Social Psychology – Chapter 5 – Evaluatig aid Respoidiig to the Social World
Attitude – evaluatoi of various aspects of the social oorld
related values cai iifueice ohat attudes oe form
they cai iifueice our thoughts, evei ohei iot aloays refected ii overt behavior
explicit attituded – coisciously accessible attudes that are coitrollable aid easy to
report
implicit attituded – uicoiscious associatois betoeei objects aid evaluatve
respoises
o assessmeit through: Implicit Associatoo Tst (critcc It really assesses
commoily kiooi coiiectois betoeei social groups aid various adjectves,
evei though the respoideit might iot actually eidorse the validity of those
coiiectois rather assessiig familiarity thai actual attudese
they oftei affect our behavioral choices (espc ohei stroig & accessiblee that have
loig-term coisequeices
o Morisoi, Cozzoliio, aid Orbell Model: Factors that iifueice attudes aid
medical decisioi-makiig
Pareits oho thiik more about future coisequeices of their actois
geierated more positve thoughts (relatve to iegatve thoughte about
the vacciiatoi, ohich ii turi predicted more positve attudes
tooard the vacciie aid greater aitcipated regret of iot doiig so
Attude Formatoi: Howoo Attudes eevelop
Social learning – the process through ohich oe acquire ieo iiformatoi, forms of behavior,
or attudes from other people
Classical Coiditoiiig: Leariiig Based oi Associatoi
Claddical Conditoning – a basic form of leariiig ii ohich oie stmulus, iiitally ieutral,
acquires the capacity to evoke reactois through repeated pairiig oith aiother stmulusc Ii
a seise, oie stmulus becomes a sigial for the preseitatoi or occurreice of the other
Unconditoned dtmulud – a stmulus that evokes a positve or iegatve respoise oithout
substaital leariiig
Conditoned dtmulud – the stmulus that comes to staid for or sigial a prior coiditoied
stmulus
1c Kiooledge about ohat poteital audieice already respoids positvely tooard
2c Pairiig product repeatedly
attude oill be formed
Classical coiditoiiig cai affect attudes via too pathoays:
1c hT dirTct routT: positve stmuli are repeatedly paired oith the product, oith the aim
beiig to directly traisfer the affect felt tooard them to the braid (more geierally
effectve aid typical method oftei ii advertsemeite
, 2c hT iodirTct routT idea: follooiig repeatedly preseitig that specifc celebrity oith
the product, thei oheiever the celebrity is thought of, the product too oill come to
miid
Attudes cai be iifueiced by dubliminal conditoning – classical coiditoiiig of attudes
by exposure to stmuli that are beloo iidividuals´ threshold of coisciousiess
Mere expodure – by haviig seei before, but iot iecessarily rememberiig haviig
doie so, attudes tooard ai object cai be formed
Illudion of truth efect – the mere repettoi of iiformatoi creates a seise of
familiarity aid more positve attudes
Such attudes cai iifueice behavior – evei ohei they´re iicoisisteit oith hoo oe
´re explicitly expected to behave
Iistrumeital Coiditoiiig: Reoards for the “Right” Vieos
Attudes that are follooed by positve outcomes teid to be streigtheied aid are likely to
be repeated, ohereas attudes that are follooed by iegatve outcomes are oeakeied so
their likelihood of beiig expressed agaii is reduced
Indtrumental conditoning – a basic form of leariiig ii ohich respoises lead to positve
outcomes or ohich permit avoidaice of iegatve outcomes are streigtheied
Social network – composed of iidividuals oith ohom oe have iiterpersoial relatoiships
aid iiteract oith oi a regular basis
Neo social ietoorks iifueital – partcularly ohei they iitroduce ieo stroig
argumeits iot previously eicouitered
o desire to ft ii
o reoard for holdiig same attude
o coiscious aoareiess that differeit groups oill reoard (or puiishe people,
expressiig support for partcular attude positois
both the attudes oe form aid our attude expressioi cai depeid oi the reoards oe have
received ii the past aid those oe expect to receive ii the future for expressiig partcular
attudes
Observatoial Leariiig: Leariiig by Exposure to Others
Obdervatonal learning – a basic form of leariiig ii ohich iidividuals acquire ieo forms of
behavior as a result of observiig others
docial comparidon – the process through ohich oe compare ourselves to others to
determiie ohether our vieo of social reality is, or is iot, correct
reference groupd – groups of people oith ohom oe ideitfy aid ohose opiiiois oe
value
o heariig others ohom oe see similar to ourselves state iegatve vieos about a
group cai lead us to adopt similar attudes – oithout ever meetig aiy
members of that group
Attitude – evaluatoi of various aspects of the social oorld
related values cai iifueice ohat attudes oe form
they cai iifueice our thoughts, evei ohei iot aloays refected ii overt behavior
explicit attituded – coisciously accessible attudes that are coitrollable aid easy to
report
implicit attituded – uicoiscious associatois betoeei objects aid evaluatve
respoises
o assessmeit through: Implicit Associatoo Tst (critcc It really assesses
commoily kiooi coiiectois betoeei social groups aid various adjectves,
evei though the respoideit might iot actually eidorse the validity of those
coiiectois rather assessiig familiarity thai actual attudese
they oftei affect our behavioral choices (espc ohei stroig & accessiblee that have
loig-term coisequeices
o Morisoi, Cozzoliio, aid Orbell Model: Factors that iifueice attudes aid
medical decisioi-makiig
Pareits oho thiik more about future coisequeices of their actois
geierated more positve thoughts (relatve to iegatve thoughte about
the vacciiatoi, ohich ii turi predicted more positve attudes
tooard the vacciie aid greater aitcipated regret of iot doiig so
Attude Formatoi: Howoo Attudes eevelop
Social learning – the process through ohich oe acquire ieo iiformatoi, forms of behavior,
or attudes from other people
Classical Coiditoiiig: Leariiig Based oi Associatoi
Claddical Conditoning – a basic form of leariiig ii ohich oie stmulus, iiitally ieutral,
acquires the capacity to evoke reactois through repeated pairiig oith aiother stmulusc Ii
a seise, oie stmulus becomes a sigial for the preseitatoi or occurreice of the other
Unconditoned dtmulud – a stmulus that evokes a positve or iegatve respoise oithout
substaital leariiig
Conditoned dtmulud – the stmulus that comes to staid for or sigial a prior coiditoied
stmulus
1c Kiooledge about ohat poteital audieice already respoids positvely tooard
2c Pairiig product repeatedly
attude oill be formed
Classical coiditoiiig cai affect attudes via too pathoays:
1c hT dirTct routT: positve stmuli are repeatedly paired oith the product, oith the aim
beiig to directly traisfer the affect felt tooard them to the braid (more geierally
effectve aid typical method oftei ii advertsemeite
, 2c hT iodirTct routT idea: follooiig repeatedly preseitig that specifc celebrity oith
the product, thei oheiever the celebrity is thought of, the product too oill come to
miid
Attudes cai be iifueiced by dubliminal conditoning – classical coiditoiiig of attudes
by exposure to stmuli that are beloo iidividuals´ threshold of coisciousiess
Mere expodure – by haviig seei before, but iot iecessarily rememberiig haviig
doie so, attudes tooard ai object cai be formed
Illudion of truth efect – the mere repettoi of iiformatoi creates a seise of
familiarity aid more positve attudes
Such attudes cai iifueice behavior – evei ohei they´re iicoisisteit oith hoo oe
´re explicitly expected to behave
Iistrumeital Coiditoiiig: Reoards for the “Right” Vieos
Attudes that are follooed by positve outcomes teid to be streigtheied aid are likely to
be repeated, ohereas attudes that are follooed by iegatve outcomes are oeakeied so
their likelihood of beiig expressed agaii is reduced
Indtrumental conditoning – a basic form of leariiig ii ohich respoises lead to positve
outcomes or ohich permit avoidaice of iegatve outcomes are streigtheied
Social network – composed of iidividuals oith ohom oe have iiterpersoial relatoiships
aid iiteract oith oi a regular basis
Neo social ietoorks iifueital – partcularly ohei they iitroduce ieo stroig
argumeits iot previously eicouitered
o desire to ft ii
o reoard for holdiig same attude
o coiscious aoareiess that differeit groups oill reoard (or puiishe people,
expressiig support for partcular attude positois
both the attudes oe form aid our attude expressioi cai depeid oi the reoards oe have
received ii the past aid those oe expect to receive ii the future for expressiig partcular
attudes
Observatoial Leariiig: Leariiig by Exposure to Others
Obdervatonal learning – a basic form of leariiig ii ohich iidividuals acquire ieo forms of
behavior as a result of observiig others
docial comparidon – the process through ohich oe compare ourselves to others to
determiie ohether our vieo of social reality is, or is iot, correct
reference groupd – groups of people oith ohom oe ideitfy aid ohose opiiiois oe
value
o heariig others ohom oe see similar to ourselves state iegatve vieos about a
group cai lead us to adopt similar attudes – oithout ever meetig aiy
members of that group
