Attitude Psychology

Cognitive Dissonance theory

*Counter-attitudinal behaviour* When a dude holds a belief & performs an act that's inconsistent with it, dissonance is produced. Since it's difficult to take back the action itself, dissonanace is then relieved by a change in attitude. this is known as attitude-discrepant behaviour Clash of belief and actions. It will be relieved by a change of attitude.

Cognitive dissonance theory

*Insufficient justification* The less incentive one has for performing a counter- attitudinal behaviour, the more dissonance is experienced *Threats* Greater threat produces less dissonance and so less attitude change *Choice* Attitude-discrepant behaviour creates dissonance only when its freely chosen.

Cognitive dissonance theory

*Irrevocable commitment* As long as we feel irreversibly committed to a course of action, dissonance promotes attitude change. *Foreseeable consequences* For dissonance to occur, people need to believe that they could have foreseen the negative consequences of their decisions.

Attitude dimensions

Affective - consists of person's emotions and affect toward object, especially positive or negative evaluations. Behavioural - consists of how the person tends to act regarding the object Cognitive - consists of the thoughts the person has about that particular object, including facts, knowledge, and beliefs.

Cognitive dissonance theory

Cognitive Dissonance: a tension that arises when one is simultaneously aware of 2 inconsistent cognitions and/or behaviours. Cognitive Dissonance theory: proposes that we act to reduce such tension. This theory assumes that people seek to maintain consistency, especially with regard to their attitude & behaviour.. Reduce the discomfort by changing your attitude. Cognitive = brain Dissonance = clashs To do the right or to do the left. (a solution will be done in the end)

Forming attitudes

Cognitive learning Message is well learned which is regarded as crucial to attitude change. This means application is needed and shown. This is how cognitive learning is formed and working.

Attitude definition

Defined as a psychological, evaluative response ( along cognitive, affective & behavioural dimensions) towards a particular person, place, thing, event, etc. (Attitude object) in positive and/or negative terms e.g. positive attitude towards exercising? E.g. negative attitude towards cancer? attitude + towards + objects. It is more onto evaluation.

Forming attitudes

Learning theory - Assumes that a person's attitudes are based on the principles of reinforcement and punishment, association, and imitation. Attitudes are acquired in much the same way as other habits. Forming

Forming attitudes

Learning through association -basis of classical conditioning - positive attitude associated with positive experience. -negative attitude associated with negative experience. E.g. assume you are a female, a man picks you up with Lamborghini, brought you to a restaurant with meal of $1000. He then ask you to close your eyes and suddenly you're in France for desert. Comparing to your 1st date, he came to pick you up with a scooter. He brought you to the restaurant which is extremely expensive, had steak which is too rare. He then had you pay the price.. From this example, the 1st guy has positive attitude associated with positive experience The 2nd guy is the negative attitude associated with negative experience.

Forming attitudes

Learning through imitation. -Basis of observational learning. e.g. a young boy learning & imitating his father's aggressive attitude & behaviour.. this reinforcement is VICARIOUS. Vicarious means indirect.

Forming attitudes

Learning through reinforcement & punishment. - basis of operant conditioning e.g. the 1st guy enjoyed your company..enjoyed everything and decided to leave you with a gift. A $10,000 cash. the 2nd guy however, gave a cauliflower cuz he can't differentiate things. both show their positive & negative reinforcements.

Cognitive Dissonance theory

Responsibility for consequences If decision makers feel responsible for the consequences, dissonance occurs whether the consequences could have been reasonably foreseen or not. Effort The more effort one expends in executing acts that have aversive consequences, the more dissonance is likely to be aroused.

Attitudes & behaviours part 1

The degree of influence of attitudes over behaviour e.g. attitude-behaviour consistency is affected by... 1) Stability of attitude (Attitude strength) 2) Accessibility of attitude (Attitude strength) 3) Automatic activation of attitudes (Attitude strength) The stronger the attitude, the more stable it is. E.g. the Dee Kosh vs BTS Army...the ****ing stupid one... 4) Relevance of attitudes to behaviour (Attitude must be specific to the behaviour, e.g. i target attitude towards your processed food rather than healthy eating) 5) Salience of attitude (Highlighting specific targeted attitude based on more relevance leading to more behaviour-attitude consistency)

Attitudes & behaviours part 2

The degree of influence of attitudes over behaviour e.g. attitude-behaviour consistency is affected by... 6) Situational pressures in short, a person's behaviour can be predicted from behavioural intentions

Forming attitudes

Transfer of affect -similar to basis of classic conditioning Affect is considered to be emotions e.g. positive/negative feelings. In theory, it means transferring feelings (affect) from one object to another that is associated with it. e.g. celebrity endorsements, salesman attitude that you bought cuz it was positive.

Balance theory

has 3 things -me -another person - an object if there's positive attitude towards person, the same attitude goes on an object. meaning there is balance and consistency in positive if negative attitude person. same thing as negative towards object, meaning there is balance & consistency in negative. So X hates O and P but O and P like each other. (balanced) If imbalanced, P hate O but both O and P like X (imbalanced)