Attitude formation and change

What is attitude?
Ideas we hold about ourselves, others,
objects and experiences
An evaluation a person makes about an
object, person, group, event or issue
An evaluation refers to a judgement being
made either positive or negative about
something
How are these developed?
Experience
Reflect our individual backgrounds and
socio-cultural experiences
We form our attitudes as we interact and
are exposed to different types of media
and life in general

Tri-component model of attitudes
This is the most widely used model to
explain attitude
Proposes that attitude has three related
components the affective, behavioural
and cognitive components which are
sometimes referred to as the ABC of
attitudes (Aronson, 2008)
Affective component
Refers to emotional reactions or feelings an
individual has towards a object, person, group,
event or issue
Based on a judgment which results in either a
positive, negative or neutral response.
Examples:
I enjoy playing tennis
I hate maths
Im not interested in politics

Behavioural Component
Refers to the way an attitude is expressed
through our actions (or intended actions if
an opportunity presented itself)
Examples
Running to keep fit is the behavioural
component that reflects your attitude towards
fitness
Studying for an exam is the behavioural
component that reflects your attitude towards
school
Cognitive component
Refers to the belief we have about an
object, person, group, event or issue
These are linked to what we know about
the world and developed through
experience
Some beliefs are true and some are false
Some can be verified and some cannot
(verified- proven)
Tri-component model
Proposes that all three components must
be present before it can be said an attitude
exists
Example:
Cont.
Usually the three components are
consistent however the behavioural
component can often be inconsistent with
the affective and cognitive components
Example:

Cont.
Occasionally the behavioural component
can be consistent with one other
component but these can be inconsistent
with the third
Task
Give an example of an attitude based on
the tri-component model. Identify each of
the components
Activity 8.2 (p. 328)

Limitations of the model
Inconsistency between the three
components
Attitude is often not a predictor of
behaviour
Research- La Piere (1934) (p. 328)
Complete activity 8.4
Attitudes and behaviour
Many factors influence whether attitude
and behaviour will be consistent. Some of
the most significant factors include:
How strong the attitude is
How easily it comes to mind
The situation we are in
Our personal belief that we can actually perform
the behaviour associated with the attitude

Strength of attitude
A strong attitude is well known, easily
accessible, personally relevant and has a
strong emotional component
The stronger the attitude the more likely it
will be consistent, resistant to change and
influence behaviour
Kraus (1995) found that the stronger the
attitude that more likely it would predict
behaviour
Strength of attitude
Strong attitudes are based on having a lot of
information on the topic the person tends to be
well informed on the topic of the attitude
Based on amount of information and how the
information was obtained
Information gained through direct rather than
indirect experience will usually be associated
with a stronger attitude
Being surrounded by like minded people will
also lead to stronger attitudes
Validates the attitude
Supports the attitude
Accessibility to the attitude
Aronson (2008) An attitude that is easily
accessible is more likely to lead to
consistency between attitude and
behaviour
An easily accessible attitude is a strong
attitude that easily comes to mind (is well
thought out and well known)
Fazio and Williams (1986) pg. 330-331
Social context of the attitude
Fishbein and Ajzen (1975): whether
attitude leads to behaviour depends on
social context or specific situation a
person finds themselves in
The situation can overpower the affective
and cognitive components of the
behaviour
Perceived control over the behaviour
Attitude and behaviour are more likely to
match if people perceive (think/believe)
that they have control over the behaviour
that may result from the attitude
Perceived control-individual has the belief
that they are free to perform or not perform
the behaviour and that they can actually
do it Ajzen and Fishbein (2002)

Activity
Learning Activity 8.5: Review Questions


Factors influencing attitude formation
Classical conditioning
When learning occurs through repeated
association of two different stimuli
Stimulus: an event which may trigger a
response
Both negative and positive attitudes canbe
formed this way
Can you think of examples of this from the
media?
Operant conditioning
Based on the assumption that we tend to repeat
behaviour which has a desirable consequence
or result (reward) and tend NOT to repeat
behaviour which has an undesirable
consequence or result (punishment)
Reinforcement is any event which strengthens a
response or increases the likelihood of a
particular response occurring again
Examples?
Modelling
Occurs when someone uses observation
of another persons actions and their
consequences to guide their future
thoughts, feelings and behaviour
This can be done unconsciously

Repeated exposure
Being exposed to an object, person, group,
event or issue repeatedly then developing an
attitude based on this
Based on personal experience (either direct or
indirect)
Repeated exposure leads to a positive attitude
regardless of if there is a reward or motivation to
do so
Mere exposure effect increase liking for an
attitude, object, person, group, event or issue
only as a result or being exposed to it
Zajonc (1968) research into the effect of
repeated exposure on attitude
Cont.
Research indicates that negative attitudes
do not arise from repeated exposure
UNLESS accompanied by a negative
experience
Learning activity 8.8 Summarise
influences on attitude formation pg. 337