PSYC1004 Lecture Notes - Theory Of Planned Behavior, Classical Conditioning
LECTURE 3: ATTITUDES & BEHAVIOUR
→ What are attitudes?
o A view about something (e.g. person, idea, symbol) which is either
positive/negative, for/against etc.
→ ABCs of attitudes
o Affect – evaluations are based on positive and negative emotions associated with
a target/issue/attitude object
o Behaviour – a behavioural tendency or intention to act in a certain manner
towards the attitude object
o Cognition – evaluations based on beliefs and facts
→ Dimensions of attitudes (describing attitudes)
o Attitude strength
• Durability
• Impact (shape behaviour)
• Extremity
o Attitude importance
o Attitude accessibility
o Attitudinal ambivalence
o Attitudinal coherence
→ Measuring (implicit and explicit) attitudes
o Explicit – bogus pipeline
• Tell people they are hooked up to lying machine and ask them to tell you
their attitudes towards something (would get more accurate readings as
the person genuinely believes you would be able to tell if they are lying on
machine)
o Covert – physiological measures (facial expressions)
o Implicit – implicit associations test
• Online questionnaire
How do attitudes develop?
→ Genetics
→ Classical conditioning (e.g. Pavlov)
→ Subliminal conditioning
→ Mere Exposure
→ Instrumental conditioning
→ Social (observational) learning
→ Reference groups/social networks
o Attitudes are formed through basic process of learning
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