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UCLA / Communication / COMM 140 / What is the attitude accessibility theory?

What is the attitude accessibility theory?

What is the attitude accessibility theory?

Description

ul.lst-kix_f20317dl1bpg-0{list-style-type:none}ul.lst-kix_f20317dl1bpg-1{list-style-type:none}.lst-kix_um4d1ml4aeel-8 > li:before{content:"- "}ul.lst-kix_f20317dl1bpg-2{list-style-type:none}ul.lst-kix_f20317dl1bpg-3{list-style-type:none}.lst-kix_exdosit3t7yk-2 > li:before{content:"■ "}.lst-kix_exdosit3t7yk-4 > li:before{content:"○ "}.lst-kix_um4d1ml4aeel-6 > li:before{content:"- "}.lst-kix_um4d1ml4aeel-7 > li:before{content:"- "}.lst-kix_exdosit3t7yk-3 > li:before{content:"● "}ul.lst-kix_f20317dl1bpg-8{list-style-type:none}.lst-kix_um4d1ml4aeel-4 > li:before{content:"- "}.lst-kix_um4d1ml4aeel-5 > li:before{content:"- "}.lst-kix_exdosit3t7yk-0 > li:before{content:"● "}.lst-kix_exdosit3t7yk-8 > li:before{content:"■ "}ul.lst-kix_f20317dl1bpg-4{list-style-type:none}ul.lst-kix_f20317dl1bpg-5{list-style-type:none}ul.lst-kix_f20317dl1bpg-6{list-style-type:none}ul.lst-kix_f20317dl1bpg-7{list-style-type:none}.lst-kix_exdosit3t7yk-1 > li:before{content:"○ "}.lst-kix_isoyoq951amm-8 > li:before{content:"■ "}.lst-kix_isoyoq951amm-5 > li:before{content:"■ "}.lst-kix_isoyoq951amm-6 > li:before{content:"● "}.lst-kix_isoyoq951amm-7 > li:before{content:"○ "}.lst-kix_isoyoq951amm-0 > li:before{content:"● "}.lst-kix_fabtdtbwro3f-8 > li:before{content:"- "}.lst-kix_isoyoq951amm-1 > li:before{content:"○ "}.lst-kix_fabtdtbwro3f-5 > li:before{content:"- "}.lst-kix_isoyoq951amm-4 > li:before{content:"○ "}.lst-kix_fabtdtbwro3f-6 > li:before{content:"- "}.lst-kix_isoyoq951amm-2 > li:before{content:"■ "}.lst-kix_isoyoq951amm-3 > li:before{content:"● "}.lst-kix_fabtdtbwro3f-7 > li:before{content:"- "}.lst-kix_um4d1ml4aeel-0 > li:before{content:"- "}.lst-kix_um4d1ml4aeel-1 > li:before{content:"- "}.lst-kix_fabtdtbwro3f-0 > li:before{content:"- "}.lst-kix_fabtdtbwro3f-2 > li:before{content:"- "}.lst-kix_um4d1ml4aeel-2 > li:before{content:"- "}.lst-kix_um4d1ml4aeel-3 > li:before{content:"- "}ul.lst-kix_fot7td68a0s8-7{list-style-type:none}ul.lst-kix_fot7td68a0s8-8{list-style-type:none}.lst-kix_exdosit3t7yk-7 > li:before{content:"○ "}.lst-kix_fabtdtbwro3f-1 > li:before{content:"- "}ul.lst-kix_fot7td68a0s8-5{list-style-type:none}ul.lst-kix_fot7td68a0s8-6{list-style-type:none}ul.lst-kix_fot7td68a0s8-3{list-style-type:none}ul.lst-kix_fot7td68a0s8-4{list-style-type:none}.lst-kix_exdosit3t7yk-6 > li:before{content:"● "}.lst-kix_fabtdtbwro3f-4 > li:before{content:"- "}ul.lst-kix_fot7td68a0s8-1{list-style-type:none}ul.lst-kix_fot7td68a0s8-2{list-style-type:none}ul.lst-kix_fot7td68a0s8-0{list-style-type:none}.lst-kix_exdosit3t7yk-5 > li:before{content:"■ "}.lst-kix_fabtdtbwro3f-3 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-0 > li:before{content:"- "}ul.lst-kix_qge0quq1bxsd-0{list-style-type:none}ul.lst-kix_qge0quq1bxsd-2{list-style-type:none}.lst-kix_ea3ady2gsqvt-1 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-2 > li:before{content:"- "}ul.lst-kix_qge0quq1bxsd-1{list-style-type:none}ul.lst-kix_qge0quq1bxsd-4{list-style-type:none}ul.lst-kix_qge0quq1bxsd-3{list-style-type:none}.lst-kix_ea3ady2gsqvt-3 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-4 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-7 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-8 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-5 > li:before{content:"- "}.lst-kix_ea3ady2gsqvt-6 > li:before{content:"- "}ul.lst-kix_qge0quq1bxsd-6{list-style-type:none}ul.lst-kix_qge0quq1bxsd-5{list-style-type:none}ul.lst-kix_qge0quq1bxsd-8{list-style-type:none}ul.lst-kix_qge0quq1bxsd-7{list-style-type:none}.lst-kix_f20317dl1bpg-8 > li:before{content:"- "}.lst-kix_f20317dl1bpg-5 > li:before{content:"- "}.lst-kix_f20317dl1bpg-7 > li:before{content:"- "}ul.lst-kix_fabtdtbwro3f-8{list-style-type:none}.lst-kix_f20317dl1bpg-2 > li:before{content:"- "}.lst-kix_f20317dl1bpg-6 > li:before{content:"- "}ul.lst-kix_fabtdtbwro3f-7{list-style-type:none}ul.lst-kix_fabtdtbwro3f-6{list-style-type:none}ul.lst-kix_fabtdtbwro3f-5{list-style-type:none}ul.lst-kix_fabtdtbwro3f-4{list-style-type:none}.lst-kix_f20317dl1bpg-3 > li:before{content:"- "}ul.lst-kix_fabtdtbwro3f-3{list-style-type:none}ul.lst-kix_fabtdtbwro3f-2{list-style-type:none}ul.lst-kix_fabtdtbwro3f-1{list-style-type:none}ul.lst-kix_fabtdtbwro3f-0{list-style-type:none}.lst-kix_f20317dl1bpg-4 > li:before{content:"- "}.lst-kix_f20317dl1bpg-1 > li:before{content:"- "}.lst-kix_f20317dl1bpg-0 > li:before{content:"- "}ul.lst-kix_i2oztw2pkavl-3{list-style-type:none}ul.lst-kix_i2oztw2pkavl-2{list-style-type:none}.lst-kix_ilt2spl1liyn-6 > li:before{content:"- "}ul.lst-kix_i2oztw2pkavl-1{list-style-type:none}.lst-kix_4nfr4vbs2pys-6 > li:before{content:"● "}.lst-kix_4nfr4vbs2pys-8 > li:before{content:"■ "}ul.lst-kix_i2oztw2pkavl-0{list-style-type:none}ul.lst-kix_i2oztw2pkavl-7{list-style-type:none}.lst-kix_e2c0zi3o814d-8 > li:before{content:"- "}ul.lst-kix_i2oztw2pkavl-6{list-style-type:none}ul.lst-kix_i2oztw2pkavl-5{list-style-type:none}ul.lst-kix_i2oztw2pkavl-4{list-style-type:none}ul.lst-kix_i2oztw2pkavl-8{list-style-type:none}.lst-kix_i2oztw2pkavl-1 > li:before{content:"○ "}.lst-kix_ilt2spl1liyn-4 > li:before{content:"- "}ul.lst-kix_um4d1ml4aeel-6{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-4{list-style-type:none}ul.lst-kix_um4d1ml4aeel-7{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-5{list-style-type:none}ul.lst-kix_um4d1ml4aeel-8{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-6{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-7{list-style-type:none}.lst-kix_e2c0zi3o814d-0 > li:before{content:"- "}ul.lst-kix_um4d1ml4aeel-2{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-0{list-style-type:none}ul.lst-kix_um4d1ml4aeel-3{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-1{list-style-type:none}ul.lst-kix_um4d1ml4aeel-4{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-2{list-style-type:none}ul.lst-kix_um4d1ml4aeel-5{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-3{list-style-type:none}ul.lst-kix_um4d1ml4aeel-0{list-style-type:none}ul.lst-kix_um4d1ml4aeel-1{list-style-type:none}ul.lst-kix_4nfr4vbs2pys-8{list-style-type:none}.lst-kix_ilt2spl1liyn-8 > li:before{content:"- "}.lst-kix_qge0quq1bxsd-3 > li:before{content:"- "}.lst-kix_qge0quq1bxsd-1 > li:before{content:"- "}.lst-kix_bspymgk8qioc-2 > li:before{content:"- "}.lst-kix_i2oztw2pkavl-7 > li:before{content:"○ "}.lst-kix_bspymgk8qioc-0 > li:before{content:"- "}.lst-kix_i2oztw2pkavl-3 > li:before{content:"● "}.lst-kix_4nfr4vbs2pys-0 > li:before{content:"● "}.lst-kix_4nfr4vbs2pys-2 > li:before{content:"■ "}.lst-kix_4nfr4vbs2pys-4 > li:before{content:"○ "}.lst-kix_i2oztw2pkavl-5 > li:before{content:"■ "}ul.lst-kix_ilt2spl1liyn-2{list-style-type:none}ul.lst-kix_ilt2spl1liyn-3{list-style-type:none}ul.lst-kix_ilt2spl1liyn-0{list-style-type:none}ul.lst-kix_ilt2spl1liyn-1{list-style-type:none}ul.lst-kix_ilt2spl1liyn-6{list-style-type:none}ul.lst-kix_ilt2spl1liyn-7{list-style-type:none}ul.lst-kix_ilt2spl1liyn-4{list-style-type:none}ul.lst-kix_ilt2spl1liyn-5{list-style-type:none}.lst-kix_fot7td68a0s8-1 > li:before{content:"○ "}ul.lst-kix_ilt2spl1liyn-8{list-style-type:none}.lst-kix_hkvanxb54bfm-7 > li:before{content:"- "}ul.lst-kix_xg5riptgv0u8-7{list-style-type:none}ul.lst-kix_xg5riptgv0u8-6{list-style-type:none}.lst-kix_hkvanxb54bfm-5 > li:before{content:"- "}.lst-kix_fot7td68a0s8-3 > li:before{content:"● "}.lst-kix_fot7td68a0s8-7 > li:before{content:"○ "}.lst-kix_gtku4d9zht15-1 > li:before{content:"- "}ul.lst-kix_xg5riptgv0u8-8{list-style-type:none}ul.lst-kix_xg5riptgv0u8-3{list-style-type:none}ul.lst-kix_xg5riptgv0u8-2{list-style-type:none}ul.lst-kix_xg5riptgv0u8-5{list-style-type:none}ul.lst-kix_xg5riptgv0u8-4{list-style-type:none}.lst-kix_fot7td68a0s8-5 > li:before{content:"■ "}ul.lst-kix_xg5riptgv0u8-1{list-style-type:none}ul.lst-kix_xg5riptgv0u8-0{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-1{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-2{list-style-type:none}ul.lst-kix_gtku4d9zht15-0{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-0{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-5{list-style-type:none}.lst-kix_qge0quq1bxsd-5 > li:before{content:"- "}ul.lst-kix_e2c0zi3o814d-0{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-6{list-style-type:none}.lst-kix_hkvanxb54bfm-1 > li:before{content:"- "}.lst-kix_gtku4d9zht15-5 > li:before{content:"- "}ul.lst-kix_e2c0zi3o814d-1{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-3{list-style-type:none}ul.lst-kix_e2c0zi3o814d-2{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-4{list-style-type:none}.lst-kix_qmiq2kh258mz-0 > li:before{content:"● "}.lst-kix_qmiq2kh258mz-4 > li:before{content:"○ "}ul.lst-kix_gtku4d9zht15-5{list-style-type:none}.lst-kix_qge0quq1bxsd-7 > li:before{content:"- "}ul.lst-kix_gtku4d9zht15-6{list-style-type:none}.lst-kix_hkvanxb54bfm-3 > li:before{content:"- "}ul.lst-kix_gtku4d9zht15-7{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-7{list-style-type:none}ul.lst-kix_gtku4d9zht15-8{list-style-type:none}ul.lst-kix_9kqbniz6ld4d-8{list-style-type:none}ul.lst-kix_gtku4d9zht15-1{list-style-type:none}ul.lst-kix_6a5ou63y12xx-3{list-style-type:none}ul.lst-kix_gtku4d9zht15-2{list-style-type:none}ul.lst-kix_6a5ou63y12xx-2{list-style-type:none}.lst-kix_gtku4d9zht15-3 > li:before{content:"- "}ul.lst-kix_gtku4d9zht15-3{list-style-type:none}ul.lst-kix_6a5ou63y12xx-1{list-style-type:none}ul.lst-kix_gtku4d9zht15-4{list-style-type:none}.lst-kix_qmiq2kh258mz-2 > li:before{content:"■ "}ul.lst-kix_6a5ou63y12xx-0{list-style-type:none}.lst-kix_e2c0zi3o814d-2 > li:before{content:"- "}ul.lst-kix_6a5ou63y12xx-7{list-style-type:none}ul.lst-kix_6a5ou63y12xx-6{list-style-type:none}ul.lst-kix_6a5ou63y12xx-5{list-style-type:none}ul.lst-kix_6a5ou63y12xx-4{list-style-type:none}.lst-kix_e2c0zi3o814d-4 > li:before{content:"- "}.lst-kix_qmiq2kh258mz-8 > li:before{content:"■ "}ul.lst-kix_6a5ou63y12xx-8{list-style-type:none}ul.lst-kix_e2c0zi3o814d-3{list-style-type:none}.lst-kix_e2c0zi3o814d-6 > li:before{content:"- "}ul.lst-kix_e2c0zi3o814d-4{list-style-type:none}ul.lst-kix_e2c0zi3o814d-5{list-style-type:none}ul.lst-kix_e2c0zi3o814d-6{list-style-type:none}ul.lst-kix_e2c0zi3o814d-7{list-style-type:none}ul.lst-kix_e2c0zi3o814d-8{list-style-type:none}.lst-kix_gtku4d9zht15-7 > li:before{content:"- "}.lst-kix_qmiq2kh258mz-6 > li:before{content:"● "}.lst-kix_xg5riptgv0u8-7 > li:before{content:"- "}.lst-kix_y5742objpvpe-6 > li:before{content:"● "}.lst-kix_y5742objpvpe-5 > li:before{content:"■ "}.lst-kix_xg5riptgv0u8-8 > li:before{content:"- "}.lst-kix_xg5riptgv0u8-3 > li:before{content:"- "}ul.lst-kix_isoyoq951amm-3{list-style-type:none}ul.lst-kix_isoyoq951amm-4{list-style-type:none}ul.lst-kix_isoyoq951amm-5{list-style-type:none}ul.lst-kix_isoyoq951amm-6{list-style-type:none}.lst-kix_xg5riptgv0u8-1 > li:before{content:"- "}.lst-kix_xg5riptgv0u8-5 > li:before{content:"- "}ul.lst-kix_isoyoq951amm-0{list-style-type:none}.lst-kix_y5742objpvpe-7 > li:before{content:"○ "}.lst-kix_xg5riptgv0u8-2 > li:before{content:"- "}.lst-kix_xg5riptgv0u8-6 > li:before{content:"- "}ul.lst-kix_isoyoq951amm-1{list-style-type:none}ul.lst-kix_isoyoq951amm-2{list-style-type:none}.lst-kix_y5742objpvpe-8 > li:before{content:"■ "}ul.lst-kix_hkvanxb54bfm-1{list-style-type:none}ul.lst-kix_hkvanxb54bfm-2{list-style-type:none}ul.lst-kix_hkvanxb54bfm-3{list-style-type:none}ul.lst-kix_hkvanxb54bfm-4{list-style-type:none}ul.lst-kix_hkvanxb54bfm-5{list-style-type:none}ul.lst-kix_isoyoq951amm-7{list-style-type:none}ul.lst-kix_hkvanxb54bfm-6{list-style-type:none}ul.lst-kix_isoyoq951amm-8{list-style-type:none}.lst-kix_xg5riptgv0u8-4 > li:before{content:"- "}ul.lst-kix_hkvanxb54bfm-7{list-style-type:none}ul.lst-kix_hkvanxb54bfm-8{list-style-type:none}.lst-kix_6a5ou63y12xx-6 > li:before{content:"● "}.lst-kix_6a5ou63y12xx-5 > li:before{content:"■ "}.lst-kix_6a5ou63y12xx-7 > li:before{content:"○ "}ul.lst-kix_hkvanxb54bfm-0{list-style-type:none}.lst-kix_6a5ou63y12xx-8 > li:before{content:"■ "}.lst-kix_xg5riptgv0u8-0 > li:before{content:"- "}.lst-kix_y5742objpvpe-4 > li:before{content:"○ "}.lst-kix_y5742objpvpe-3 > li:before{content:"● "}.lst-kix_y5742objpvpe-0 > li:before{content:"● "}.lst-kix_y5742objpvpe-2 > li:before{content:"■ "}.lst-kix_y5742objpvpe-1 > li:before{content:"○ "}ul.lst-kix_bspymgk8qioc-0{list-style-type:none}ul.lst-kix_bspymgk8qioc-1{list-style-type:none}ul.lst-kix_bspymgk8qioc-2{list-style-type:none}ul.lst-kix_bspymgk8qioc-3{list-style-type:none}ul.lst-kix_bspymgk8qioc-8{list-style-type:none}.lst-kix_bspymgk8qioc-3 > li:before{content:"- "}.lst-kix_6a5ou63y12xx-3 > li:before{content:"● "}.lst-kix_bspymgk8qioc-4 > li:before{content:"- "}ul.lst-kix_bspymgk8qioc-4{list-style-type:none}.lst-kix_6a5ou63y12xx-4 > li:before{content:"○ "}ul.lst-kix_bspymgk8qioc-5{list-style-type:none}ul.lst-kix_bspymgk8qioc-6{list-style-type:none}ul.lst-kix_bspymgk8qioc-7{list-style-type:none}.lst-kix_bspymgk8qioc-6 > li:before{content:"- "}ul.lst-kix_qmiq2kh258mz-7{list-style-type:none}ul.lst-kix_qmiq2kh258mz-6{list-style-type:none}.lst-kix_bspymgk8qioc-5 > li:before{content:"- "}.lst-kix_bspymgk8qioc-7 > li:before{content:"- "}ul.lst-kix_qmiq2kh258mz-8{list-style-type:none}ul.lst-kix_qmiq2kh258mz-3{list-style-type:none}ul.lst-kix_qmiq2kh258mz-2{list-style-type:none}ul.lst-kix_qmiq2kh258mz-5{list-style-type:none}ul.lst-kix_qmiq2kh258mz-4{list-style-type:none}.lst-kix_9kqbniz6ld4d-6 > li:before{content:"● "}.lst-kix_6a5ou63y12xx-2 > li:before{content:"■ "}.lst-kix_9kqbniz6ld4d-7 > li:before{content:"○ "}ul.lst-kix_qmiq2kh258mz-1{list-style-type:none}.lst-kix_6a5ou63y12xx-1 > li:before{content:"○ "}ul.lst-kix_ea3ady2gsqvt-0{list-style-type:none}ul.lst-kix_qmiq2kh258mz-0{list-style-type:none}.lst-kix_9kqbniz6ld4d-8 > li:before{content:"■ "}.lst-kix_bspymgk8qioc-8 > li:before{content:"- "}.lst-kix_6a5ou63y12xx-0 > li:before{content:"● "}ul.lst-kix_ea3ady2gsqvt-5{list-style-type:none}.lst-kix_9kqbniz6ld4d-2 > li:before{content:"■ "}ul.lst-kix_ea3ady2gsqvt-6{list-style-type:none}ul.lst-kix_ea3ady2gsqvt-7{list-style-type:none}.lst-kix_9kqbniz6ld4d-1 > li:before{content:"○ "}.lst-kix_9kqbniz6ld4d-3 > li:before{content:"● "}ul.lst-kix_ea3ady2gsqvt-8{list-style-type:none}ul.lst-kix_ea3ady2gsqvt-1{list-style-type:none}ul.lst-kix_ea3ady2gsqvt-2{list-style-type:none}ul.lst-kix_ea3ady2gsqvt-3{list-style-type:none}ul.lst-kix_ea3ady2gsqvt-4{list-style-type:none}.lst-kix_ilt2spl1liyn-2 > li:before{content:"- "}.lst-kix_9kqbniz6ld4d-5 > li:before{content:"■ "}.lst-kix_9kqbniz6ld4d-4 > li:before{content:"○ "}.lst-kix_ilt2spl1liyn-0 > li:before{content:"- "}.lst-kix_ilt2spl1liyn-1 > li:before{content:"- "}.lst-kix_4nfr4vbs2pys-7 > li:before{content:"○ "}.lst-kix_ilt2spl1liyn-7 > li:before{content:"- "}.lst-kix_4nfr4vbs2pys-5 > li:before{content:"■ "}.lst-kix_ilt2spl1liyn-3 > li:before{content:"- "}.lst-kix_9kqbniz6ld4d-0 > li:before{content:"● "}.lst-kix_i2oztw2pkavl-0 > li:before{content:"● "}.lst-kix_ilt2spl1liyn-5 > li:before{content:"- "}ul.lst-kix_y5742objpvpe-8{list-style-type:none}.lst-kix_e2c0zi3o814d-1 > li:before{content:"- "}.lst-kix_qge0quq1bxsd-2 > li:before{content:"- 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Lecture 3 We also discuss several other topics like What is the function of basal ganglia?

→ Social judgement theory:

  • Selective perception - people already have a way of looking at the world
  • Selective exposure - you only expose yourself to stuff you agree with
  • Christians will not go to/expose themselves to  Atheists United meeting
  • Study - Smoking vs. nonsmoking messages
  • could turn knob to get rid of static
  • There are situations when we look at oppositional views, but selective exposure is the norm
  • Pick friends, neighborhoods, news channel that align with your views/attitudes
  • Political segregation - choose news sources align with your point of view (FOX= conservative?)
  • “echo chambers"
  • ego involvement people - not the only people who have strong attitudes
  • Everyone is biased on some issue
  • These ideas are usually not from yourself, but from influences (upbringing, etc)
  • other people have valid perspectives too though

→ Attitude accessibility theory

  • Russell FOSIO)
  • attitude = association or linkage between an object(issue, person etc) and evaluation(positive or negative)
  • ex. link between country and patriotic feeling
  • ex. link between ethnic identity and pride
  • ex. link between a race and hatred
  • vary along a continuum of strong and weak attitudes
  • Implicit attitudes - hidden attitudes (below the threshold of consciousness).
  • some strong attitudes = subconscious (ex-racist feelings)
  • prejudice - blindly hating people from a different group
  • can also be activated automatically (immediately spring forward)
  • influence implicit responses you are unaware of (uncontrollable)
  • Non-verbal

• expressions of an attitude - habitual We also discuss several other topics like How are drugs excreted from the body?

• emerge automatically

  • can come from upbringing

• children as early as 6 can have anti-black a implicit attitude

• These can be mitigated / lessened with education? If you want to learn more check out What are the major events on the geologic time scale?

• no, they are persistent

  • Do we have dual attitudes? or are they just complex (aware/ unaware)?
  • Some feelings (gut-level) are so strong that they go against social norm. .
  • very difficult to persuade otherwise
  • Even if you “change” them, there is a residue of your old attitude

  • To which degree is it possible for prejudiced childhood thoughts from be learned?

If you want to learn more check out Explain the line, "what does rough winds do shake the darling buds of may mean" from shakespeare's sonnet.
If you want to learn more check out When does j. s. bach die?

→ Functional Approach to attitudes (theory)

  • attitudes serve different functions for people
  • in order to persuade someone, consider what functions their attitudes serve

• Why do people hold the attitudes they do?

  • Without attitudes, we would have to assess 1000s of costs / benefits for each thing
  • So attitudes are functional

We also discuss several other topics like What is the meaning of global climate in geography?

Strong Vs Weak attitudes

  • Strong 
  • Well-learned associations - strong, enduring, and easily activating triggering
  • Ex. look at the word “USA” and immediately feel something

  • Weak
  • Familiarity with the object, but lukewarm evaluation towards it
  • Ex. actor who kind of know-he’s cool
  • Can get an attitude, but doesn’t come I guess immediately

  • Accessibility and association - key aspects/constructs of this theory
  • Accessibility - ease of getting in touch
  • Association - links among the components of

(Object and evaluation)

  • The stronger the links, the stronger the attitude
  • Associative networks
  • Ex. USA (object) =link= positive
  • Each of which you feel positively
  • Patriotic feelings
  • Link uncle Sam,
  • Link freedom
  • Link apple pie
  • Links go on and on
  • (-) links to certain objects too
  • Can have ambivalent attitude if some links = (-) and some = (+) ⇒ weaker attitude
  • Can influence related behaviors, values, etc
  • Study - shown images, push button if you like or dislike

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