Overview
This lecture covers the definition, components, theories, and real-world applications of attitudes, exploring how attitudes form, change, and relate to behavior.
Definition and Components of Attitudes
- Attitude is a favorable or unfavorable evaluative reaction toward something or someone, shown in beliefs, feelings, or intended behavior.
- The cognitive component involves thoughts and beliefs about the attitude object, often seen as stereotypes.
- The affective component refers to the feelings or emotions evoked by the object.
- The conative (behavioral) component is the tendency or intention to act in certain ways toward the object.
Theories of Attitude Formation and Change
- Katz’s functionalist theory argues attitudes serve functions: instrumental (reward/penalty), knowledge (order), value-expressive (self-image), and ego-defensive (protect self).
- Learning theory explains attitudes form through classical conditioning (association), instrumental conditioning (reinforcement), and observational learning (imitation).
- Cognitive dissonance theory states individuals experience tension from inconsistent cognitions and are motivated to restore harmony by changing attitudes or cognitions.
- Bem’s self-perception theory suggests people infer attitudes from their own behavior without necessarily experiencing tension.
Applications and Real-World Examples
- Change in racist attitudes followed legal and social changes; explanations include disconfirmed expectations, new information, and shifts in social norms.
- To influence another's attitude, expose them to counter-attitudinal behaviors, information, or reinforcement.
Attitudes and Behavior Relationship
- Early research questioned the attitude-behavior link; later studies show a relationship when attitudes are measured specifically (target, action, context, time).
- Fishbein/Ajzen Model: behavioral intention is the direct predictor of behavior, influenced by affective attitudes (beliefs * evaluation) and subjective norms (others’ expectations * motivation to comply).
Criticisms and Modifications of Attitude-Behavior Models
- Feelings (affective component) can sometimes predict behavior better than intentions, especially when intentions are weak.
- Resources, volitional control, psychological traits (e.g., locus of control), and experience affect consistency between attitudes and behavior.
- Sometimes, behavior influences attitudes rather than the reverse.
Key Terms & Definitions
- Attitude — A favorable or unfavorable evaluation expressed in beliefs, feelings, or intended behavior toward something.
- Cognitive Dissonance — Tension from holding conflicting cognitions, motivating attitude change.
- Self-Perception Theory — Inferring attitudes by observing one’s behavior, without necessarily feeling tension.
- Behavioral Intention — A person's plan or motivation to perform a specific behavior.
- Subjective Norms — Perceptions of others’ expectations and motivation to comply.
Action Items / Next Steps
- Review the Fishbein/Ajzen Model and be able to apply it to real-life scenarios.
- Reflect on personal examples of attitude–behavior inconsistencies.
- Prepare to discuss how different theories explain attitude change in upcoming readings.