Attitudes





Definition: a favorable or unfavorable evaluative reaction



ABC's of attitudes

Affect Component



Behavioral Component



Cognitive Component







Do attitudes predict behavior?



Explanations: Measurement Issues

1. Are subjects telling the truth?









2. Levels of Measurement Specificity

a. Action (performed)



b Target (at which action is directed)



c. Context (in which action is directed)



d. Time (within which action takes place)




3. Principle of aggregate behavior









Explanations/Theoretical Issues:

1. Attitude accessibility
















































2. Personality Factors








































Does our Behavior determine our Attitudes

Evidence from:

Foot-in-the-door-phenomena



procedure: -are you pro-safe driving, will you advertise?

-sign petition

-will you advertise?



procedure: -FITD vs control group

-bse card vision test

-gyn. Exam gyn. Exam





Role playing

procedure: -Attitudes toward smoking

-smokers asked to role play cancer victims vs. Info





procedure: -Attitudes toward body image

-role play non-eating disordered patients








Explanations:

Self-presentation









Self-Justification/Cognitive Dissonance













Self-Perception theory


























Testing these competing explanations