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Social Psych

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Social Psych Exam 2 notes

Attitudes—evaluations of various aspects of the social world.

Why study attitudes?
Evaluation is the basic building block of social thought •Attitudes affect behavior—persuasion

3 components of attitude

Explicit attitude—attitudes we consciously endorse, and can easily report—favorite food Implicit attitude—attitudes that are involuntary, uncontrollable, and at times unconscious—this is what is usually studied

Functions of attitudes
Self esteem
Ego defensive
Impression motivation

Attitude Formation
Classical conditioning
oForm of learning in which one stimulus, initially neutral, acquires the capacity to evoke reactions through repeated pairings with another stimulus •Normal woman with shark or happy couple
Camel cigarettes with Joe cool
Blue pen with nice music, tan pen with bad music, people choose the blue pen oRepeated many times (necessary)
Operant conditioning
oForm of learning in which responses that lead to positive outcomes or that permit avoidance of negative outcomes are strengthened •Luau party: interviewer says good if it is positive and when the polled later they were in favor of the party—interviewer said nothing if negative •Observational learning

oSome linked to genetics—political and religious beliefs
oMore along the lines of liberal and conservative
Death penalty, censorship
Genes interact with dopamine and serotonin levels
There is no one actual gene that says liberal or conservative

Strength of Attitudes
Strong attitudes are
oMore resistant to persuasion
oPredict behavior better
Stronger more committed to it so believe it is correct
oSuper duper democrat/die hard republican
Embeddedness—more connected in your brain
oSo if someone is super republican their attitudes toward gun policy and tax ideas are...

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