINK YOU
CAN,
OR IF YOU THINK
YOU CAN’T,
YOU’RE RIGHT.
YOUR ATTITUDE
DETERMINES YOUR
RESULTS.
 DEFINITION: ATTITUDE

• LEARNED TENDENCY TO RESPOND TO AN OBJECT IN POSITIVE OR

NEGATIVE WAY

•  ATTITUDES INFLUENCE:
BEHAVIOR
ATTENTION ATTITUDE
• OBJECT: ANYTHING TOWARD WHICH WE HAVE AN ATTITUDE
 A: AFFECTIVE COMPONENT •
How the object, person, issue, or
event makes you feel.

COMPONENT B: BEHAVIOURAL
S OF COMPONENT • How the attitude
influences your behavior.
ATTITUDE :
C: COGNITIVE COMPONENT •
Your thoughts and belief about the
subject.
HOW ATTITUDES ARE MEASURED
• SELF-REPORT MEASURES
THE EASIEST WAY TO ASSESS A PERSON’S ATTITUDE ABOUT SOMETHING IS TO ASK.
-SELF-REPORT MEASURES ARE DIRECT AND STRAIGHTFORWARD. HOWEVER, ATTITUDES
ARE SOMETIMES TOO COMPLEX TO BE MEASURED BY A SINGLE QUESTION.
• COVERT MEASURES
ANOTHER APPROACH TO RESOLVE THE ISSUE WITH SELF-REPORT MEASURES IS TO
COLLECT INDIRECT, COVERT MEASURES OF ATTITUDES THAT CANNOT BE
CONTROLLED. THIS IS POSSIBLE THROUGH THE OBSERVABLE BEHAVIOR SUCH AS
FACIAL EXPRESSIONS, TONE OF VOICE, AND BODY LANGUAGE.
• THE IMPLICIT ASSOCIATION TEST (IAT)
IMPLICIT ASSOCIATION TEST (IAT) CREATED BY ANTHONY GREENWALD, MAHZARIN
BANAJI, BRIAN NOSEK, AND OTHERS. -IAT MEASURES THE SHEER SPEED—IN
FRACTIONS OF A SECOND—WITH WHICH PEOPLE ASSOCIATE PAIRS OF CONCEPTS.
 • HOW DID YOU BECOME LIBERAL OR
CONSERVATIVE IN YOUR POLITICAL
HOW
VALUES? WHY DO YOU FAVOR OR
ATTITUD OPPOSE SAME-SEX MARRIAGE?
ES ARE
• WHAT DRAWS YOU TOWARD OR
FORMED AWAY FROM ORGANIZED
RELIGION?
ARE ATTITUDES INHERITED?
• AND ACCORDING TO TESSER, INDIVIDUALS ARE DISPOSED TO HOLD CERTAIN STRONG
ATTITUDES AS A RESULT OF INBORN PHYSICAL, SENSORY, AND COGNITIVE SKILLS,
TEMPERAMENT, AND PERSONALITY TRAITS.

Are Attitudes learned?

Whatever dispositions nature provides to us, our attitudes are often influenced by
our exposure or interaction with other objects or people and any other type of
experiences. Attitudes can be formed through the basic processes of learning. Such
as the classical conditioning of Ivan Pavlov.

Evaluative Conditioning. It shows that implicit and explicit attitudes toward neutral
objects is formed through their association with a positive and negative stimulus, this
happen even in people who are not conscious of this association
 THE LINK BETWEEN ATTITUDES AND
BEHAVIOR
• ATTITUDES IN CONTEXT
ATTITUDES CORRELATE WITH BEHAVIOR ONLY WHEN ATTITUDE MEASURES
CLOSELY MATCH THE BEHAVIOR IN QUESTION. YET, WE ALSO HAVE TO
ACKNOWLEDGE THAT THERE ARE OTHER DETERMINANTS OF SOCIAL BEHAVIOR,
AND ATTITUDE IS JUST ONE OF THEM.

THEORY OF PLANNED BEHAVIOR

• ATTITUDES IN A CULTURAL CONTEXT
KOREA. BO KYUNG PARK AND COLLEAGUES (2013) TELL THIS
STORY: “IN THE HALLWAYS OF A LOCAL LIBRARY IN KOREA, IT IS NOT
UNUSUAL TO SEE INDIVIDUALS IN FRONT OF A VENDING MACHINE,
WAVERING BETWEEN TWO BEVERAGE OPTIONS FOR A WHILE,
EVENTUALLY MAKING A CHOICE BY DOING ‘EENY, MEENY, MINY,
MOE.’
WEST. CULTURES IN THE WESTERN SIDE WHERE INDEPENDENCE IS
HIGHLY VALUED, IT IS COMMON TO SEE OUR ATTITUDES AS A PART OF
WHO WE ARE, EMBODYING OUR VALUES, TASTES, PREFERENCES, AND
PERSONALITIES.
EAST ASIA. CULTURES IN THIS AREA WHERE INDEPENDENCE IS LESS
LIKELY VALUED, A PERSON’S ATTITUDE MAY WELL NOT SHOW THIS
LEVEL OF CONSISTENCY.
 PERSUASION BY COMMUNICATION
Persuasion is the process of changing our attitudes.
Central Route to Persuasion Peripheral Route to Persuasion
 This is when people think hard and critically  This is when people do not think hard or
about the contents of a message and are critically about the contents of a message but
influenced by the strength and quality of the focus instead on other cues.
arguments.  According to Adolf Hitler, “The receptive ability
 Carl Hovland and colleagues (1949, 1953) of the masses is very limited, their understanding
proposed that for a persuasive message to have small; on the other hand, they have a great power
influence, the recipients of that message must of forgetting.” He also believed that human
learn its contents and be motivated to accept it. beings are incompetent processors of
 Anthony Greenwald (1968) and others then information.
argued that persuasion requires a third,  Audiences are not always thoughtful. Sometimes
intermediate step: elaboration—the process of people do not follow the central route to
thinking about and scrutinizing the arguments persuasion but instead take a shortcut through
contained in a persuasive communication. the peripheral route. They respond with little
effort on the basis of superficial peripheral cues.
 
ROUTE SELECTION
• Viewing persuasive communication as the outcome of three factors: a
source (who), a message (says what and in what context), and an
audience (to whom).
• If a source speaks clearly, if the message is important, if there is a
bright, captive, and involved audience that cares deeply about the issue
and has time to absorb the information, then audience members will be
willing and able to take the effortful central route.
• But if the source speaks at a rate too fast to comprehend, if the message
is trivial or too complex to process, or if audience members are
distracted, pressed for time, or uninterested, then the less strenuous
peripheral route is taken
 PERSUASION BY OUR OWN ACTIONS

• ROLE PLAYING: ALL THE WORLD’S A STAGE

ACCORDING TO JANIS, ROLE PLAYING WORKS TO CHANGE ATTITUDES BECAUSE IT
FORCES PEOPLE TO LEARN THE MESSAGE.
SELF-GENERATED PERSUASION HAS SHOWN THAT MORE ATTITUDE CHANGE IS
PRODUCED BY HAVING PEOPLE GENERATE ARGUMENTS THEMSELVES THAN LISTEN
PASSIVELY TO OTHERS MAKING THE SAME ARGUMENTS.

Cognitive Dissonance Theory: The Classic Version

Leon Festinger (1957; Kassin, Fein and Markus, 2017) proposed cognitive
dissonance theory, which states that a powerful motive to maintain cognitive
consistency can give rise to irrational, sometimes maladaptive behavior.
 ALTERNATIVE ROUTES TO SELF-PERSUASION
• SELF-PERCEPTION THEORY
IS THE FIRST SERIOUS CHALLENGE TO DISSONANCE THEORY. - NOTING THAT WE
DON’T ALWAYS HAVE FIRSTHAND KNOWLEDGE OF OUR OWN ATTITUDES, BEM
PROPOSED THAT WE INFER HOW WE FEEL BY OBSERVING OURSELVES AND THE
CIRCUMSTANCES OF OUR OWN BEHAVIOR.
• IMPRESSION MANAGEMENT THEORY
IMPRESSION-MANAGEMENT THEORY, SAYS THAT WHAT MATTERS IS NOT A
MOTIVE TO BE CONSISTENT BUT A MOTIVE TO APPEAR CONSISTENT.
• SELF-ESTEEM THEORIES
ACCORDING TO ELLIOT ARONSON, ACTS THAT AROUSE DISSONANCE DO SO
BECAUSE THEY THREATEN THE SELF-CONCEPT, MAKING THE PERSON FEEL GUILTY,
DISHONEST, OR HYPOCRITICAL, AND MOTIVATING A CHANGE IN ATTITUDE OR
FUTURE BEHAVIOR.
 ETHICAL DISSONANCE
• THE STUDY OF HOW INDIVIDUALS BEHAVE WHEN FACING TEMPTATIONS TO
CHEAT, STEAL, PLAGIARIZE, COMMIT FRAUD, LIE, OR OTHERWISE BEHAVE
UNETHICALLY.
• ALTHOUGH PEOPLE CAN BE INDUCED INTO UNETHICAL BEHAVIOR, RESEARCH
HAS SHOWN THAT HUMAN NATURE IS COMPLICATED BY THE FACT THAT MOST
PEOPLE FEEL BADLY ABOUT THEIR UNETHICAL ACTS EVEN WHEN THEY DO NOT
FEAR EXPOSURE.
• TEMPTATION LURES US INTO THE POSSIBILITY OF AN UNETHICAL BEHAVIOR,
OUR MORAL SELF-CONCEPT IS THREATENED BOTH BEFORE AND AFTER WE DO IT.
CULTURAL INFLUENCES ON COGNITIVE DISSONANCE
• COGNITIVE DISSONANCE IS BOTH UNIVERSAL AND DEPENDENT ON CULTURE. AT
TIMES EVERYONE FEELS AND TRIES TO REDUCE DISSONANCE, BUT CULTURES
INFLUENCE THE CONDITIONS UNDER WHICH THESE PROCESSES OCCUR.

Changing Attitudes
• The most common approach is through communication from others, and we take one out of the
two routes of persuasion: the central route and the peripheral route. Either way, the change in
attitude often precipitates a change in behavior.
• The less obvious means of persuasion originates within ourselves. When people behave in ways
that run afoul of their true convictions, they often go on to change their attitudes
• Cognitive dissonance, self-perception, impression management, and self-esteem concerns.
THANK YOU