Attitudes

what are attitudes?

Eagly & Chaiken, 1993

multi-component perspective

cognitive

affective

behavioural

attitude formation

how do components form a summary

consistency

negative bias

accessibility

formed from

experience

Zajonc 1968

r

10 Chinese like characters on screen for 2 seconds each. characters varied in no. times presented.

mere exposure effect

classical conditioning

Staats & Staats 1962

r

meaningful words (e.g. large) paired with shocks/loud noisesmore extreme negative attitudes towards conditioned words

reinforcement/punishment

e.g. maths praise - +ve maths attitude

observational learning

learn from family/culture

attitude/behaviour relationship

LaPiere 1934

r

3 months with young CHinese couple across the USA1 out of 250 hotels and restaurants refused service6 months later sent letters asking if they would serve Chinese patronsOf the 128 replies 92% said they would refuse to serve Chinese peoplei.e. attitudes don't predict behaviour(not specific enough - chinese couple travelling with western man)

levels of specificity

Newcomb 1992

r

specific attitudes better predictors of behaviour than g eneral attitudes

Davidson & Jacard 1979

r

womens attitudes towards contraceptive pilldo you think you'll ever take contraceptive pillvsdo you hink you'll take the contraceptive pill in next two yearsbetter predictor.

time

less accurate when gap between attitude measurement + behaviour

Fishbein & Coombs 1974

opinion polls less accurate month before than week before

attitude strength

caused by

acquiring more info

Kallgren & Wood 1986

personal involvement

Sivacek & Crano 1982

attitude accessibility

Fazio & Williams 1986

Reagan study

r

quicker response time when asked qs about Reagan - more accessible - more likely to vote the way had said.

attitudes guide behaviour

without much thought

considered intentions

TRA

FIshbein & Ajzen 1975

TPB

behaviour/attitude relationship

persuasion