Understanding Attitudes PDF

Understanding Attitudes How Attitudes Shape Our Perceptions and Behavior WEEK 6 LIB450: SOCIAL PSYCHOLOGY Norsyuhada Ahmadrashidi  1 What Are Attitudes ? Attitudes are essential evaluations of objects, people, or ideas that significantly influence our thoughts and...

Understanding Attitudes How Attitudes Shape Our Perceptions and Behavior WEEK 6 LIB450: SOCIAL PSYCHOLOGY Norsyuhada Ahmadrashidi  1 What Are Attitudes ? Attitudes are essential evaluations of objects, people, or ideas that significantly influence our thoughts and behaviors in daily life. Understanding attitudes helps us grasp how they mold our responses to various social situations and interactions in our environment. Recognizing attitudes allows us to reflect on our values and opinions, promoting personal growth and better relationships. By analyzing our attitudes, we can understand our motivations and the underlying reasons for our actions and choices.  2 How Attitudes Are Formed Attitude development Attitudes develop through a mix of social learning processes that shape how we perceive the world around us. Personal experiences, interactions, and media exposure play significant roles in forming our attitudes over time. Key processes like Classical Conditioning, Instrumental Conditioning, and Observational Learning facilitate attitude formation. Understanding how our attitudes are formed can help us reshape them for improved outcomes in various aspects of life.  3 Learning Through Association Classical conditioning Attitudes can form through associations made between stimuli, resulting in positive or negative responses over time. For instance, advertisers often pair their products with attractive imagery to create a positive attitude toward those products. Recognizing these conditioning techniques can help consumers make informed choices in their purchasing behavior. Awareness of classical conditioning empowers us to critically evaluate our preferences and biases. Photo by Pexels  4 Two Pathways of Conditioning Direct vs. Indirect Routes Attitudes can be shaped through both direct and indirect routes of classical conditioning, influencing our preferences. The direct route pairs a product with a favorable stimulus to create a lasting positive attitude toward it. The indirect route involves celebrity endorsements, linking positive feelings with products through memory associations. Understanding these routes can help us navigate marketing strategies more effectively and recognize their impact. Photo by Pexels  5 Clas s ic al Conditioning in Advertis ing E xample: Mercedez Vs Jaguar campaign Photo by Pexels  5 Unconsc ious Influenc es Subliminal conditioning Subliminal conditioning occurs when stimuli influence attitudes without our conscious awareness of them. F or example, showing positive images alongside healthier foods can subconsciously promote better snack choices. Recognizing subliminal influences helps us become more mindful consumers and aware of hidden persuaders. Awareness of these techniques allows us to make conscious decisions about our habits and preferences.  6 L earning Through Rewards Instrumental conditioning Instrumental conditioning emphasizes the role of rewards and punishments in reinforcing attitudes and behaviors. Children often receive praise for displaying socially acceptable attitudes, reinforcing those positive views over time. By understanding reinforcement, we can encourage positive attitudes in ourselves and those around us. Recognizing the power of instrumental conditioning can help us foster supportive environments for growth.  7 Peer Influence on Attitudes Social influence Entering new social groups can significantly reshape our attitudes and beliefs, promoting adaptive behaviors. We tend to adopt attitudes that are rewarded or accepted by our new peers, demonstrating social conformity. Understanding social influence can empower us to make more deliberate choices about our associations. Awareness of peer influence encourages us to seek relationships that align with our values and aspirations.  8 Learning by Observation Observational learning Observational learning highlights how we acquire attitudes by watching the behavior of others in our environment. Children often adopt the views and attitudes they observe in their parents, siblings, and role models. This underscores the importance of modeling positive attitudes and behavior for the next generation. Being mindful of our influence on others encourages us to embody the values we wish to promote. Modeling and social learning.  9 Comparing Ours elves to Others S ocial Comparis on Theor y Social comparison theory emphasizes how we assess our attitudes by comparing them to those of others around us. This comparative process can lead to adjustments in our views to align more closely with those we identify with. Understanding social comparison helps us recognize the social dynamics shaping our beliefs and opinions. Awareness of this theory empowers us to cultivate authentic attitudes that reflect our true selves. 10 The Impact of Reference Groups Influence of groups Reference groups play an essential role in shaping our attitudes and behaviors through social pressure and norms. We often look to specific groups for guidance on acceptable attitudes and behaviors, reinforcing conformity. Understanding the impact of reference groups encourages us to be intentional about our social circles. Choosing positive reference groups can enhance our growth and development in various aspects of life.  6 Key Learning Processes in Attitude Formation Summary of Learning Processes Classical Conditioning: Forming attitudes through association. Instrumental Conditioning: Reinforcing attitudes with rewards and punishments. Observational Learning: Adopting attitudes by observing Theothers​ Power. of Attitudes Attitudes shape how we perceive and interact with the world. Understanding how they are formed helps us better understand behavior and social influence​. 11 Thank You! Exercise: How does understanding attitude formation empower you to critically evaluate your beliefs and choices?