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7/25/2019 Attitudes Soc Cog
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SCIENCE OF
PSYCHOLOGYAttitudes and Social Cognition
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Social psychology
Explaining and undestanding the !old aound us and
the people in it
Attitudes" ou assess#ents o$ the !old aound us
Attribution" ou assess#ents o$ the people aound us
Prejudice" ou assess#ents o$ people %elonging toothe goups pio to getting to &no! the# as indi'iduals
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Attitudes
(hat is an attitude) *#anne+ disposition+ $eeling+ position+ etc,+ !ith egad to a peson
o thing- tendency o oientation+ especially o$ the #ind.
(hee do attitudes co#e $o#) Conditioning
/odeling othes
/ee exposue
Cogniti'e dissonance
Choice 0usti$ication
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/ee exposue /io1i#age study
2asic " occus in non1hu#ans
/ee exposue e$$ect
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/ee exposue leads to li&ing
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/ee exposue /io1i#age study
2asic " occus in non1hu#ans
3his can so#eti#es %ac&$ie Negati'e attitudes !osen
3hin& o$ political candidates
you don4t li&e5
/ee exposue e$$ect+ con4t
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6e1e'aluating attitudes in light o$ %eha'io 7'ideo8
Cogniti'e 9issonance
http://www.youtube.com/watch?v=korGK0yGIDohttp://www.youtube.com/watch?v=korGK0yGIDo7/25/2019 Attitudes Soc Cog
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Choosing to !ite an attitude1inconguent essay can
change attitudes- %eing e:uied to !ite one does not
So#eti#es attitudes can %e con$a%ulated to 0usti$y
choices !hen no oiginal attitude is pesent
Choice ;usti$ication
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(hy do !e ha'e attitudes)
Attitudes help us na'igate the !old So#eti#es o'egeneali
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Atti%ution
(hat is atti%ution) *the pocess %y !hich indi'iduals explain the causes o$ %eha'io
and e'ents,.
Essentially ans!eing the :uestion *!hy did that peson do that).
You4e iding the su%!ay+ and the ide is 0e&y and slo!
and you get to you destination late, (hat do you
assu#e)
A8 3hat the conducto o$ you tain is inco#petent, 28 Extenal cicu#stances ae i#pacting the conducto4s
pe$o#ance,
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Funda#ental atti%ution eo 76oss+ =>??8
Othes@
nsta%le Easily upset
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Funda#ental atti%ution eo+ con4t 76oss+ =>??8
Sel$@
nde a loto$ pessue 9i$$icultsituation
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(hy the sel$ 's, othe %ias)
Sel$1enhance#ent %ias
Bno!ledge acoss situations isual oientation
O%se'e goals and #oti'ations
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Ho! *$unda#ental. is it)
Indi'idualist cultues Independent sel$1constual
Centeed on the indi'idual
E,g,+ nited States
Collecti'ist cultues Intedependent sel$1constual
Centeed on social net!o&s and $a#ilial o%ligations
E,g,+ China
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Cultual di$$eences in FAE 7/ille+ =>D8
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(hy dispositional atti%utions)
3hee ae so#e %ene$its Faste pocessing
Fees up cogniti'e esouces $o othe tas&s
Ho!e'e5negati'e atti%utions can also lead to
steeotyping and pe0udice
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Pe0udice
Negati'e associations can %e *tied. to categoies o$
indi'iduals 6ecall the *speading acti'ation. #odel o$ conceptual ogani
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Pe0udice+ con4t
Negati'e associations can !o& unconsciously o i#plicitly
Can %e assessed using the I#plicit Association 3est
2ased on stength o$ association 3he tendency $o paticula attitudes to %e stongly associated !ith
di$$eent o%0ects 7e#e#%e+ attitudes ae aboutso#ething8
(hat does the IA3 tell us) Speed o$ pocessing
Ease o$ access o$ attitudes
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Si#ple Categoy 1 6ace
African-American European-American
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Si#ple Categoy " Good o 2ad
Good Bad
Glorious
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Co#plex Categoy@
Steeotype Consistent
African-American
Or BadEuropean-American
Or Good
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Co#plex Categoy@
Steeotype Inconsistent
African-American
Or GoodEuropean-American
Or Bad
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Co#plex Categoy@
Steeotype Inconsistent
African-American
Or GoodEuropean-American
Or Bad
Glorious
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IA3 6esponses
737,000 IAT response from July 2000 ay 200!
"#ereo#ype $onsis#en#
%as#er &T
"#ereo#ype Inconsis#en#
%as#er &T
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Ca'eats and hope
(hat doesn4t the IA3 tell us) Accessi%le to #e o accessi%le geneally)
Exposue to pe0udice o held pe0udice)
Po1in1goup o anti1out1goup)
6easons $o hope 6ud#an+ Ash#oe+ Gay 7=8 ha'e $ound that se#inas on
pe0udice can educe i#plicit steeotyping
Ho!e'e+ the notion that *!hites ae acist. can also ceate
steeotype theat 7Go$$+ Steele+ 9a'ies+ D8+ so !hile
a!aeness is good+ hype1'igilance can lead to ionically
con$i#ing the steeotype
3his itsel$ can %e counteed %y adopting an *ince#entalgo!th.
pespecti'e