- attitudes
o
favorable or unfavorable evaluative reactions
§ beliefs, feelings, behaviors
o
ABC’s of attitude
§ A = affect
§ B = behavior
§ C = cognition
Do
Attitudes Determine Behavior?
- are we all hypocrites?
o
Festinger
§ behavior determines attitude
o
Wicker research
o
“moral hypocrisy”
§ Batson research
o
change attitude to change behavior?
- social influence minimized
o
implicit association test
o
“bogus pipeline”
- attitudes and specific
behaviors are measured
o
theory of planned behavior
§ attitude toward behavior
§ subjective norms
§ perceived control
§ intention
o
specific attitudes predict actual behavior
- attitudes are potent
o
aware of attitude
o
self-consciousness
o
influence on moral hypocrisy
- role playing
o
role = behavioral norm
o
Zimbardo’s Stanford Prison Study
§ role becomes real
- foot-in-the-door phenomenon
o
small request, then larger one
o
Freedman and Fraser study
o
initial compliance voluntary
o
low-ball technique
§ remove advantages
o
real life applications
§ airlines, hotels
§ customer fill out contract
- evil acts and attitudes
o
gradual escalation
o
erode conscience
o
voluntary
o
examples
§ war
§ slavery
- social movements
o
Nazi
o
political rituals
§ public conformity builds patriotism
- self-presentation
o
good impression
o
express attitudes to match behavior
- self-justification
o
maintain consistency
o
cognitive dissonance
§ tension felt when thoughts
are inconsistent
§ adjust thinking
§
· rationale changed
§ Festinger and Carlsmith
research
· insufficient justification
o
reduce dissonance by justifying behavior
o
children
o
dissonance after decisions
§ 2 equally attractive choices
· upgrade choice
§ contributes to
overconfidence
· horse races
- self-perception
o
look at own behavior, circumstances
o
expressions and attitudes
§ Laird research
§ imitation creates empathy
o
overjustification and intrinsic motivation (IM)
§ effect of rewards
· enjoyment due to reward vs.
personal interest
§ types of rewards
· informing
o
increase IM
· controlling
o
decrease IM