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Presentation/PPT
27/08/2022
We all have attitudes and beliefs about numerous objects and of course, people. For example, how do you feel about the war following 9/11? Do you have an opinion on the current president, or that celebrity who always seems to be in the news? The question that this module seeks to answer is: Where did those attitudes come from? And did we get these attitudes from our parents, our friends, or the media—or are they in our DNA?
An attitude is simply an evaluation of an object, person, or place (Kassin, 2021). An evaluation can be positive, negative, or neutral. An evaluation could have been formed five minutes ago, or you might have had a particular attitude since you were a young child.
One might ask: Why do we care so much about studying attitudes? From a social psychological viewpoint, the answer is simple: We want to have a deep understanding of where our attitudes come from, so that we can develop marketing techniques to appeal to people’s attitudes or to change them.
One of the most interesting facts about attitudes is that many of our attitudes are currently hidden to us. These attitudes are called implicit (Kassin, 2021). Implicit attitudes can be brought to our conscious awareness (made explicit) by reminding us of how we feel. This is called priming (Kassin, 2021). If advertisers can bring our hidden attitudes into our awareness, the advertisers are now more likely to be able to sell us their products.
For example, suppose that you were born into a very traditional home with old-fashioned values. Through the years, however, society has pushed you to act in a more progressive manner and to be more open-minded. Deep down, however, you still hold those traditional values. Now, if a marketing company were to make a TV commercial that focused on traditional values, you would pay more attention to that commercial and be more motivated to buy the product because the commercial touched your deeply rooted beliefs and attitudes.
The main reason that social psychologists study attitudes is so they can learn how to change them. How does one change a person’s attitudes? This is done through a variety of methods that all may be called persuasion. One of the most prominent researchers in this field is Robert Cialdini, author of the book Influence: The Psychology of Persuasion. Cialdini uses simple techniques such as giving a compliment, using reciprocation, or even using authority to persuade people to change their attitudes or behaviors (Cialdini & Griskevicius, 2019). When do norms within society affect behavior, and when do norms do not affect behavior (Kallgren et al., 2000)? Researchers found that behavior conformed to the dictates of a relevant norm (e.g., the norm against speeding) only when the norm is in focus in society. The factors that result in action included the degree to which the action violated the relevant norm, and the degree to which an individual subscribed to that norm (Kallgren et al., 2000).
Cialdini, R. B., & Griskevicius, V. (2019). Social influence. In Finkel, E. J., & Baumeister, R. F., Advanced social psychology: The state of the science (2nd ed., pp. 157–178). Oxford University Press.
Kallgren, C. A., Reno, R. R., & Cialdini, R. B. (2000). A focus theory of normative conduct: When norms do and do not affect behavior. Personality and Social Psychology Bulletin, 26(8), 1002–1012. https://doi.org/10.1177/01461672002610009
Kassin, S., Fein, S., & Markus, H.R. (2021). Social psychology (11th ed.). Cengage.
The writer is very fast, professional and responded to the review request fast also. Thank you.
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