3. 33
What is an Attitude?What is an Attitude?
A positive, negative,A positive, negative,
or mixed reaction to a person,or mixed reaction to a person,
object, or idea, expressed atobject, or idea, expressed at
some level of intensity (e.g.,some level of intensity (e.g.,
love, like, dislike, detest)love, like, dislike, detest)
4. 44
Four Possible Reactions toFour Possible Reactions to
Attitude ObjectsAttitude Objects
Cacciopo, et al. 1997
5. 55
Components of Attitudes:Components of Attitudes:
Tripartite ViewTripartite View
CognitiveCognitiveCognitiveCognitive
AffectiveAffectiveAffectiveAffective
BehavioralBehavioralBehavioralBehavioral
AttitudeAttitudeAttitudeAttitude
6. 66
Components of AttitudesComponents of Attitudes
COGNITIVECOGNITIVE
beliefs about attitude object (pos & neg)beliefs about attitude object (pos & neg)
AFFECTIVEAFFECTIVE
emotions and feelings the object triggersemotions and feelings the object triggers
(pos & neg)(pos & neg)
BEHAVIORALBEHAVIORAL
reaction toward the object (pos & negreaction toward the object (pos & neg
actions)actions)
7. 77
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.
8. 88
Why People Have AttitudesWhy People Have Attitudes
Value-Expressive function: Express whoValue-Expressive function: Express who
we arewe are
Ego-defensive function: Protect Self-Ego-defensive function: Protect Self-
EsteemEsteem
Instrumental function: Obtain awards,Instrumental function: Obtain awards,
avoid punishmentsavoid punishments
Knowledge function: understand peopleKnowledge function: understand people
and eventsand events
9. 99
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.
11. 1111
GENESGENES: Twin studies: Twin studies
• high correlations on attitudehigh correlations on attitude
strength and content forstrength and content for
identicals raised together ORidenticals raised together OR
apart!apart!
• significantly lower forsignificantly lower for
fraternalsfraternals
13. 1313
Origins of Attitudes:Origins of Attitudes:
Social ExperiencesSocial Experiences
Affectively Based AttitudesAffectively Based Attitudes
based on people’s feelings of an attitudebased on people’s feelings of an attitude
object (not on beliefs)object (not on beliefs)
Sources of Affectively Based AttitudesSources of Affectively Based Attitudes
valuesvalues
mere exposuremere exposure
classical conditioningclassical conditioning
14. 1414
Classical ConditioningClassical Conditioning
The case whereby a stimulus that elicitsThe case whereby a stimulus that elicits
an emotional response is repeatedlyan emotional response is repeatedly
experienced along with a neutralexperienced along with a neutral
stimulus that does not, until the neutralstimulus that does not, until the neutral
stimulus takes on the emotionalstimulus takes on the emotional
properties of the first stimulusproperties of the first stimulus
15. 1515
Where Do Attitudes Come From?Where Do Attitudes Come From?
GENESGENES
Twin studyTwin study
SOCIAL EXPERIENCESSOCIAL EXPERIENCES
affectively basedaffectively based
behaviorally basedbehaviorally based
16. 1616
What are your attitudes aboutWhat are your attitudes about
liberal politicians?liberal politicians?
BehaviorBehavior
““Now that I thinkNow that I think
about it, I only voteabout it, I only vote
for conservatives.”for conservatives.”
BehaviorBehavior
““Now that I thinkNow that I think
about it, I only voteabout it, I only vote
for conservatives.”for conservatives.”
AttitudeAttitude
““I guess I don’tI guess I don’t
like liberallike liberal
politicians.”politicians.”
AttitudeAttitude
““I guess I don’tI guess I don’t
like liberallike liberal
politicians.”politicians.”
Self-Perception TheorySelf-Perception Theory
17. For any query Feel Free to askFor any query Feel Free to ask
1717