A similar concept is used by psychologists while formulating means to tackle social issues like racism, discrimination, etc. This involves literally selling attitudes to people thereby influencing their behaviour. Akshay G Paraskar. Gaargi Tomar. Abinaya Suresh. Maharshi Ghosh.
Sai Prabhas Mallidi. Others How do attitudes influence our behaviour? The Need for Racial Equity. Spiritual Quotient: Preponderant over intelligence quotient and emotional quotient Sangeeta November 12, Farmers protest Gaargi Tomar November 7, Recently Joined Bloggers Sofia Jahan.
Mufliz Khan. Dynamic skills. Gajaraj Gartia. Mukul Garg. There are also aspects of the attitude itself that can strengthen the connection. A strong attitude is one that has the power to impact our thoughts and behavior and is resistant to change and stable over time. The research on strong attitudes often finds quite a few strength-related attitude attributes. We have already learned that an attitude will be stronger when it comes from our direct experiences and if we are closer to these strength-related attitude attributes, we can see how they contribute to attitude strength.
How much do I care about it? Can you think of something that means a lot to you? I care a lot about the issues that impact women. I grew up in a highly gender stereotyped household and that direct experience impacted me and made it important to me.
I now feel strongly about equality between the genders. As we learn more about our attitude it will grow stronger. Knowledge of that attitude is the second factor.
To continue the example, I spend a lot of time reading books on feminism, study gender equality, teach about gender and become more knowledgeable about equality. If you remember from Module 3, the self-reference effect indicates that something connected to us will be remembered easier and more quickly. This is important to the third factor that increases strength, accessibility.
We measure this by timing how long it takes you to think about an attitude in relation to an attitude object. This strong reaction is a good example of attitude intensity or the strength of the emotional reaction that is elicited from the attitude object.
In this case, maggots tend to elicit a strong reaction of disgust. They are also less likely to change over time. This will be important to us in the next module on persuasion. Aspects of the attitude — Attitude specificity.
Another way that we can increase the chances that an attitude will lead to a consistent behavior is to make sure that the attitude is more specific than general. I need to ask your attitude about attending church every Sunday. You will notice that they are at the same level of specificity or are more specific than general. Typically, the more specific the attitude the better it will be at predicting the specific behavior.
If you wanted to know if people were planning to vote for a specific candidate in the current election, what attitude would you need to know about them to predict who they would vote for?
Behavior prediction models. The important distinction between general attitudes and behavior-specific ones is that behavior-specific ones allow us to better predict behavior. First, we need to know their evaluation, positive or negative, toward cheating on their significant other. Then we need to know if important others in their life would cheat on their significant other.
Both pieces of information determine their intention to cheat on a significant other. If they intend to cheat then we will expect to see when we look at their behavior that they will cheat on their significant other. This is the theory of reasoned action. Later Ajzen separated from Fishbein believing that another critical component was part of the model and missing from the original theory.
This model became the theory of planned behavior and added perceived behavioral control Ajzen, This component is much like self-efficacy discussed in a previous module and deals with your confidence in being able to engage in the behavior. So, if you look at our cheating example, Ajzen believed that you could meet all the conditions above intending to cheat, but still not cheat. He said that if you do not believe you can cheat because you do not have the opportunity place to cheat, person to cheat with, do not think you can get away with it that you will not cheat.
This an example of perceived behavioral control. One way that our behavior impacts our attitudes is when it helps us to understand what we are feeling. Often throughout the day we will have moments of uncertainty or ambiguity about our evaluation of an object, person, or issue.
We will look to our actions to determine what it is we are feeling, called self-perception theory. All of this happens outside of our awareness. It is only through discussing it in a psychology course that you might introspectively examine the process and realize that an uncertainty about your feelings or attitude about your favorite music can be cleared up by looking at your music library and realizing that both rap and alternative are equally your favorite.
One of my favorite studies in psychology because of the ingenious methodology helps exemplify this idea. Researchers had one group of participants place a pen in their lips, which would inhibit a smile, and another group of participants were asked to put a pen in their teeth, which would facilitate a smile.
Both groups then watched a funny segment of a cartoon. The researchers predicted and found that participants in the teeth condition evaluated the cartoon as funnier than the participants who placed the pen in their lips.
The thinking behind this is that a pen in your teeth makes the muscles around your mouth move into a smile and we should interpret our feelings as positive based on this facial expression Strack, et al, Sometimes as we move through our lives, we will realize that some behaviors we are engaging in do not fit with one of our attitudes or we will have two attitudes that we realize seem to contradict each other.
This inconsistency or conflict results in an unpleasant feeling that we want to immediately get rid of or reduce, called cognitive dissonance. It is another instance of how a behavior impacts our attitudes and, in this case, could change it.
An example of this would be if you toss a can or newspaper in the trash and you hold the attitude that recycling is important to saving the planet. You will probably immediately feel like you are a hypocrite, especially if someone else points it out. It is important to us to get rid of this feeling as quickly as possible.
We will do this in one of three ways and choose the one that requires the least effort. We can change our attitude or behavior.
I can take the can out of the trash. This is probably the option that requires the least effort. The next option for reducing dissonance is to seek out new information that supports our attitude or behavior. A popular example here is that smokers who feel dissonance from their behavior and the research on smoking dangers will seek out information that this research is inconclusive or minimal. In our example, we might recall a recent article we read outlining the recycling of one person and showing that it does not change the overall picture of climate change.
We leave the can and reduce our dissonance. The last option is called trivialization. This is where we make the attitude less important. However, something like reducing our plastic consumption is an important attitude to replace the dissonant one Petty, Can you think of the last time you felt this unpleasant feeling from conflicting attitudes or an attitude and behavior? This process often occurs outside of our awareness. For example, when people flatter their bosses or instructors and believe it or keep silent if they think an attitude is unpopular.
Again, expression can be nonverbal [think politician kissing baby]. Attitudes then, are to do with being apart of a social group and the adaptive functions helps us fit in with a social group. People seek out others who share their attitudes, and develop similar attitudes to those they like. The ego-defensive function refers to holding attitudes that protect our self-esteem or that justify actions that make us feel guilty.
For example, one way children might defend themselves against the feelings of humiliation they have experienced in P. This function has psychiatric overtones. Positive attitudes towards ourselves, for example, have a protective function i. The basic idea behind the functional approach is that attitudes help a person to mediate between their own inner needs expression, defense and the outside world adaptive and knowledge.
McLeod, S. Attitudes and behavior. Simply Psychology. Eagly, A. The psychology of attitudes. Harcourt Brace Jovanovich College Publishers. Hogg, M. Social Psychology 4th edition. London: Prentice-Hall.
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