Summary Social Psychology Chapter 5

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