Michael J. Zickar, Ph.D.
Department of Psychology, Bowling Green State University
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Michael J. Zickar, Ph.D. Department of Psychology, Bowling Green State University
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The World of Attitudes Attitudes = an evaluation or belief of object that may influence behavior Three Components Cognitive Emotional Behavioral Can be explicit and implicit Attitude Formation Classical & operant conditioning Mere Exposure effect over time you get a positive attitude Validity effect Attitude Change/Persuasion Communicator (Source) Similarity to audience Power, trust, expertise, attractiveness Communication (Message) Two-sided message works best Fear works in moderate amounts Change (Cont) Medium Face to face best Audience (Target) forewarning helps changing old attitudes very difficult Special Techniques Foot-in-Door Ask for something small, then ask for something bigger Door-in-Face Ask for something outrageous,then back down Lowballing Get a commitment and then raise stakes Cognitive Dissonance When two thoughts/behaviors/attitudes are inconsistent, we feel uncomfortable Must change thoughts/behaviors/attitude to be consistent Attribution Theory Internal versus External Causes Fundamental attribution error Assume internal causes for other people Self-serving bias Internal causes for good things External causes for bad things Prejudices Prejudice -- negative evaluation of entire group of people Stereotypes--fixed, simple ideas about traits, attitudes, and behaviors of particular group Discrimination--negative behavior aimed at particular group Social Influence Conformity Changing attitudes to be consistent with others Asch’s Line Study Competence of group Public versus private Serial position within group Obedience Milgram’s Obedience Studies When ordered to press button, most people did Implications for Research in General Full debriefing Deception in research much more common Attraction Factors influencing attraction Proximity Closer is better Physical attractiveness Similarity Equity theory Attempt to balance the contributions of all participants Altruism Prosocial behavior More is less Diffusion of responsibility Group cohesion Modeling of helping behavior Group Behavior Social Facilitation Change in behavior due to presence of people Social Loafing Group members work less Group Polarization Individuals become more extreme in groups Risky shift Group Behavior (Cont.) Groupthink Feelings of invulnerability Belief in rightness Discredit contrary information Pressure to conform Stereotype outgroup members Need a formal devil’s advocate Mob behavior Deindividuation Lose self-awareness and join the mob |
