Social Psychology: Chapter 6: ATTITUDES: MAKING EVALUATIONS ABOUT THE WORLD

Conditioned Response

(CR): a learned response to the conditioned stimulus that was previously a neutral stimulus."salivation from bell"

Conditioned Stimulus

(CS): stimulus that only by repeated association with a particular. - "the bell"

Explicit attitudes

. . . are usually attitudes that are easier to asses than the implicit attitudes because most times people may not even be aware of they own attitudes.

explicit attitudes can be measured

. . . through self-report measures that are questionnaires that ask to describe our own attitudes or opinions.

Four step model

1. The individual must realize that the attitude-discrepant action has negative consequences 2. The individual must take personal responsibility for the action. 3. The individual must experience physiological arousal. 4. The individual must attribute the arousal to the action.

Ivan Pavlov

1927 - introduced Classical Conditioning, a learning in which through two stimuli repeated pairings, a neural stimulus comes to evoke a conditioned response.

Festinger & Carlson 1959

Experiment motivating others to do mental jobs. After the participants spent an hour doin a mental job, they were asked to lie about how fun it was to the next participant for wither $1-20. Those who were given a dollar were more dissonance/discomfort and rated the task more enjoyable.

Psychologist Laurie A. Rudman

[2004] - pointed out four factors between these two types of attitudes: early experiences, affective experiences, cultural biases, and cognitive consistency.

Implicit Attitude

attitudes automatically formed or activated without our being aware of it. - one may feel that we are unable to override fears. may come from early experiences and forgotten experiences. - may be more formed by affective reaction because they have to do more with automatic responses. cultural biases have more influence on implicit attitude.

polarization (Observational Learning)

attitudes become more extreme as we think about them. - True in strong initial attitude. - Evaluation of evidence in a biased manner accepting evidence that confirms attitude and accepting evidence from in-group members.

Explicit Attitude

attitudes of which one is conscious, and can control. could be formed more recent as reaction come more from a cognitive controlled mindset.

Post-decision Dissonance

cognitive dissonance that results from having to reject one appealing choice in favor of another.

Attitude

having an evaluative component toward a stimulus that is made up of effective, behavioral, and cognitive information. Attitudes: Global evaluations toward some object or issue Beliefs : Information about something; facts or opinions Attitudes help guide behavior : seek things that are rewarding, avoid things that punish Ambivalence : simultaneously experiencing strong contradictory emotions, or motiv

National Polarization

percentage of landslide victories in individual counties increased from 26% in 1976 to 48% in 2004.

The Law of Effect:

responses that are rewarded will be repeated.

Unconditioned Stimulus

stimulus that elicits a response automatically, without learning taking place. "the meat" natural response evoked when paired with neutral stimulus until conditioned response is formed. - AKA UCS

Accessibility

the degree to which a concept is active in our consciousness.

Unconditioned Response

(UCR): response that occurs automatically in reaction to some stimulus, without learning taking place - "the salivation"

Attitude Formation

Attitudes form through affective (feelings and emotions evoked), behavioral (actions intended to take), and cognitive components (thoughts or knowledge about stimulus). - Attitudes develop as either positive or negative in tone and mild to passionate in strength.

Chronically Accessible

accessibility arising from frequent and recent exposure to a construct that has permanence. It is accessible all of the time.

Zimbardo 1972

assigned the role of guards and prisoner to random students. The guards and prisoners quickly developed extreme attitudes that then led to extreme behaviors.

Group polarization

enhancement of like-minded groups prevailing attitudes in discussion, exposure and it is an affect of isolation. (Myers & Bishop 1970)

Corey 1937

examined how university students states that they felt cheating was wrong but 76% cheated on a difficulty exam.

Observational Learning

is acquiring an attitude or behavior due to the observation of others exhibiting that attitude or behavior. it is a social learning in which people are likely to imitate behaviors if they have seen others rewarded for performing them, and less likely to imitate behaviors if they have seen others punished for performing them. - the observed learning that can directly be countered with educational techniques.

LaPiere 1934

saw that restaurant owners allowed Chinese patrons, but 6 months laters they would not when they went alone to the restaurants.

Ambivalence

simultaneously experiencing strong contradictory emotions, or motivations. Attitudes may vary from ignoring how one feels to a weak, strong, positive indifferent, negative, or ambivalent.

Zajonc 1968

stated that the tendency to like things because we encounter them repeatedly. there may be subliminal presentation of stimuli.

Implicit association Test or IAT

test that measures how easily we associate categories with positive or negative attitudes, including measures in categories ranging from racial and religious attitudes to attitudes about presidents. - uses deceptions to assess implicit attitudes that people may be unable to report, and attitudes about stigmatized groups. (sorts out good or bad words with images). - can examine attitudes toward topics of race, religion, and politics - some say that it can only measure associations and not actual attitudes. - observational measures of behaviors are not always reliable

Cognitive Dissonance

the anxiety that arises from acting in a way discordant with your attitudes. This anxiety is resolved by adjusting one's attitudes to be in line with the behavior. - when attitudes and actions are opposed and cause tensions that causes people to rationalize their behavior and bring their attitudes into line with their actions.

Mere Exposure Effect

the phenomenon whereby objects become better-liked with exposure - we like things more with which are familiar. advertised

Impression Management

the process by which people either consciously or unconsciously attempt to monitor how they appear to others by regulating the information conveyed about themselves in a social interaction, and thus attitude change is more likely when counterattitudinal behavior occurs in public.

Name-Letter effect

the tendency to show a preference for letters in out own name and prefer stimuli that contain those letters.

Theory of Planner Behavior

the theory that attitudes, social norms, and the perceived control of the individuals lead to behavior. Sometimes behaviors are a result of careful and thoughtful deliberation. - action will rise from reasoned thinking and will involve the consideration of personal attitude, the attitude of others and the perceived feasibility of the behavior.

Self-Affirmation Theory

the theory that we are more open to the attitude change when we have recently been given an opportunity to affirm our core values and identity.

Classical Conditioning

type of learning by which a neutral stimulus gets paired with a stimulus (UCS) that elicits a response (UCR). Through repeated pairings, the neutral stimulus (CS) by itself elicits a response (CR) of the second stimulus.

Operant Conditioning

type of learning in which the frequency of a behavior is determined by reinforcement and punishment. - type of learning in which people are more likely to repeat behaviors that have been rewarded and less likely to repeat behaviors that have been punished.

Effort Justification

when people work hard or suffer to make sacrifices, they convince themselves that it was worthwhile. People tend to justify and rationalize any suffering or effort they have made. Example: Fraternity Hazing.

Aronson & Mills 1959

woman who suffered a more embarrassing test to get into a boring group ended up liking the group more.