Chapter 5: Attitudes

Theory of Planned Behavior (BI = A + SN + C)

-best predictor of behavior is intention -behavior intention (BI) -attitude (A) -subjective norms (SN) -perceived behavioral control (C)

Festinger & Carlasmith experiment

-engage in tedious task -paid to lie & say it was fun -rated the task weeks later -$1 participants rated it more fun -changed attitude

Cognitive Dissonance

-unpleasant internal state -inconsistency between attitudes or between attitudes and behavior. Can results in attitude change.

Elaborate model

Central & peripheral

Observational learning (AKA social learning)

a basic form of learning in which individuals acquire new forms of behavior as a result of observing others.

Operant conditioning (AKA Instrumental conditioning)

a basic form of learning in which responses that lead to positive outcomes or which permit avoidance of negative outcomes are strengthen.

Classical conditioning

a basic form of learning which one stimulus, initially neutral, acquires the capacity to evoke reactions through repeated pairing with another stimulus. In a sense, one stimulus becomes a signal for the presentation or occurrence of the other.

The communicator (the source)

credible experts, attractive, speak rapidly & appear rapidly

The message

do not appear to try to change attitudes

Attitude-to-behavior process model

events automatically trigger attitudes from memory