Attitudes And Attitude-Behaviour Links Lecture 7

Front 1

How do social psychologists define attitudes?

Back 1

Three essential features: evaluation, attitude object and tendency.

Alice Eglay and Shelley Chaiken (2007)

Front 2

What are the three components to attitudes? (think ABC)

Back 2

1. Affective component – liking or feelings about the attitude object.
2. Behavioural component – how we behave toward the attitude object.
3. Cognitive component – our thoughts and beliefs about the attitude object.

Front 3

What are the three properties of attitudes?

Back 3

1. Valence:Evaluation – whether the attitude object is viewed positively or negatively.

2. Strength:Certainty or probability – how strong the attitude is.

3. Complexity:The number of elements in the attitude. simple vs. complex

Front 4

Do attitudes influence behaviour?

Back 4

They can in most circumstances but sometimes overt behaviour is not consistent with attitudes.

Front 5

What are the two types of attitude that we measure?

Back 5

1. Explicit attitudes

2. Implicit attitudes

Front 6

What tools can help us measure Explicit Attitudes?

Back 6

Self-reports measures = 1. Guttman scales (they start general, then become more specific).

2. Semantic Differentials a scale between two bipolar adjectives (e.g., "Adequate-Inadequate", "Good-Evil" or "Valuable-Worthless").

3. Likert scales (level of agreement to statements).

Front 7

What tools can help us measure Implicit Attitudes?

Back 7

Implicit Association Test (IAT) = sort stimulus into pairs, eg. me-not me, positive-negative

Go/No-Go Association Task (GNAT).

These are designed to measure attitudes that we might not be aware of or may not be willing to report.

Front 8

What is one other way to measure attitudes?

Back 8

Attitudes can also be inferred from observing behaviour.

Front 9

In the Theory of Reasoned Action, what were the two important measures of attitude specified by Ajzen (1991)?

Back 9

1. Behavioural Beliefs.

X

2. Outcome evaluations

= Attitudes

Front 10

What is an example of Behavioural Beliefs?

Back 10

Behavioural Beliefs:

Smoking helps me to relax (disagree -> agree).Smoking makes me smell bad (disagree -> agree).

Smoking is antisocial (disagree -> agree).

Front 11

What is an example of Outcome Evaluation?

Back 11

Outcome Evaluation:

Being relaxed is ….. (bad–> good)

Smelling bad is ….. (bad–> good)

Being antisocial is ….(bad–> good)

Front 12

What is the Theory of Planned Behaviour?

Back 12

1. Attitudes are only indirectly connected to behaviour. The bridge between the two is Behavioural Intentions.

Front 13

What is the social component (alongside or dual process with attitudes) that affects behaviour?

Back 13

2. Subjective Norms = Normative beliefs x motivation to comply (eg. teenagers know what their parents expect of them, but they aren't necessarily motivated to comply)

Front 14

What is the third component that affects behaviour?

Back 14

3. Perceived Behavioural Control = some people believe they can't control their smoking habits, which weakens the control over behaviour.

Front 15

Why do we use Implicit tests?

Back 15

To access unconscious associations

Front 16

What are the connections from the IAT in this model?

Back 16

Positive connections: intelligent, professor, grand-mother, athletic

Negative connections: short, getting old

*assume this person has positive self-esteem

Front 17

What is the reaction time for higher self-esteem? (faster or slower)

Back 17

Faster, when pairing positive words with concepts of 'me', as well as pairing negative words to concepts of 'not me'

Front 18

Why doesn't Jenny like the IAT?

Back 18

The concepts are relative. Suggests that choice of “other” is important.

eg. you'll have a faster reaction time if the other is Hitler over someone else

Front 19

How does the GNAT differ from the IAT

Back 19

Two concepts rather than four to think about, and individuals respond when a target word is presented (e.g., press the space bar) and do not respond when a distracter term is presented. [This theoretically minimises errors, clicking the 'wrong' bar]

Front 20

Do implicit and explicit measures of attitudes correlate?

Back 20

No. Bosson, Swann, & Pennebacker (2000)

Used four explicit measures, including the Rosenberg Self-Esteem scale

Of the implicit measures, only preferences for initials and birthday numerals correlated.

Front 21

What type of behaviour do explicit (new) attitudes guide?

Back 21

Deliberate behaviour

Front 22

What type of behaviour do implicit (old) attitudes guide?

Back 22

Spontaneous behaviour

Front 23

Can attitudes change behaviour?

Back 23

Yes explicit attitudes can.

However, explicit attitudes do not always predict behaviour. For example, attitudes toward cheating do not predict behaviour when students are given the opportunity to cheat.

Front 24

When do attitudes guide behaviour?

Back 24

1, Attitudes can guide behaviour without much thought

2. Attitudes can guide behaviour through considered intentions (Fishbein & Ajzen, 1975)

Front 25

When do attitudes guide behaviour?

Back 25

1. Attitude Accessibility.To influence behaviour, the “right” attitude must be accessible.Those who are low in self-monitoring have more accessible attitudes.Attitudes can become aware deliberately - reminding people to think about their attitudes.Self-awareness makes attitudes more accessible.Attitudes can become accessible automatically.
2. Attitude Compatibility.Specific attitudes influence specific behaviours.
3. Personal Control.When we believe we can control our behaviour, attitudes have a big influence.When we believe our behaviour is not under our personal control, attitudes have little influence.