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Attitudes and Attitude Formation

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Yang Chen

on 26 February 2015

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Transcript of Attitudes and Attitude Formation

Attitudes and Attitude Formation
Three components of attitudes
Emotional Component
How the object, person, issue or event makes you feel.
A Cognitive Component
Your thoughts and beliefs about the subject.
Behavioral Component
How the attitude influences your behavior.
Attitude Formation
Attitudes form directly as a result of experience. They may emerge due to direct personal experience, or they may result from observation. Social roles and social norms can have a strong influence on attitudes.
People can also hold dual attitudes.
implicit attitude
explicit attitude
Attitudes - not deeply held and low in differentiation - easy to change

Attitudes - deeply held and high in differentiation - quite hard to change.
what is attitude?
Psychologists define attitudes as a learned tendency to evaluate things in a certain way. This can include evaluations of people, issues, objects or events. Such evaluations are often positive or negative, but they can also be uncertain at times. For example, you might have mixed feelings about a particular person or issue.

Attitude Change
Attitudes and Behavior
attitudes influence behavior
behavior influences attitude
changes in a person's attitudes may lag behaviors
attitudes and actual behavior are not always perfectly aligned
Cognitive dissonance 1
a phenomenon in which a person experiences psychological distress due to conflicting thoughts or beliefs.
In order to reduce this tension, people may change their attitudes to reflect their other beliefs or actual behaviors.
Cognitive dissonance 2
Reducing Methods
Change behavior or cognition
Justify behavior or cognition by changing the conflicting cognition
Justify behavior or cognition by adding new cognition
Ignore or deny any information that conflicts with existing beliefs
Full transcript