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A short class with Sarah and her students. The other ways are under More.
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Today, we’re going to discuss attitudes. Can anyone tell me what an attitude is?
Isn't it like how you feel about something, like if you like or dislike it?
Exactly! Attitudes are evaluations about objects, people, or issues, and they can be positive, negative, or neutral. They consist of three components: the cognitive, affective, and behavioral parts. Can anyone name them?
Cognitive is about beliefs, affective is about feelings, and behavioral is how we act?
Perfect! So remember, you can think of attitudes as having 'beliefs, feelings, and actions'—let's use the acronym BFA to help remember this. What do you think influences the formation of attitudes?
Direct experiences and maybe what we learn from others?
Correct! We form attitudes through direct experiences, social influence, and various learning processes.
Now that we know what attitudes are, let’s explore how they change. Does anyone know about persuasion?
I think it's convincing someone to change their mind?
Exactly! The Elaboration Likelihood Model explains that there are two main routes to persuasion: the Central Route and the Peripheral Route. Who can explain each of these routes?
The Central Route is when someone really thinks about the message, while the Peripheral Route is more about surface-level things like who’s delivering the info?
Great job! Central processing leads to more enduring changes while peripheral processing might result in more temporary changes. It’s essential to understand this when trying to influence attitudes.
What happens when our beliefs and actions don’t match?
Good question! That's called Cognitive Dissonance, and it often leads us to change our attitudes to reduce the discomfort from that conflict.
Let’s talk more about Cognitive Dissonance. Can anyone give an example of when they felt this?
I felt it when I wanted to eat healthy but got fast food instead.
Exactly, and how did you handle that discomfort?
I told myself it was okay because I’d exercise more later.
That’s a great example! It shows how we often change our attitudes or rationalize our decisions to resolve cognitive dissonance. Remember, the goal is to reduce discomfort!
Consistent evaluations that can influence behaviors and perceptions.
Cognitive, affective, and behavioral.
A framework for understanding persuasion.
The discomfort from conflicting beliefs that can prompt attitude change.
An individual may express a positive attitude towards environmental conservation but engage in activities that harm the environment, leading to cognitive dissonance.
A student might change their attitude about a particular subject after an inspiring lecture that deeply engages them, illustrating the central route of persuasion.
Attitudes shaped by thoughts and feels, and actions that give us all the feels!
Imagine a person who loves animals but eats meat; they find themselves in a dilemma and start to rethink their choices, ultimately deciding to adopt a vegetarian lifestyle to align with their beliefs. This illustrates cognitive dissonance in action.
To remember the components of attitudes, think 'CAB': Cognitive, Affective, Behavioral.
BFA for 'Beliefs, Feelings, and Actions.'
Term
Components of Attitudes
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Term
Elaboration Likelihood Model (ELM)
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Cognitive Dissonance
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Consistent evaluations of objects, people, or issues that can be positive, negative, or neutral.
The beliefs or thoughts that constitute an attitude.
The emotional response associated with an attitude.
The actions or intentions that exhibit an attitude.
A theory describing the two routes through which persuasive messages can cause attitude change: the Central Route and the Peripheral Route.
A psychological discomfort experienced when a person holds conflicting beliefs or attitudes.
This section discusses the nature of attitudes and the mechanisms through which they can change, focusing on their elements, formation, and the theories surrounding attitude change.
Attitudes are consistent evaluations about objects, people, or issues, comprised of cognitive, affective, and behavioral components. The section also explores how attitudes are formed and the Elaboration Likelihood Model's routes of persuasion, alongside the phenomenon of cognitive dissonance which prompts attitude change.
Attitudes are defined as enduring evaluations towards various objects, people, or issues, and consist of three components: the cognitive (beliefs), affective (emotions), and behavioral (actions) elements. The formation of these attitudes can arise from direct experience, social influences, or learning processes.
Changing attitudes often occurs through persuasion, which can be further dissected using the Elaboration Likelihood Model (ELM). This model indicates two primary routes to persuasion: 1) the Central Route, where individuals engage in thoughtful processing of information, leading to deeper attitude changes, and 2) the Peripheral Route, which relies on superficial cues such as attractiveness or authority, resulting in more temporary changes.
Additionally, Cognitive Dissonance plays a significant role in attitude change when discrepancies arise between beliefs and actions, thereby prompting individuals to change their attitudes to alleviate discomfort. Understanding these concepts is crucial to grasp how attitudes are entrenched and how they can be shifted in social contexts.