CHAPTER 4 : Behaviors and Attitudes

Attitudes – Feelings that lead us to react positively or

negatively to things, people, and situations, frequently
affected by our beliefs.

HOW WELL DO OUR ATTITUDES PREDICT OUR

BEHAVIOR?
When Attitudes Predict Behavior
Our attitudes do predict our behavior when these other
influences on what we say and do are minimal, when the
attitude is specific to the behavior, and when the attitude is
potent.

WHEN SOCIAL INFLUENCES ON WHAT WE SAY

ARE MINIMAL
 measures of implicit (unconscious) attitudes—our
often unacknowledged inner beliefs that may or
may not correspond to our explicit (conscious)
attitudes.

Implicit Association Test (IAT)

A computer-driven assessment of implicit attitudes.
The test uses reaction times to measure people’s automatic
associations between attitude objects and evaluative words.
Easier pairings (and faster responses) are taken to indicate
stronger unconscious associations.
 Implicit biases are pervasive. For example, 80% of
people show more implicit dislike for the elderly
compared with the young.
 People differ in implicit bias. Depending on their
group memberships, their conscious attitudes, and
the bias in their immediate environment, some
people exhibit more implicit bias than others.
 People are often unaware of their implicit biases.
Despite believing they are not prejudiced, even
researchers themselves show implicit biases against
some social groups.