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Premium member Presentation Transcript Attitudes: Attitudes Basic components Automaticity and Strength Their measurementSlide2: Recall: “a learned, global evaluation of an object (person, place or issue) that influences thought and action” Slide3: Attitude as evaluative Stimuli that denote attitude object attitude Evaluative response observable inferred observableSlide4: The analysis of attitudes Stimuli that denote attitude object attitude Affective responses observable inferred observable Cognitive responses Behavioral responsesSlide5: Antecedents of attitudes attitude Cognitive processes Affective processes Behavioral processesSlide6: STRUCTURE OF ATTITUDESSlide7: Expectancy-Value Approach: Attitudes have 2 components: Cognition and affect A = Sum b (i) x e (i) For example: DIETING Beliefs: Dieting makes you skinny. 1 to 7 Dieting makes you healthy. Dieting requires discipline. Evaluation: Do you think that being skinny is Very good ………………Very bad Fishbein & Ajzen (1975)Slide8: Other models: Stress symbols – symbolic representations at the core eg., person with AIDS- becomes associated with other ideas and emotionsSlide9: Person Node HIVSlide10: Person Node HIV Sex Disease Blacks Homosexuals Death Drug Users Other attributesSlide11: Person Node HIV Sex Disease Blacks Homosexuals Death Drug Users Affect Affect Affect Affect Affect Affect Other attributes AffectSlide12: Ideologies Conservative ideology opposition to welfare support for tax cuts Liberal ideology support for welfare endorsement of targeted tax cutsAttitude Strength: Attitude Strength Class exercise Slide14: Characteristics of strong attitudes: They persist over time They affect judgments They guide behavior, and They are resistant to change. Slide15: Why are strong attitudes stable? Most likely anchored by other beliefs and values Associated with greater knowledge Reinforced by others with similar attitudes More elaborated on and accessible Lead to selective attention to related informationSlide16: Strong attitudes are characterized by: Importance Ego-involvement Extremity Certainty Accessibility Knowledge Hierarchical organizationSlide17: AMBIVALENCE Occurs when we have both positive and negative feelings about the attitude object Characterized by uncertainty and conflict between attitude elements e.g., aspire to equality, but have strong negative emotional reaction to homosexual activitySlide18: Ambivalent Sexism (Glick & Fiske, 1996) People can hold both hostile and benevolent beliefs toward women Hostile beliefs: ‘Women exaggerate problems at work’ Benevolent beliefs: ‘Women should be protected and cherished by men’Slide19: Fritz Heider (1958) People are motivated to reconfigure to achieve harmony P, O, and X eg., Bill Clinton’s affair with Monica LewinskySlide20: Self Clinton-Lewinsky Affair Clinton + _ + Cognitively-imbalanced Slide21: Abelson (1959) Denial Bolstering Differentiation Transcendance Slide22: ACCESSIBILITY Fazio (1995)- attitude as an association between an object and an evaluation Strength is measured by the degree of association Accessibility is the key indicator of attitude strength Defined: the degree to which the attitude is automatically activated in memorySlide23: Fazio et al (1986) Main question: Rationale: object ------ evaluation If association = strong, attitude will be spontaneously activated upon presentation of the objectSlide24: Employed a priming procedure based on: dessert - prime facilitates responding of… cherry pieSlide25: Primary Task: -indicate whether adjective has a positive or negative connotation -attitude object was the prime -latency of response time = DV Slide26: PRIME peanut M&M ‘s (if positive, activates positive evaluation) Adjective beautiful Expect facilitation if o-e is strongSlide27: Exp’t 1: - 2 parts: a. prime selection b. actual priming taskSlide28: chopped liverSlide29: disgustingSlide30: Main Findings? Experiment 2 -same procedure except…Slide31: Experiment 3 -main purpose? -procedure? -main findings?Slide32: Bizer & Krosnick (2001) -relationship between attitude importance and accessibility Attitude importance- subjective sense of concern about an attitude and the psychological significance that an individual attaches to itSlide33: Attitude accessibility- strength of the O-E link in memory 2 positions: Attitude importance causes attitude accessibility (Krosnick, 1989) Reverse is true (Roese & Olson, 1994)Slide34: 4 studies STUDY 1 STUDY 2 STUDY 3 STUDY 4Slide35: Probability Personal Relevance Manipulation Implementation Likelihood Selective Exposure Attitude Accessibility Attitude Importance Likelihood Importance CareSlide36: Probability Personal Relevance Manipulation Implementation Likelihood Selective Exposure Attitude Accessibility Attitude Importance Likelihood Importance Care You do not have the permission to view this presentation. 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PSY 320 L2 Mercede Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 156 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: January 17, 2008 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Attitudes: Attitudes Basic components Automaticity and Strength Their measurementSlide2: Recall: “a learned, global evaluation of an object (person, place or issue) that influences thought and action” Slide3: Attitude as evaluative Stimuli that denote attitude object attitude Evaluative response observable inferred observableSlide4: The analysis of attitudes Stimuli that denote attitude object attitude Affective responses observable inferred observable Cognitive responses Behavioral responsesSlide5: Antecedents of attitudes attitude Cognitive processes Affective processes Behavioral processesSlide6: STRUCTURE OF ATTITUDESSlide7: Expectancy-Value Approach: Attitudes have 2 components: Cognition and affect A = Sum b (i) x e (i) For example: DIETING Beliefs: Dieting makes you skinny. 1 to 7 Dieting makes you healthy. Dieting requires discipline. Evaluation: Do you think that being skinny is Very good ………………Very bad Fishbein & Ajzen (1975)Slide8: Other models: Stress symbols – symbolic representations at the core eg., person with AIDS- becomes associated with other ideas and emotionsSlide9: Person Node HIVSlide10: Person Node HIV Sex Disease Blacks Homosexuals Death Drug Users Other attributesSlide11: Person Node HIV Sex Disease Blacks Homosexuals Death Drug Users Affect Affect Affect Affect Affect Affect Other attributes AffectSlide12: Ideologies Conservative ideology opposition to welfare support for tax cuts Liberal ideology support for welfare endorsement of targeted tax cutsAttitude Strength: Attitude Strength Class exercise Slide14: Characteristics of strong attitudes: They persist over time They affect judgments They guide behavior, and They are resistant to change. Slide15: Why are strong attitudes stable? Most likely anchored by other beliefs and values Associated with greater knowledge Reinforced by others with similar attitudes More elaborated on and accessible Lead to selective attention to related informationSlide16: Strong attitudes are characterized by: Importance Ego-involvement Extremity Certainty Accessibility Knowledge Hierarchical organizationSlide17: AMBIVALENCE Occurs when we have both positive and negative feelings about the attitude object Characterized by uncertainty and conflict between attitude elements e.g., aspire to equality, but have strong negative emotional reaction to homosexual activitySlide18: Ambivalent Sexism (Glick & Fiske, 1996) People can hold both hostile and benevolent beliefs toward women Hostile beliefs: ‘Women exaggerate problems at work’ Benevolent beliefs: ‘Women should be protected and cherished by men’Slide19: Fritz Heider (1958) People are motivated to reconfigure to achieve harmony P, O, and X eg., Bill Clinton’s affair with Monica LewinskySlide20: Self Clinton-Lewinsky Affair Clinton + _ + Cognitively-imbalanced Slide21: Abelson (1959) Denial Bolstering Differentiation Transcendance Slide22: ACCESSIBILITY Fazio (1995)- attitude as an association between an object and an evaluation Strength is measured by the degree of association Accessibility is the key indicator of attitude strength Defined: the degree to which the attitude is automatically activated in memorySlide23: Fazio et al (1986) Main question: Rationale: object ------ evaluation If association = strong, attitude will be spontaneously activated upon presentation of the objectSlide24: Employed a priming procedure based on: dessert - prime facilitates responding of… cherry pieSlide25: Primary Task: -indicate whether adjective has a positive or negative connotation -attitude object was the prime -latency of response time = DV Slide26: PRIME peanut M&M ‘s (if positive, activates positive evaluation) Adjective beautiful Expect facilitation if o-e is strongSlide27: Exp’t 1: - 2 parts: a. prime selection b. actual priming taskSlide28: chopped liverSlide29: disgustingSlide30: Main Findings? Experiment 2 -same procedure except…Slide31: Experiment 3 -main purpose? -procedure? -main findings?Slide32: Bizer & Krosnick (2001) -relationship between attitude importance and accessibility Attitude importance- subjective sense of concern about an attitude and the psychological significance that an individual attaches to itSlide33: Attitude accessibility- strength of the O-E link in memory 2 positions: Attitude importance causes attitude accessibility (Krosnick, 1989) Reverse is true (Roese & Olson, 1994)Slide34: 4 studies STUDY 1 STUDY 2 STUDY 3 STUDY 4Slide35: Probability Personal Relevance Manipulation Implementation Likelihood Selective Exposure Attitude Accessibility Attitude Importance Likelihood Importance CareSlide36: Probability Personal Relevance Manipulation Implementation Likelihood Selective Exposure Attitude Accessibility Attitude Importance Likelihood Importance Care