psych 112Lecture3 2024.pdf

Attitude and attitude change Techniques of attitude measurement Attitude-behaviour relations Attitude change and stability Attitude resilience An attitude “is a positive or negative reaction towards a stimulus, such as a person, action, object or concept” (Crano & Prisilin...

Attitude and attitude change Techniques of attitude measurement Attitude-behaviour relations Attitude change and stability Attitude resilience An attitude “is a positive or negative reaction towards a stimulus, such as a person, action, object or concept” (Crano & Prisilin, 2006, p. 35).  Important concept People hold attitudes about most things Attitudes determine how we interpret the world and influence our behaviour? Attitudes comprised of 3 components Cognitive Affective Behavioural Techniques of attitude measurement Likert scales ‘I like to look at myself in the mirror’ (agree 7 6 5 4 3 2 1 disagree)  Likert scales depend on honesty, Sometimes people do not tell the truth or give socially desirable answers. Unobtrusive methods.  There are a number of techniques. The bogus pipeline Participants are hooked up to an impressive looking apparatus, and then told that it measures minute changes in their muscles. If respondents believe that the apparatus assesses their true opinions then their is little point in lying - or giving socially desirable responses. Electromyography (EMG) measures activity of facial muscles. When people experience emotion such as happiness or sadness different facial muscles move. Measured attitudes then presented videos which either supported or disagreed with these attitudes. muscles associated with happiness moved when the video supported attitudes. muscles associated with anger moved when the video disagreed with attitudes.  Attitude Behaviour Relations Controversial area: Attitudes do predict behaviour? Attitudes do not predict behaviour? If attitudes do not predict behaviour then why study them? Source of controversy -- LaPiere (1934). He investigated the relation between racist attitudes and behaviour. Toured with Chinese couple and stopped at over 50 hotels and 200 restaurants. Only one hotel refused service. LaPiere wrote to each establishment asking if a Chinese couple would be accommodated - 92% said NO.  Theory of Planned Behaviour To demonstrate the relationship between attitudes and behaviour we must consider: 1. When we have a positive attitude towards the behaviour. 2. When norms support our attitudes. 3. When the behaviour is under our control. According to this model many studies fail to find relations between attitudes and behaviour because they do not take these factors into account. Much support for this model (Sieverding et al., 2010) blood donation, exercise regularly, drive safely  Attitude Stability and Change On the whole attitudes are relatively stable. Himmelweit (1990) in a 15-year study found that attitudes to capital punishment did not change.  Attitudes can change Wike et al (2017) Attitudes can change for several reasons: One reason relates to behaviour change. Inconsistency between attitudes and behaviour = Cognitive Dissonance Behaviour is irrevocable so we change our attitude. Evidence in support of cognitive dissonance has been provided by Knox and Inkster. They asked people to estimate the chances of winning a bet. Those who had placed bets were much more confident of winning. Attitudes can be changed by a host of factors If the source is: Credible, Trustworthy, Attractive and likeable, if the message is presented: quickly, long and without hesitation If we are approached: on sunny days or when we are happy. Emotional Appeals  Emotional Appeals Consensus: fear can work in circumstances where – 1. The message evokes moderate to strong fear 2. The message provides a feasible (low cost) way to reduce the threat Dillard & Anderson (2004)  Attitude resilience We are not at the mercy of those who would seek to influence us. One way to avoid attitude change is via the rehearsal of counter arguments. McAlister et al. (1982) sought to prevent teenagers from smoking, taught arguments such as “I’d be real chicken if I smoked just to impress you” - teenagers trained in this way were less likely to smoke.  Summary Techniques of attitude measurement Attitude-behaviour relations Attitude change and stability Attitude resilience.