Attitudes, Behavior And Values

Front 1

Reasons why attitude may not predict behavior

Back 1

1) Values
2) Beliefs
3) Subjective Norms

Front 2

Attitudes vs. values

Back 2

Attitudes: general evaluative reaction/likes and dislikes/emotions
-Global evaluations

-Sometimes inconsistencies in attitudes and values
-Values are more stable and deeply held (do not change very often over the course of one's life)

-If someone places a higher value on another element other than the element that caused them to have a bad attitude, then their attitude may not predict their behavior

Ex: Bill Clinton
-People may have a negative attitude toward him b/c of his moral transgressions but if they place more value on their economic security than on their president's morality, their behavior will not be aligned with their attitude

Front 3

Attitudes vs. beliefs

Back 3

Attitudes are global evaluations (how you feel about something or someone in general) whereas beliefs are context-specific judgments about what is true and probable, i.e. what is fact in a given situation and context. Ex: You can have a positive attitude about something or someone but may behave positively or negatively in a specific context and situation b/c of the beliefs that you hold about that thing or person in a specific context or situation.

-Attitudes are caused by the net evaluation of beliefs, whether you hold more positive or negative beliefs about something or someone (i.e. believe that the attributes that the person has are more positive or negative on the whole)

Front 4

Attitudes vs. subjective norms

Back 4

Adhering to the standards of society (subjective norms) and subsequent social acceptance may be more important than attitude so a person will act according to subjective norms even if they are at odds with their own behavior

-When deep message processing is occurring, you might look at the message in the context of your own life and evaluate your own beliefs

Front 5

Attitudes are difficult to change

Back 5

1) They serve ego-defensive functions (people define themselves by their attitudes so they help to reinforce what kind of person someone is). People are more likely to behave based on attitudes if they are directly influenced by the situation.

2). They don't exist in isolation from other cognitions (reinforced by beliefs, values and subjective norms). -Attitudes are based on schemas (many related beliefs that when taken together, can determine a person's attitude toward something.)

3). They serve a knowledge function by representing our understanding of the world. Changing how you understand the world is uncomfortable and people are therefore reluctant to do it. Have to concede that how you have been viewing the world is wrong.
Ex: Becoming a vegetarian in light of new information.

Front 6

Ideology

Back 6

1) Informs social and political action

2) Legitimates the subordination of a group as natural

3) Attached to a power interest

Collective knowledge created and reinforced through public discourse

Ex: Class ideology: legitimates dominance of the wealthy over the poor

Gender ideology: Legitimates the dominance of men over women

Ideology of hate: Legitimizes the fear and hate of different people (groups include white supremacy, Christian identity, Phineas Priesthood --one may claim to be Phineas priest by taking violent action against interracial couples, homosexuals, or other 'mud people'

Front 7

Ideology and Identity

Back 7

Ideology glues together individual attitudes and individual attitudes are a factor of people's identities.

Ideologies lead people to think of themselves in a certain way and this forms part of their identity.

Front 8

Hegemony

Back 8

Dominance of one group over another without the use of force. Attained and reinforced through ideology, by persuading others to accept their dominance as natural and inevitable.

Front 9

Ideology in The Village

Back 9

Legitimated the dominance of the elders
-Used fear appeals
-Increased solidarity by eliminating individuality and creating an 'in-group' and an 'out-group'
-maintained innocence
-"you're better off here"

Front 10

Persuasive techniques used

Back 10

Don't mention out-group b/c it is easier to fear and hate people that you have no knowledge about. Only knowledge that the townspeople get comes from the elders.
-fear is so strong that it overpowers any other ideas the townspeople could have of the others

-Constant reminder of the necessity of fear through symbols...ongoing message (the color red, guards by the woods, etc.)

Front 11

Why are their persuasive techniques effective

Back 11

-Use everyday language that the townspeople can relate to
-Constant reminders of why they're in the village

-Use of discursive language or narratives is persuasive because people can relate to narratives

-Spinned ideology as information. They were "teaching," rather than spinning.

-The existence of challengers strengthens ideology because it gives the in-group something to contrast themselves too and strengthen identification with the in-group