Attitudes & Persuasion Notes
Attitudes & Persuasion Notes PSYC2012
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This 4 page Class Notes was uploaded by Emily Lowe on Friday February 20, 2015. The Class Notes belongs to PSYC2012 at George Washington University taught by Dr. Duval in Spring2015. Since its upload, it has received 162 views.
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Date Created: 02/20/15
Class Notes Social Psychology Exam Structure Scantron use full name not a nickname You have the full class period Study guide outline of topics covered in class but does not discuss anything that may be on the test that was in the book 42 multiple choice about 15 points each Will have some questions that were only in the book but did not go over in class Little more challenging than our class quizzes 4 short answer about 10 points each Don t feel the need to overanswer the question not an essay and it often does not even need to be in full sentences maybe one or two words Just write enough to answer the question If it says list something just bullet it All short answer will be about things talked about in class not if it was only in the book Attitudes amp Persuasion Attitude an evaluative judgement about a particular object person or issue Your opinion about a particular object person or issue Usually assessed on a continuum ranging from positive to negative Example How much do you like coke From negative 5 to positive 5 Could be 010 1100 etc Why do we study attitudes Why are they important Endunng They can change Persuasion but it happens for a reason Attitudes don t fluctuate often which is why they are important to study can use them to predict behavior Learned We are not born with these attitudes but learn them over time Important to study to try to prevent them from forming change them Affect Informative Processing Attitude you have about something influences what you pay attention to and what you remember Example If you are very political and read the paper every morning you probably gravitate towards writers you know you ll agree with and steer clear of ones you know you won t agree with lnfluence Behavior Not always but often do 3 components to an attitude all attitudes do not have all three of these but some do 1 Affective how we feel about it 2 Cognitive what we know about the object 3 Behavioral how we ve acted toward the attitude object in the past Best way to changepersuade a different behavior is to target the component used to make this attitude Theories about each component Affect how you feel toward it Mere Exposure Theory the more we re exposed to something the more we like it This is only in a situation when you are initially neutral to the situation NOT if you do not like the situation to begin with If you move into a new apartment and your neighbor s dog barks all day every day you aren t going to like it more as we hear the dog bark more Classical Conditioning think Pavlov s dogs Unconditioned stimulus UCS gt Unconditioned Response UCR Pavlov Food gt Salivation Class example Susie gt Happy Susie makes you happy and she starts hanging out with Joe a lot You see them around campus all the time but you ve actually never met Joe Conditioned stimulus CS gt Conditioned Response CR Pavlov Bell gt Salivation Class example Joe gt Happy Cognition what we know about it Theory of Reasoned Action attitudes sum of beliefs X evaluation of beliefs Do you have more positive or negative beliefs towards something Where do our beliefs come from 1 Personal experience 2 Other people parents peers media etc This theory is not thought to be the full picture more recent work has expanded this theory attitude toward the actsubjective normsperceived behavioral control gt intention to act gt behavior OR perceived behavioral control gt behavior Subjective Norms what people around youpeople who are close to you think you should dohow you should feel Perceived Behavioral Control can you actually accomplish something Example You may like GW but can you afford it Will they give you enough financial aid Behavior how we ve acted toward attitude object in the past SelfPerception Theory Bem we review our behavior toward that attitude object and infer our attitude from that behavior Only likely for attitudes that are weak or not well thought out Example You voted for Obama in 2008 and at the election in 2012 you say oh I voted for him before I must like him Operant Conditioning learning theory that is based on principles of reinforcement and punishment Example The daughter says to her dad I m a republican and the dad says that s right honey you are a republican and gives her a cookie the daughter is now really liking being a republican
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