国外社会心理学1课件4.ppt

国外社会心理学1课件4.ppt

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Chapter4Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingareprohibitedbylaw:

anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork;preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofanyimages;anyrental,lease,orlendingoftheprogram.Attitudes:

EvaluatingtheSocialWorldCopyright2006,AllynandBaconChapterOutlineAttitudeFormationAttitudeFunctionsLinkBetweenAttitudesandBehaviorPersuasionCognitiveDissonanceCopyright2006,AllynandBaconAttitudesAttitudesevaluationsofvariousaspectsofthesocialworldThestudyofattitudesisamajortopicwithinthefieldofsocialpsychology.Theyrepresentaverybasiccomponentofsocialcognition.Theyofteninfluencebehavior,especiallywhentheyarestrong,accessible,andlong-standing.Copyright2006,AllynandBaconAttitudeFormationHowAttitudesDevelopSocialLearningtheprocessthroughwhichpeopleacquirenewinformation,formsofbehavior,orattitudesfromotherpersonsThreelearningprocessesareimportanttothedevelopmentofattitudes.ClassicalConditioninglearninginwhichonestimulusbecomesasignalforthepresentationofanotherstimulus（learningbyassociation）SubliminalConditioningclassicalconditioningofattitudesbyexposuretostimulithatarebelowindividualsthresholdofconsciousawarenessCopyright2006,AllynandBaconAttitudeFormationHowAttitudesDevelopInstrumentalConditioninglearninginwhichresponses（e.g.,attitudes）thatleadtopositiveoutcomesorwhichavoidnegativeoutcomesarestrengthenedObservationalLearninglearninginwhichindividualsacquirenewformsofbehavior（e.g.,attitudes）asaresultofobservingothersMediaexposurecaninfluenceattitudeformation.Third-PersonEffecttheimpactofmediaexposureonothersattitudesandbehaviorsisoverestimatedandtheimpactontheselfisunderestimatedSocialComparisontopeoplethatarelikedalsoplaysaroleinlearningattitudesfromothersandpeoplelearnattitudesfromthosetheylikeandrespect.Copyright2006,AllynandBaconAttitudeFunctionsAttitudeformationisabasiccognitiveprocessthatcanbeviewedasalmostautomatic.MereExposurePeopleformattitudestowardthingsthattheyhaveseenbefore,butdonotnecessarilyrememberseeing.Attitudesservemanyfunctions.TheKnowledgeFunctionattitudesaidintheinterpretationofnewstimuliandenablerapidrespondingtoattitude-relevantinformation（inwaysthatmaintainthem）.Attitudeshelptomakesenseofthesocialworldquickly.Copyright2006,AllynandBaconAttitudeFunctionsAttitudesservemanyfunctions.TheIdentityorSelf-ExpressionFunctionattitudescanpermittheexpressionofcentralvaluesandbeliefsandtherebycommunicatepersonalidentity.Thiscanincludegroupmembershipandidentity.Peoplearemorelikelytoadopttheattitudepositionofsomeonewithwhomtheyshareanimportantidentity.TheSelf-EsteemFunctionholdingparticularattitudescanhelpmaintainorenhancefeelingsofself-worth.Attitudesbasedonmoralconvictionsaregoodpredictorsofbehavior.Copyright2006,AllynandBaconAttitudeFunctionsAttitudesservemanyfunctions.TheEgo-DefensiveFunctionclaimingparticularattitudescanprotectpeoplefromunwantedorunflatteringviewsofthemselves.Forexample,whenprejudicedpeoplestatethattheyareagainstprejudiceanddiscriminationtheyprotectthemselvesfromseeingthattheyareactuallybigoted.TheImpressionMotivationFunctionpeoplecanuseattitudestoleadotherstohaveapositiveviewofthemselves.Whenmotivatedtodoso,theattitudespeopleexpresscanshiftinordertocreatethedesiredimpressiononothers.Attitudesthatserveanimpressionmotivationfunctioncanleadpeopletoformulateargumentsthatsupporttheirviews.Copyright2006,AllynandBaconAttitudeFormationandFunctionsWhatareyourthoughts?

Howisanattitudeformedthroughtheprocessofclassicalconditioningorsubliminalconditioning?

Whatareexamplesofattitudesthatpeoplelearnfromthemedia?

Arethereproblemswithlearningattitudesfromthemedia?

Ifso,whatarethey?

Whatfunctionsdoyourattitudesserve?

Arepeoplealwaysawareofwhytheyholdtheattitudesthattheydo?

Whatareconsequencesofnotbeingawareofthesefunctions?

Copyright2006,AllynandBaconLinkBetweenAttitudesandBehaviorRoleoftheSocialContextSocialattitudesdonotalwayspredictbehavior.LaPiere（1934）foundthattheactionsofbusinessownersdidnotmatchtheirattitudes.BusinessesgavetheChinesecoupletravelingwithhimverygoodservice.But,theyexpressednegativeattitudesinwrittenresponsestoLaPiere,sayingthattheywouldnotofferservicetoChinesecustomers.Attitudesdifferentiallypredictbehaviordependingonhowpublictheactionisandwhethertherearepotentialsocialconsequences.Copyright2006,AllynandBaconLinkBetweenAttitudesandBehaviorWhenandWhyDoAttitudesInfluence