PSYC10004 Lecture Notes - Lecture 13: Condom, Safe Sex, Identity Function
Definition of Attitudes
Learned predisposition to respond in a consistently favourable or
unfavourable manner with respect to a given object
Learned predisposition
Inclinations - pre-existing
§
Not innate - learn to have certain attitudes
§
○
Favourable or unfavourable
○
Towards a given object
○
-
Liking or disliking
-
Attitude structure and function
Attitude structure
How components of attitudes are related to each other (intra-
attitudinal)
○
-
Attitude function
What attitudes do
○
-
Attitude structure: Tripartite model
Behaviour
Operant conditioning
Behaviour followed by reinforcement (increases likelihood)
/punishment (decreases likelihood of performance again)
§
○
-
Affective
Classical conditioning/earning
○
Pavlov's dog
Food + stimulus presented at same time -> dogs learns + salivates
when hearing the bell
§
○
-
Cognitive
Social learning
Other ppl tell you - these functions, these ideas, these feelings
§
○
-
Attitude functions
What ends do attitudes serve?
Knowledge function: to figure out what an object is like
○
Utilitarian function: as a means to attain a specific goal (gaining
rewards and avoiding punishments)
○
Self-esteem maintenance function: to protect one's self-esteem
○
Social identity function: to express one's values and identifying with the
group that endorses them
○
-
Overview of the issues
Attitudes can influence behaviours
-
By influencing attitudes, we can influence people
-
Brief History
Attitude-behaviour relationship was assumed to exist
-
Attitudes were found not to predict behaviour too well (eg. La Piere, 1934)
Looked at Americans related to Chinese ppl
Observed how ppl in campsites will behave
§
○
-
When do attitudes predict behaviour?
-
Specific OR General Behaviour
Continuum of specificity is determined by act, object, context, and time
Act: Safe sex (includes a number of possible acts such as abstaining,
using a condom, keeping a monogamous relationship, etc.)
Can perform the behaviour in different ways
§
○
Object: Condoms
Having the object doesn’t determine how you use it
§
○
-
Specific or General Attitude
Objects to which attitudes are directed may be specific or general
-
Behaviour Prediction
Given behaviour is predicted by the corresponding attitude
-
General behaviour is best predicted by a general attitude, whereas a specific
behaviour is better predicted by a specific attitude
-
Question:
Need the last attitude!!
-
Theory of Reasoned Action (Fishbein & Ajzen)
Normative beliefs: what ppl who are important to you think
-
Intention determined by attitudes and subjective norm
-
Intention to perform a behaviour is the best predictor of the behaviour which
is under volitional control (cog process by which an individual decides on and
commits to a particular course of action - purpose striving)
-
Attitudes towards the behaviour are determined by underlying beliefs about
the consequences of the behaviour
-
Subjective norms are determined by beliefs about what significant others
think you should do
-
Some behaviours aren't under volitional control (eg. Using a condom - what if
your partner says he/she doesn't want to use one?)
-
Behavioural control (ie. Extent to which one can control the performance of
the behaviour) is determined by the availability of resources and
opportunities
-
Theory of Planned Behaviour (Fazio)
Predicting Weight Loss
Perception of behavioural control is fairly accurate
○
Low perceived control -> intention doesn’t influence weight loss
○
Attitude Accessibility Theory (Fazio)
Systematic vs. superficial (quick, automatic) processes
Systematic: effortful, uses cognitive resources
○
Superficial: effortless, doesn’t tax cognitive resources
○
With exercise, systematic processes can become automatic (eg.
Driving)
○
-
Attitude Accessibility 1
Attitude Accessibility 2
Attitudes tend to be stronger, when
Formed based on the direct experience (by interacting with the attitude
object directly)
○
One has a vested interest
○
Attitudes are expressed repeatedly
○
Attitudes are expressed recently
○
-
Attitude Accessibility 3
In order for general attitudes to guide specific behaviour, attitudes must be
ACCESSIBLE and RELEVANT
-
Attitude Behaviour Relationships
When are systematic processes likely to occur?
Lecture 13 Social Psychology 4
Tuesday, 21 August 2018
2:32 pm
Definition of Attitudes
Learned predisposition to respond in a consistently favourable or
unfavourable manner with respect to a given object
Learned predisposition
Inclinations - pre-existing
§
Not innate - learn to have certain attitudes
§
○
Favourable or unfavourable
○
Towards a given object
○
-
Liking or disliking
-
Attitude structure and function
Attitude structure
How components of attitudes are related to each other (intra-
attitudinal)
○
-
Attitude function
What attitudes do
○
-
Attitude structure: Tripartite model
Behaviour
Operant conditioning
Behaviour followed by reinforcement (increases likelihood)
/punishment (decreases likelihood of performance again)
§
○
-
Affective
Classical conditioning/earning
○
Pavlov's dog
Food + stimulus presented at same time -> dogs learns + salivates
when hearing the bell
§
○
-
Cognitive
Social learning
Other ppl tell you - these functions, these ideas, these feelings
§
○
-
Attitude functions
What ends do attitudes serve?
Knowledge function: to figure out what an object is like
○
Utilitarian function: as a means to attain a specific goal (gaining
rewards and avoiding punishments)
○
Self-esteem maintenance function: to protect one's self-esteem
○
Social identity function: to express one's values and identifying with the
group that endorses them
○
-
Overview of the issues
Attitudes can influence behaviours
-
By influencing attitudes, we can influence people
-
Brief History
Attitude-behaviour relationship was assumed to exist
-
Attitudes were found not to predict behaviour too well (eg. La Piere, 1934)
Looked at Americans related to Chinese ppl
Observed how ppl in campsites will behave
§
○
-
When do attitudes predict behaviour?
-
Specific OR General Behaviour
Continuum of specificity is determined by act, object, context, and time
Act: Safe sex (includes a number of possible acts such as abstaining,
using a condom, keeping a monogamous relationship, etc.)
Can perform the behaviour in different ways
§
○
Object: Condoms
Having the object doesn’t determine how you use it
§
○
-
Specific or General Attitude
Objects to which attitudes are directed may be specific or general
-
Behaviour Prediction
Given behaviour is predicted by the corresponding attitude
-
General behaviour is best predicted by a general attitude, whereas a specific
behaviour is better predicted by a specific attitude
-
Question:
Need the last attitude!!
-
Theory of Reasoned Action (Fishbein & Ajzen)
Normative beliefs: what ppl who are important to you think
-
Intention determined by attitudes and subjective norm
-
Intention to perform a behaviour is the best predictor of the behaviour which
is under volitional control (cog process by which an individual decides on and
commits to a particular course of action - purpose striving)
-
Attitudes towards the behaviour are determined by underlying beliefs about
the consequences of the behaviour
-
Subjective norms are determined by beliefs about what significant others
think you should do
-
Some behaviours aren't under volitional control (eg. Using a condom - what if
your partner says he/she doesn't want to use one?)
-
Behavioural control (ie. Extent to which one can control the performance of
the behaviour) is determined by the availability of resources and
opportunities
-
Theory of Planned Behaviour (Fazio)
Predicting Weight Loss
Perception of behavioural control is fairly accurate
○
Low perceived control -> intention doesn’t influence weight loss
○
Attitude Accessibility Theory (Fazio)
Systematic vs. superficial (quick, automatic) processes
Systematic: effortful, uses cognitive resources
○
Superficial: effortless, doesn’t tax cognitive resources
○
With exercise, systematic processes can become automatic (eg.
Driving)
○
-
Attitude Accessibility 1
Attitude Accessibility 2
Attitudes tend to be stronger, when
Formed based on the direct experience (by interacting with the attitude
object directly)
○
One has a vested interest
○
Attitudes are expressed repeatedly
○
Attitudes are expressed recently
○
-
Attitude Accessibility 3
In order for general attitudes to guide specific behaviour, attitudes must be
ACCESSIBLE and RELEVANT
-
Attitude Behaviour Relationships
When are systematic processes likely to occur?
Lecture 13 Social Psychology 4
Tuesday, 21 August 2018 2:32 pm
Document Summary
Learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object. Not innate - learn to have certain attitudes. How components of attitudes are related to each other (intra- attitudinal) Food + stimulus presented at same time -> dogs learns + salivates. Food + stimulus presented at same time -> dogs learns + salivates when hearing the bell. Other ppl tell you - these functions, these ideas, these feelings. Knowledge function: to figure out what an object is like. Utilitarian function: as a means to attain a specific goal (gaining rewards and avoiding punishments) Social identity function: to express one"s values and identifying with the group that endorses them. Attitudes were found not to predict behaviour too well (eg. la piere, 1934) Continuum of specificity is determined by act, object, context, and time. Act: safe sex (includes a number of possible acts such as abstaining, using a condom, keeping a monogamous relationship, etc. )
