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Attitude Theory
What causes behavior?
Knowledge
Belief
Attitude
Value
Behavior
Knowledge = Comprehensionand understandingof a body of facts or concepts
Belief = Statements that expresspresumed knowledge, faithor opinion
There are 2 types of beliefs:1. Knowledge beliefs. These are based on fact
and therefore are testable.2. Faith beliefs. These are based on opinion
and therefore are NOT testable.
Which kind of belief has biggest effect on behavior?
•Faith beliefs have the biggest effect on behavior.
•Beliefs are learned.
•Beliefs require social reinforcement. This reinforcement comes from people we interact with.
Attitude = group of cognitive (fact) and affective (feeling)beliefs toward a common object which represents a behavioral predisposition toward that object.
Attitudes allow us to predict behavior or how we “should” act.
Function of attitudes: Attitudes endure time therefore theygive psychological stability in different social situations.Attitudes allow us to know how to respond.
Attitudes must be socially reinforced and shared to continue.This social reinforcement allows attitudes to evolve (change)within groups of people.
Value = a group of attitudes which cause behavior.
Again, values must be socially reinforced.
Values can evolve in groups of people.
Knowledge
Belief
Attitude
Value
Behavior
Objective of this classis to have you develop
and modify your “environmental values”.