social--05.0 attitudes and behavior
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8/8/2019 Social--05.0 Attitudes and Behavior
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior
8/8/2019 Social--05.0 Attitudes and Behavior
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological
TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
8/8/2019 Social--05.0 Attitudes and Behavior
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological
TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
8/8/2019 Social--05.0 Attitudes and Behavior
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W
hat is a belief?W
hat is a belief? The perception of a relationshipThe perception of a relationship
between two objects or something andbetween two objects or something and
a characteristic of ita characteristic of it
Bananas are yellowBananas are yellow
Physical activity is boringPhysical activity is boring
Lawyers are dishonestLawyers are dishonest
Bob loves JaneBob loves Jane
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological
TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
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The relationship of beliefs toThe relationship of beliefs to
attitudesattitudes BeliefsBeliefs are translated intoare translated into attitudesattitudes
throughthrough valuesvalues
BELIEF: Lawyers overcharge their BELIEF: Lawyers overcharge their
clientsclients
VALUE: FairnessVALUE: Fairness
ATTITUDE: I don¶t like lawyers ATTITUDE: I don¶t like lawyers
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Cognitive structureCognitive structureBeliefs: Lawyers
overcharge
their clients
Values: Fairness
Attitude: I don¶t like lawyers
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Cognitive structureCognitive structureBeliefs: Lawyers
overcharge
their clients
Lawyers
help their
clients lie
Values: Fairness Honesty
Attitude: I don¶t like lawyers
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Cognitive structureCognitive structureBeliefs: Lawyers
overcharge
their clients
Lawyers
help their
clients lie
Lawyers
help rich
people
Values: Fairness Honesty Equality
Attitude: I don¶t like lawyers
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Cognitive structureCognitive structureBeliefs: Lawyers
overcharge
their clients
Lawyers
help their
clients lie
Lawyers
help
everybody
Values: Fairness Honesty Equality
Attitude: I don¶t like lawyers
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
8/8/2019 Social--05.0 Attitudes and Behavior
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
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Classic studies in attitudeClassic studies in attitude--
behavior consistencybehavior consistency LaPiereLaPiere
Kutner Kutner
Wicker (1969)Wicker (1969)----review of attitudereview of attitude--
behavior studiesbehavior studies
Average correlation [r] = .30 Average correlation [r] = .30
% of variance in behavior explained = 9%% of variance in behavior explained = 9%(r (r 22))
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Attitude Attitude--behavior correlation:behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude Attitude--behavior correlation:behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude Attitude--behavior correlation:behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude Attitude--behavior correlation:behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
r = 1.0
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Attitude Attitude--behavior correlation:behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
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Attitude Attitude--behavior correlation:behavior correlation:
Cheating on examsCheating on exams
1 2 3 4 5
5
4
3
2
1
Attitude
Behavior
Freq
Never
Strongly AgreeStrongly Disagree
r = 0
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
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Criticisms of classic researchCriticisms of classic research
MethodologicalMethodological
Not necessarily measured the sameNot necessarily measured the same
personperson
Two measures of behavior (no measureTwo measures of behavior (no measure
of attitude)of attitude)
Used only single measures (lowUsed only single measures (lowreliability)reliability)
TheoreticalTheoretical
Ignoring social normsIgnoring social norms
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Weigel & Neuman (1976)Weigel & Neuman (1976)
Measured attitudes toward environmentMeasured attitudes toward environment
(20 item scale)(20 item scale)
Also measured six environmentally Also measured six environmentally
related behaviors, e.g.,related behaviors, e.g.,
Signing a petition against off shore oilSigning a petition against off shore oil
drillingdrilling Leaving newspapers out for recyclingLeaving newspapers out for recycling
weekly over a period of 8 weeksweekly over a period of 8 weeks
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Weigel & Neuman resultsWeigel & Neuman results
Each behavior by itself correlated aboutEach behavior by itself correlated about
.29 with the attitude scale.29 with the attitude scale
All the behaviors added together (a All the behaviors added together (abehavior scale) correlated .68 with thebehavior scale) correlated .68 with the
attitude scaleattitude scale
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .30
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .30
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .30
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Weigel & NeumanWeigel & Neuman
Attitude1 Behavior1
Attitude2 Behavior2
Attitude3 Behavior3
Attitude4 Behavior4
Attitude5 Behavior5
r = .70
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Weigel & Neuman resultsWeigel & Neuman results
Each behavior by itself correlated aboutEach behavior by itself correlated about
.29 with the attitude scale.29 with the attitude scale
All the behaviors added together (a All the behaviors added together (abehavior scale) correlated .68 with thebehavior scale) correlated .68 with the
attitude scaleattitude scale
CONCLUSION: High attitudeCONCLUSION: High attitude--behavior behavior consistency when both measuredconsistency when both measured
reliably and situational pressures notreliably and situational pressures not
overwhelming attitudesoverwhelming attitudes
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Beliefs, Attitudes, andBeliefs, Attitudes, and
Behavior Behavior Beliefs, attitudes, and valuesBeliefs, attitudes, and values
Cognitive structureCognitive structure
Attitude Attitude--behavior consistencybehavior consistency
Historical researchHistorical research
CriticismsCriticisms
MethodologicalMethodological TheoreticalTheoretical
Explanations for inconsistencyExplanations for inconsistency
Classical conditioningClassical conditioning
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US
unconditioned stimulus
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
unconditioned response
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
conditioned stimulus
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
conditioned response
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder salivating
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder salivating
bell
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
meat powder salivating
bell
salivating
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words Negative emotional reaction
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words Negative emotional reaction
Ethnic group
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Classical conditioning of Classical conditioning of
emotional responsesemotional responses
US UR
CS
CR
Obscene, vulgar words Negative emotional reaction
Ethnic group
Negative emotional
reaction
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InstructionsInstructions
These statements concern your These statements concern your
personal reactions to a number of personal reactions to a number of
different situations. No two statementsdifferent situations. No two statementsare exactly alike, so consider eachare exactly alike, so consider each
statement carefully before answering. If statement carefully before answering. If
a statement is TRUE or MOSTLY TRUEa statement is TRUE or MOSTLY TRUEas applied to you, mark T; if a statementas applied to you, mark T; if a statement
is FALSE or MOSTLY FALSE, mark F.is FALSE or MOSTLY FALSE, mark F.
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Self Self--monitoring (Mark Snyder)monitoring (Mark Snyder)
Concern for social appropriatenessConcern for social appropriateness
Sensitive to self Sensitive to self--presentation of otherspresentation of others
Used as guidelines for monitoring own self Used as guidelines for monitoring own self--presentationpresentation
Two components of self Two components of self--monitoringmonitoring
Interest in social informationInterest in social information Ability to control self Ability to control self--presentationpresentation
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Self Self--monitors¶ interest in socialmonitors¶ interest in social
comparisoncomparison Subjects given a self Subjects given a self--descriptive (Tdescriptive (T--F)F)
³personality test´ [designed to facilitate³personality test´ [designed to facilitate
self self--monitoring]monitoring]
Given opportunity to consult ³majorityGiven opportunity to consult ³majority
response sheet´response sheet´
D.V.: Observer noted frequency of D.V.: Observer noted frequency of
looking at sheet and length of timelooking at sheet and length of timespent lookingspent looking
High self High self--monitors: looked moremonitors: looked more
frequently for longer timefrequently for longer time
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Expression of emotionExpression of emotion
Different groups¶ ability to conveyDifferent groups¶ ability to convey
emotionemotion
StudentsStudents
Actors Actors
Hospitalized mental patientsHospitalized mental patients
Communication of emotionCommunication of emotion
Subjects conveyed seven differentSubjects conveyed seven differentemotions: anger, happiness, sadness,emotions: anger, happiness, sadness,
surprise, disgust, fear, guiltsurprise, disgust, fear, guilt
Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
Different groups¶ ability to conveyDifferent groups¶ ability to convey
emotionemotion
StudentsStudents mean=14mean=14
Actors Actors
Hospitalized mental patientsHospitalized mental patients
Communication of emotionCommunication of emotion
Subjects conveyed seven differentSubjects conveyed seven differentemotions: anger, happiness, sadness,emotions: anger, happiness, sadness,
surprise, disgust, fear, guiltsurprise, disgust, fear, guilt
Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
Different groups¶ ability to conveyDifferent groups¶ ability to convey
emotionemotion
StudentsStudents mean=14mean=14
Actors Actors mean=18.4mean=18.4
Hospitalized mental patientsHospitalized mental patients
Communication of emotionCommunication of emotion
Subjects conveyed seven differentSubjects conveyed seven differentemotions: anger, happiness, sadness,emotions: anger, happiness, sadness,
surprise, disgust, fear, guiltsurprise, disgust, fear, guilt
Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
Different groups¶ ability to conveyDifferent groups¶ ability to convey
emotionemotion
StudentsStudents mean=14mean=14
Actors Actors mean=18.4mean=18.4
Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3
Communication of emotionCommunication of emotion
Subjects conveyed seven differentSubjects conveyed seven differentemotions: anger, happiness, sadness,emotions: anger, happiness, sadness,
surprise, disgust, fear, guiltsurprise, disgust, fear, guilt
Judges guessed emotionsJudges guessed emotions
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Expression of emotionExpression of emotion
Different groups¶ ability to conveyDifferent groups¶ ability to convey
emotionemotion
StudentsStudents mean=14mean=14
Actors Actors mean=18.4mean=18.4
Hospitalized mental patientsHospitalized mental patients mean=10.3mean=10.3
Communication of emotionCommunication of emotion
Subjects conveyed seven differentSubjects conveyed seven differentemotions: anger, happiness, sadness,emotions: anger, happiness, sadness,
surprise, disgust, fear, guiltsurprise, disgust, fear, guilt
Judges guessed emotionsJudges guessed emotions
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Self Self--monitoring and attitudemonitoring and attitude--
behavior correlationsbehavior correlations High self High self--monitors have lower attitudemonitors have lower attitude--
behavior correlationsbehavior correlations
Their behavior is less reflective of their Their behavior is less reflective of their actual attitudes; more in line with whatactual attitudes; more in line with what
they think is socially appropriatethey think is socially appropriate