1 PSY 321 Attitudes & Behavior Dr. Sanchez. 2 What is an attitude?
-
Upload
margaret-mcbride -
Category
Documents
-
view
235 -
download
1
Transcript of 1 PSY 321 Attitudes & Behavior Dr. Sanchez. 2 What is an attitude?
11
PSY 321PSY 321
Attitudes & BehaviorAttitudes & Behavior
Dr. SanchezDr. Sanchez
22
What is an attitude?What is an attitude?
33
What is an What is an Attitude?Attitude?
A positive, negative, A positive, negative,
or mixed reaction to a or mixed reaction to a person, object, or idea, person, object, or idea, expressed at some level expressed at some level of intensity (e.g., love, of intensity (e.g., love,
like, dislike, detest)like, dislike, detest)
44
Four Possible Reactions to Four Possible Reactions to Attitude ObjectsAttitude Objects
Cacciopo, et al. 1997
55
Attitudes are PervasiveAttitudes are Pervasive
There are few things in which we There are few things in which we truly feel neutraltruly feel neutral
When switch on a game (e.g. tennis When switch on a game (e.g. tennis match) you quickly pick sides, even if match) you quickly pick sides, even if you don’t know the players.you don’t know the players.
66
Components of Attitudes: Components of Attitudes: Tripartite ViewTripartite View
CognitiveCognitiveCognitiveCognitive
AffectiveAffectiveAffectiveAffective
BehavioralBehavioralBehavioralBehavioral
AttitudeAttitudeAttitudeAttitude
77
Components of Components of AttitudesAttitudes
COGNITIVECOGNITIVEbeliefs about attitude object (pos & neg)beliefs about attitude object (pos & neg)
AFFECTIVEAFFECTIVEemotions and feelings the object emotions and feelings the object
triggers (pos & neg)triggers (pos & neg)
BEHAVIORALBEHAVIORALreaction toward the object (pos & neg reaction toward the object (pos & neg
actions)actions)
88
Attitude Object: Attitude Object: DENTISTDENTIST
COGNITIONSCOGNITIONS Dentists are friendly.Dentists are friendly. Dentists are expensive.Dentists are expensive.
AFFECTSAFFECTS Dentists make me feel anxious.Dentists make me feel anxious. I like dentists.I like dentists.
BEHAVIORSBEHAVIORS I visit the dentist twice a year.I visit the dentist twice a year. I am a very cooperative patient.I am a very cooperative patient.
99
Why People Have AttitudesWhy People Have Attitudes
Value-Expressive function: Express who Value-Expressive function: Express who we arewe are
Ego-defensive function: Protect Self-Ego-defensive function: Protect Self-Esteem Esteem
Instrumental function: Obtain awards, Instrumental function: Obtain awards, avoid punishmentsavoid punishments
Knowledge function: understand people Knowledge function: understand people and eventsand events
1010
How Attitudes Are Measured: How Attitudes Are Measured: Self-Report MeasuresSelf-Report Measures
Attitude Scale: A multiple-item Attitude Scale: A multiple-item questionnaire designed to measure a questionnaire designed to measure a person’s attitude toward some person’s attitude toward some object.object.– e.g., Likert Scalee.g., Likert Scale– 1 = not at all; 3 = somewhat; 5 = very 1 = not at all; 3 = somewhat; 5 = very
muchmuch
1111
How would you respond to these How would you respond to these questions?questions?
Old Fashioned RacismOld Fashioned Racism– ““I would mind if a Black family moved I would mind if a Black family moved
next door”next door”– ““Whites are more intelligent than Whites are more intelligent than
Blacks”Blacks” Old Fashioned SexismOld Fashioned Sexism
– ““Women should stay home and not Women should stay home and not worry about having a career”worry about having a career”
– ““Men should be in charge of all major Men should be in charge of all major decisions”decisions”
1212
How Attitudes Are Measured: How Attitudes Are Measured: Self-Report MeasuresSelf-Report Measures
Bogus Pipeline: A phony lie-detector Bogus Pipeline: A phony lie-detector device that is sometimes used to get device that is sometimes used to get respondents to give truthful answers respondents to give truthful answers to sensitive questions.to sensitive questions.
1313
How Attitudes Are Measured: How Attitudes Are Measured: Covert MeasuresCovert Measures
Observable behaviorObservable behavior Measures of arousal Measures of arousal
Facial ElectromyographFacial Electromyograph (EMG): An (EMG): An electronic instrument that records electronic instrument that records facial muscle activity associated with facial muscle activity associated with emotions and attitudes.emotions and attitudes.
1414
The Facial EMGThe Facial EMG
When people hear a message they agree with, there is increase in depressor and zygomatic muscles and decrease in corrugator and frontalis muscles.
1515
How Attitudes Are Measured: How Attitudes Are Measured: The Implicit Association Test The Implicit Association Test
(IAT)(IAT) Based on notion that we have Based on notion that we have
implicit attitudes.implicit attitudes.
Implicit Association Test (IAT): Implicit Association Test (IAT): Measures the speed with which one Measures the speed with which one responds to pairings of concepts.responds to pairings of concepts.
1616
toxictoxic
pleasant unpleasant
1717
RutgersRutgers PrincetonPrinceton
1818
happyhappy
Rutgersor
pleasant
Princetonor
unpleasant
1919
Rutgers or
pleasant
Princetonor
unpleasant
2020
Interpreting Reaction TimesInterpreting Reaction Times
Faster responding to positive words Faster responding to positive words when Rutgers is paired with pleasant when Rutgers is paired with pleasant = positive implicit attitude toward = positive implicit attitude toward RutgersRutgers
Faster responding to positive words Faster responding to positive words when Princeton is paired with when Princeton is paired with pleasant = positive implicit attitude pleasant = positive implicit attitude toward Princetontoward Princeton
2121
Findings IATFindings IAT
Self over OtherSelf over Other White over BlackWhite over Black Young over OldYoung over Old Males with Careers over Women with Males with Careers over Women with
CareersCareers Women with Family over Men with Women with Family over Men with
FamilyFamily Limitations of IAT?Limitations of IAT?
2222
Explicit & Implicit CorrespondenceExplicit & Implicit Correspondence
Average correspondence is .24Average correspondence is .24
2323
Where do attitudes Where do attitudes come from?come from?
2424
GENESGENES: Twin studies: Twin studies• high correlations on attitude high correlations on attitude
strength and content for strength and content for identicals raised together OR identicals raised together OR apart!apart!
• significantly lower for significantly lower for fraternalsfraternals
2525
Genetic Genetic Influences on Influences on
AttitudesAttitudes
Olson et al., 2001.
2626
Origins of Attitudes: Origins of Attitudes: Social ExperiencesSocial Experiences
Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings of an based on people’s feelings of an
attitude object (not on beliefs)attitude object (not on beliefs)
Sources of Affectively Based Sources of Affectively Based AttitudesAttitudesvaluesvaluesmere exposuremere exposureclassical conditioningclassical conditioning
2727
Origins of Attitudes: Origins of Attitudes: Social ExperiencesSocial Experiences
Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings of an based on people’s feelings of an
attitude object (not on beliefs)attitude object (not on beliefs)
Sources of Affectively Based Sources of Affectively Based AttitudesAttitudesvaluesvaluesmere exposuremere exposureclassical conditioningclassical conditioning
2828
Origins of Attitudes: Origins of Attitudes: Social ExperiencesSocial Experiences
Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings & values based on people’s feelings & values
of an attitude objectof an attitude object
Sources of Affectively Based Sources of Affectively Based AttitudesAttitudesvaluesvaluesmere exposuremere exposureclassical conditioningclassical conditioning
2929
Mere ExposureMere Exposure
The tendency to develop The tendency to develop more positive feelings more positive feelings
toward objects & toward objects & individuals the more we individuals the more we
are exposed to them.are exposed to them.
3030
Mere Exposure:Mere Exposure:Mita and colleagues Mita and colleagues
(1977)(1977) Photographed Photographed
women students on women students on campuscampus
Showed Ps picture & Showed Ps picture & mirror image of printmirror image of print
Which do you like Which do you like better - “regular” or better - “regular” or mirror image print?mirror image print?
3131
Mere Exposure:Mere Exposure:Mita and colleagues Mita and colleagues
(1977)(1977) 2/3 of Ps preferred 2/3 of Ps preferred
the mirror printthe mirror print
61% of their close 61% of their close friends preferred friends preferred the actual picturethe actual picture
Ps were more Ps were more exposed to exposed to mirrored image so mirrored image so like them morelike them more
3232
Origins of Attitudes: Origins of Attitudes: Social ExperiencesSocial Experiences
Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings & values based on people’s feelings & values
of an attitude object (not on beliefs)of an attitude object (not on beliefs)
Sources of Affectively Based Sources of Affectively Based AttitudesAttitudesvaluesvaluesmere exposuremere exposureclassical conditioningclassical conditioning
3333
Classical ConditioningClassical Conditioning
The case whereby a stimulus that The case whereby a stimulus that elicits an emotional response is elicits an emotional response is repeatedly experienced along with repeatedly experienced along with a neutral stimulus that does not, a neutral stimulus that does not, until the neutral stimulus takes on until the neutral stimulus takes on the emotional properties of the the emotional properties of the first stimulusfirst stimulus
3434
Stimulus 1Stimulus 1(mothballs)(mothballs)Stimulus 1Stimulus 1(mothballs)(mothballs)
Stimulus 2Stimulus 2visits to grannyvisits to granny
Stimulus 2Stimulus 2visits to grannyvisits to granny
Pleasurable Pleasurable FeelingsFeelings
Pleasurable Pleasurable FeelingsFeelings
Stimulus 1Stimulus 1(mothballs)(mothballs)Stimulus 1Stimulus 1(mothballs)(mothballs)
Pleasurable Pleasurable FeelingsFeelings
Pleasurable Pleasurable FeelingsFeelings
Affectively Based Attitudes:Affectively Based Attitudes:Classical ConditioningClassical Conditioning
3535
Got Milk?Got Milk?
3636
Stimulus 1Stimulus 1MilkMilk
Stimulus 1Stimulus 1MilkMilk
Stimulus 2Stimulus 2SupermodelSupermodel
Stimulus 2Stimulus 2SupermodelSupermodel
Pleasurable Pleasurable FeelingsFeelings
Pleasurable Pleasurable FeelingsFeelings
Stimulus 1Stimulus 1MilkMilk
Stimulus 1Stimulus 1MilkMilk
Pleasurable Pleasurable FeelingsFeelings
Pleasurable Pleasurable FeelingsFeelings
Affectively Based Attitudes:Affectively Based Attitudes:Classical ConditioningClassical Conditioning
3737
Where Do Attitudes Come Where Do Attitudes Come From?From?
GENESGENESTwin studyTwin study
SOCIAL EXPERIENCESSOCIAL EXPERIENCESaffectively basedaffectively basedbehaviorally basedbehaviorally based
3838
Origins of Attitudes:Origins of Attitudes:Social ExperiencesSocial Experiences
Behaviorally Based AttitudesBehaviorally Based Attitudesbased on people’s observations based on people’s observations
of how one behaves toward an of how one behaves toward an attitude objectattitude object
Sources of Beh. Based Attit.Sources of Beh. Based Attit.Bem’s Self-Perception TheoryBem’s Self-Perception TheoryOperant ConditioningOperant Conditioning
3939
What are your attitudes about What are your attitudes about
liberal politicians?liberal politicians?
BehaviorBehavior
““Now that I think Now that I think about it, I only voteabout it, I only votefor conservatives.”for conservatives.”
BehaviorBehavior
““Now that I think Now that I think about it, I only voteabout it, I only votefor conservatives.”for conservatives.”
AttitudeAttitude
““I guess I don’tI guess I don’tlike liberal like liberal politicians.”politicians.”
AttitudeAttitude
““I guess I don’tI guess I don’tlike liberal like liberal politicians.”politicians.”
Self-Perception TheorySelf-Perception Theory
4040
Origins of Attitudes:Origins of Attitudes:Social ExperiencesSocial Experiences
Behaviorally Based AttitudesBehaviorally Based Attitudesbased on people’s observations based on people’s observations
of how one behaves toward an of how one behaves toward an attitude objectattitude object
Sources of Beh. Based Attit.Sources of Beh. Based Attit.Bem’s Self-Perception TheoryBem’s Self-Perception TheoryOperant ConditioningOperant Conditioning
4141
Operant Operant ConditioningConditioning
The case whereby The case whereby behaviors that people behaviors that people
freely choose to perform freely choose to perform increase or decrease in increase or decrease in
frequency, depending on frequency, depending on whether they are followed whether they are followed by positive reinforcement by positive reinforcement
or punishmentor punishment
4242
BehaviorBehavior TowardToward
An ObjectAn Object
BehaviorBehavior TowardToward
An ObjectAn Object
+ Reinforce-+ Reinforce-ment or ment or
PunishmentPunishment.
+ Reinforce-+ Reinforce-ment or ment or
PunishmentPunishment.
Pos or NegPos or NegAttitudeAttitude
toward the toward the ObjectObject
Pos or NegPos or NegAttitudeAttitude
toward the toward the ObjectObject
Behaviorally Based Attitudes Behaviorally Based Attitudes & Operant Conditioning& Operant Conditioning
e.g., playing e.g., playing with a child of with a child of another another racerace
+ reinforcement+ reinforcement - parents’ approval- parents’ approvalPunishment - parents’Punishment - parents’disapprovaldisapproval
4343
Do attitudes predict Do attitudes predict behavior?behavior?
4444
The Weak Link The Weak Link Between Attitudes and BehaviorBetween Attitudes and Behavior Why did early work find a weak Why did early work find a weak
attitude-behavior link?attitude-behavior link?
4545
General Attitudes and Specific General Attitudes and Specific BehaviorsBehaviors
Must be correspondence between Must be correspondence between level of specificity of attitude and level of specificity of attitude and behavior.behavior.
For example, to predict recycling at For example, to predict recycling at work, do you ask:work, do you ask:– How do you feel about recycling?How do you feel about recycling?– How do you feel about recycling office How do you feel about recycling office
paper?paper?
4646
Study of married women’s use of birth controlStudy of married women’s use of birth control
Ps asked a series of attitude questions - general to Ps asked a series of attitude questions - general to specific (e.g., will U use birth control in next 2 specific (e.g., will U use birth control in next 2 years)years)
Two years later asked Ps if they had used birth Two years later asked Ps if they had used birth control since the interviewcontrol since the interview
Correspondence of SpecificityCorrespondence of Specificity(Davidson & Jaccard, 1979)(Davidson & Jaccard, 1979)
4747
Attitude Attitude Attitude-BehaviorAttitude-Behavior MeasureMeasure CorrelationCorrelation
Att. toward birth controlAtt. toward birth control .08.08
Att. toward birth control pillsAtt. toward birth control pills .32.32
Att. toward using birthing control pillsAtt. toward using birthing control pills .53.53
Att. toward using birth control pills Att. toward using birth control pills
during the next two yearsduring the next two years .57.57
Correspondence of SpecificityCorrespondence of Specificity(Davidson & Jaccard, 1979)(Davidson & Jaccard, 1979)
4848
Predicting Planned Predicting Planned BehaviorsBehaviors
Theory of Planned Behavior Theory of Planned Behavior
(Ajzen & Fishbein)(Ajzen & Fishbein)
Behavioral Behavioral IntentionIntention BehaviorBehavior
4949
Predicting Planned Predicting Planned BehaviorsBehaviors
Theory of Planned BehaviorTheory of Planned Behavior
Specific Specific AttitudeAttitude
Subjective Subjective NormsNorms
BehavioralBehavioralIntentionIntention BehaviorBehavior
PerceivedPerceivedBehavioralBehavioral
ControlControl
5050
Predicting Planned Predicting Planned BehaviorsBehaviors
Theory of Planned BehaviorTheory of Planned Behavior
Specific Specific AttitudeAttitude
Subjective Subjective NormsNorms
BehavioralBehavioralIntentionIntention BehaviorBehavior
PerceivedPerceivedBehavioralBehavioral
ControlControl
5151
Predicting Planned Predicting Planned BehaviorsBehaviors
Theory of Planned BehaviorTheory of Planned Behavior
Specific Specific AttitudeAttitude
Subjective Subjective NormsNorms
BehavioralBehavioralIntentionIntention BehaviorBehavior
PerceivedPerceivedBehavioralBehavioral
ControlControl
5252
Will Rachel attend the COLDPLAY Concert?Will Rachel attend the COLDPLAY Concert?
Specific Specific AttitudeAttitude
Subjective Subjective NormsNorms
PerceivedPerceivedBehavioralBehavioral
ControlControl
5353
Theory of Planned Behavior:Theory of Planned Behavior:Subjective NormsSubjective Norms
FishbeinFishbeinmeasured Ps’ attitudes and subjective measured Ps’ attitudes and subjective
norms (what do your friends think) about norms (what do your friends think) about engaging in premarital sexengaging in premarital sex
attitudes and subjective norms predicted attitudes and subjective norms predicted sexual behaviorsexual behavior
men more influenced by subjective normsmen more influenced by subjective normswomen more influenced by own attitudeswomen more influenced by own attitudes
5454
Predicting Planned Predicting Planned BehaviorsBehaviors
Theory of Planned BehaviorTheory of Planned Behavior
Specific Specific AttitudeAttitude
Subjective Subjective NormsNorms
BehavioralBehavioralIntentionIntention BehaviorBehavior
PerceivedPerceivedBehavioralBehavioral
ControlControl
5555
Theory of Planned Behavior:Theory of Planned Behavior:Perceived Behavioral ControlPerceived Behavioral Control
Azjen & Madden (1986)Azjen & Madden (1986)do attitudes & subjective norms do attitudes & subjective norms
alone predict grades?alone predict grades?
Combination of attitudes & Combination of attitudes & subjective norms only moderately subjective norms only moderately related to actual gradesrelated to actual grades
must take into consideration must take into consideration behavioral control!!behavioral control!!
5656
Strength of the AttitudeStrength of the Attitude
Why do some attitudes have more Why do some attitudes have more influence on behavior?influence on behavior?
Why are some attitudes stronger Why are some attitudes stronger than others?than others?
5757
Determining the Determining the Strength of an AttitudeStrength of an Attitude
Does the issue directly affect one’s Does the issue directly affect one’s own outcomes and own outcomes and self-interestsself-interests??
Is the issue related to Is the issue related to deeply helddeeply held philosophical, political, and religious philosophical, political, and religious values?values?
Is the issue of Is the issue of concernconcern to one’s to one’s close friends, family, and social in-close friends, family, and social in-groups?groups?
5858
Factors That Indicate the Factors That Indicate the Strength of an AttitudeStrength of an Attitude
How consistent is the person’s How consistent is the person’s behavior with attitude?behavior with attitude?– Walking the talkWalking the talk
How was the information on which How was the information on which the attitude is based acquired?the attitude is based acquired?– Personal experience vs. second-handPersonal experience vs. second-hand
Has the attitude been attacked?Has the attitude been attacked?– Stronger if attackedStronger if attacked
How accessible is the attitude to How accessible is the attitude to awareness?awareness?
5959
Strength & Accessibility Strength & Accessibility (Fazio)***(Fazio)***
we can measure the strength of a we can measure the strength of a person’s attitude by seeing how person’s attitude by seeing how accessible it is in memoryaccessible it is in memory
if an attitude is if an attitude is highly accessiblehighly accessible, , then it then it comes to mind quicklycomes to mind quickly
if an attitude is if an attitude is highly inaccessiblehighly inaccessible, , then it then it comes to mind much slowercomes to mind much slower
6060
Do Attitudes Predict Do Attitudes Predict Behavior?Behavior?
IT DEPENDS!IT DEPENDS!
One Key FactorOne Key FactorSpontaneous BehaviorsSpontaneous BehaviorsPlanned/Deliberative Planned/Deliberative BehaviorsBehaviors
6161
Attitudes & Spontaneous Attitudes & Spontaneous BehaviorsBehaviors
(Fazio, Powell, & Williams, (Fazio, Powell, & Williams, 1989)1989)
Role of accessibility in Ps’ Role of accessibility in Ps’ attitudes & behaviors toward attitudes & behaviors toward consumer itemsconsumer items
Ps rated their attitude toward Ps rated their attitude toward several productsseveral products
6262
Attitudes & Spontaneous Attitudes & Spontaneous BehaviorsBehaviors
(Fazio, Powell, & Williams, (Fazio, Powell, & Williams, 1989)1989) Accessibility Accessibility
assessed by how long it took Ps to assessed by how long it took Ps to respond to questions about the respond to questions about the productsproducts
BehaviorBehaviorplaced ten of the products in two rows placed ten of the products in two rows
of fiveof fivePs could take one product homePs could take one product home
Results??Results??
6363
Attitudes & Spontaneous Attitudes & Spontaneous BehaviorsBehaviors
(Fazio, Powell, & Williams, (Fazio, Powell, & Williams, 1989)1989)
To what extent did Ps’ attitudes To what extent did Ps’ attitudes toward the products predict their toward the products predict their behavior?behavior?
Depends on accessibilityDepends on accessibilityattitude-behavior consistency was attitude-behavior consistency was highhigh
among Ps with among Ps with accessible attitudesaccessible attitudes
attitude-behavior consistency was attitude-behavior consistency was lowlow among Ps with among Ps with inaccessible attitudesinaccessible attitudes
6464
Next Week: Bring in an ADNext Week: Bring in an AD
Persuasion!Persuasion!
6565
Be Prepared To:Be Prepared To:
Which route of persuasion Which route of persuasion advertisement is using?advertisement is using?
What persuasion cues are present What persuasion cues are present in the ad?in the ad?