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15 Cards in this Set
- Front
- Back
Attitudes
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General evaluation of a person, place, thing, or idea
Important characteristics Positive vs. negative |
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Dual attitude ambivalent
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can feel both positively and negatively about same attitude object..cant capture this with bipolar scale
Ambivalent: bittersweet like graduation |
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Stuff in Rudman
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Where else talk about this? With self esteem (how we feel about ourselves and how we evaluate at an implicit and explicit level)
Measure with different kinds of measurements (implicit and explicit?) How else..how conscious you were of the attitudes..how positive or negative evaluated yourself (implicit is not necessarily aware or able to express your evaluation of yourself) Where do explicit attitudes come from? Firsthand experience Direct teaching (we learn about these) Where do implicit attitudes come from? Early experiences (as contracted with recent)..automatic, nonconcious evaluations from early age..maybe people who smoke (explicitly positive evaluation but negative implicit) Emotional reactions Cultural bias Might hold positive attitudes towards outgroup members (explicit) but if live in group with prejudices, might implicitly feel differently Changeable? Implicit more resistant (when culturally absorbed?), but… Why? Might not even know have them…might absorb something and explicitly reject but implicitly hold..but can change these |
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Implicit attitude measurements
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IAT
Common way to measure Remember self-esteem examples? Like liking things associated with name |
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explicit attitude measurements
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Self-report
Issues Social desirability Judgment biases and errors People don’t want to say they suck Maybe wont want to report a prejudice attitude |
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Loss aversion framing example
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Condoms have a 95% success rate. How effective do you believe condoms are?
88% agree Condoms have a 5% failure rate. How effective do you believe condoms are? 42% agree |
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Spin framing example
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Does the U.S. government spend too much money on assistance to the poor?
23% yes Does the U.S. government spend too much money on welfare? 53% yes |
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The importance of order (industry example)
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A. The Japanese government should be allowed to set limits on how much American industry can sell in Japan.
B. The U.S. government should be allowed to set limits on how much Japanese industry can sell in the U.S. If Question A was asked first, few Americans agreed with it. If Question B was asked first, over 2/3 of Americans agreed with it. |
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Availability matters
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A. What is the most important problem facing our country?
• Public schools • Abortion • Other (list anything you want) B. What is the most important problem facing our country? • Public schools • Abortion • Health care • Drugs • Violence • Pollution • Other (list anything you want) |
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Stuff about LaPiere study
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LaPiere (1934)
Prejudiced attitude prejudiced behavior? Traveling with Chinese friends 99.7% did serve 90% said they “would not serve,” 10% undecided Issues Timing (attitude could have gotten worse) Same person..not guaranteed White man..he didn’t ask for behavior Assume that if I know how you feel, that will predict how you act…we assume attitudes lead to behaviors..this includes social behaviors..they dont always though…LaPiere travels around US with Chinese friends..prejudiced attitudes predict the prejudiced behaviors..almost 100% serve friends…called all 251 places…huge gap between attitudes and behaviors |
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Stuff with predictions
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How feel towards object
More specific and detailed a go..more specific to behavior want to predict..attitude predict behavior when similar as possible |
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Attitudes predict behaviors when..
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High degree of correspondence between attitude measure and behavior
Consistent components/bases of attitudes Attitude about single object can have affective and cognitive components Diet Coke is affective positive relationships and cognitive is why don’t think should drink it People have conflict, affect say yes and cognition says no..liking for Diet Coke is less predictive of how much actually drink it Weak situation If in strong situation, almost everyone acting same way..only in weak situations are people’s internal attitudes more likely to guide and predict behavior Strong attitude Acquired firsthand More predictive…firsthand negative attitude towards lending somebody something Accessible attitude Strong + accessible often correlate Also more likely to predict behavior Some chronically accessible..more frequently thinking about them…strong and accessible correlate |
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Implicit attitudes better when (better at prediction)
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Implicit attitudes better predict
Automatic behaviors Low effort Unintentional Low time/motivation To correct for automatic behaviors..if thinking about where to sit, in a rush, not sure if did bias, will predict how far away sit from confederate |
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Explicit attitudes better when (better at prediction)
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Explicit attitudes better predict
Controlled behaviors Time/motivation |
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Theory of planned behavior
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It is not just attitudes that predict behavior..one of three things..the more specific the attitude is, and the more it relates to the behavior, more predictive…tough to get perfect correlation of attitudes and behavior
Subjective norm: how you feel other people feel about recycling PBC: Do you have time to find recycling center, have car..stuff like that Not just attitudes…what other people attitudes are, and control |