Psychology of Attitudes and Changes

Study Notes

Attitudes are positive or negative reactions towards stimuli like people, actions, objects, or concepts.
Attitudes influence perception and behavior, with three main components: cognitive, affective, and behavioral.
Individuals generally hold attitudes on a wide range of topics.

Likert Scales: Measure agreement with statements on a seven-point scale, but can be affected by honesty and social desirability bias.
Unobtrusive Methods: Techniques such as the bogus pipeline, where participants believe their true opinions are being measured, reducing the likelihood of dishonesty.
Electromyography (EMG): Monitors facial muscle activity in response to emotions, indicating attitude alignment with supportive or contradictory video content.

There's ongoing debate about whether attitudes predict behavior consistently.
A significant study by LaPiere (1934) found a disparity between expressed racist attitudes and actual behavior toward a Chinese couple in restaurants and hotels.
The Theory of Planned Behavior suggests that attitudes predict behavior when:
- There is a positive attitude towards the behavior.
- Norms are supportive of the attitudes.
- The behavior is within personal control.
Many studies may overlook these critical conditions, affecting the observed relationship between attitudes and behavior.

Attitudes tend to be stable over time; for example, a 15-year study found consistent attitudes toward capital punishment.
Attitudes can change due to:
- Cognitive Dissonance: Conflict between attitudes and behavior leading to attitude adjustment; for instance, more confident attitudes in bettors regarding winning.
- Influences from credible, trustworthy, attractive, or likable sources; effective messaging presented quickly.
- Emotional appeals, especially when the message induces moderate to strong fear, coupled with practical solutions for mitigating that fear.

Individuals can protect their attitudes from change through rehearsal of counterarguments.
A study by McAlister et al. (1982) demonstrated that teaching teenagers counterarguments reduced their likelihood of smoking.
Developing resilience against attitude change can be a defensive strategy against negative influences.