Enduring orientations with cognitive, affective, and behavioral components. Enduring orientations with cognitive, affective, and behavioral components

Enduring orientations with cognitive, affective, and behavioral components.

• Enduring orientations with cognitive, affective, and behavioral components.

• Cognitive
• Affective
• Behavioral

• A favorable or unfavorable evaluative reaction toward something or someone, exhibited in one’s beliefs, feelings or intended behavior

External Stimuli

• External Stimuli

• The Target

• Intervening Processes

• The Response

Attitudes as Habits – Carl Hovland (1953)

• Attitudes as Habits – Carl Hovland (1953)

• Processes

• Association
• Reinforcement
• Imitation

Message Learning

• Message Learning

• Weak relationships
• Motivation

• Transfer of Affect

• Associations between two objects

Rewarded for attitudes that fit with values of group, society, culture

• Rewarded for attitudes that fit with values of group, society, culture

• May initially change behavior

• Then accept the underlying value

Adopt attitude that maximizes gains

• Adopt attitude that maximizes gains

• Consider importance and value

• Cognitive response theory

• Respond to proposition with thoughts = attitude

• Expectancy value theory

• Consider likelihood & value

Model our behaviors (and related attitudes) after others

• Model our behaviors (and related attitudes) after others

• Aronson & O’Leary

• Water conservation

• Cialdini

• Littering

• Gestalt influence: Seek coherence

• Attitudes must be interpreted in context

• Balance theory (Heider, 1958)
• Cognitive dissonance (Festinger, 1957)

Key

• Key

• P = Person (self)
• O = Other
• X = Attitude Object (issue, person, etc.)
• Unit or Sentiment Relations
• + sign = Link/Like
• - sign = No Link/Dislike

• Triads can be:

• Balanced = signs multiply to positive (+)
• Unbalanced = signs multiply to negative (-)

Cognitions can have 3 relations

• Cognitions can have 3 relations

• Irrelevant
• Consonant
• Dissonant

Dissonance = A feeling of discomfort that is caused by holding 2 or more inconsistent cognitions

• Dissonance = A feeling of discomfort that is caused by holding 2 or more inconsistent cognitions

• Dissonance = # and importance

How do you restore a sense of consistency?

• How do you restore a sense of consistency?

• Change your behavior
• To be consistent
• To compensate
• Change your cognitions
• Add consonant cognitions (mis-remember things, rationalize your behavior)
• Alter importance of cognitions

Participants are asked to engage in a very boring task

• Participants are asked to engage in a very boring task

• After that, they either:

• Were told the study was over
• Were paid $1 to lie to another participant about the task
• Were paid $20 to lie to another participant about the task

• Then, participants’ (real) attitudes about the task were measured

Therapy

• Therapy

• Cults

• Festinger – “When Prophecy Fails”

• Daily situations

Bem (1972)

• Bem (1972)

• Rational cognitive process

• Behaviorist

• Infer attitudes for others

• Zanna & Cooper (1974)

Modes of resolution

• Modes of resolution

• Derogating the source
• Distorting the message
• Blanket Rejection

Two routes

• Two routes

• Central
• Based on thoughtful consideration of facts
• Peripheral
• Based on thoughtless affective evaluations
• Leads to acceptance of weak messages

• Route depends on motivation & opportunity

Counterarguing

• Counterarguing

• Active processing
• Implicit or explicit
• Verbal or nonverbal

• Depends on quantity and quality

Credibility

• Credibility

• Expert
• Trustworthy

• Reciprocity

• Reference

Discrepancy

• Discrepancy

• Motive arousal

• Anger
• Fear

Ego involvement

• Ego involvement

• Commitment
• Issue involvement
• Response involvement

• Defense – McGuire

• Supportive
• Inoculation

Forewarning of position

• Forewarning of position

• Forewarning of intent

• Distraction

Changed norms

• Changed norms

• Gradual

• Powerful leader

• Unquestioned authority

War

• War

• Token economies

• Presentations

• Office politics