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Chapter Menu
Chapter Introduction Section 1 Attitude
Formation Section 2 Attitude Change and
Prejudice Section 3 Persuasion
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Chapter Preview 1
Chapter Objectives Section 1
Attitude Formation
Describe how our attitudes are the result of
conditioning, observational learning, and
cognitive evaluation. Explain how attitudes help
us define ourselves and our place in society,
evaluate people and events, and guide our
behavior.
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Chapter Preview 2
Chapter Objectives Section 2
Attitude Change and Prejudice
Explore how attitudes are formed through
compliance, identification, and internalization.
Explore how attitudes may be changed as a result
of cognitive dissonance.
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Chapter Preview 3
Chapter Objectives Section 3
Persuasion
Explain how persuasion is a direct attempt to
influence attitudes and how we determine the
credibility of a message by evaluating when,
where, and how a message is presented, as well as
the message itself.
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Chapter Preview-End
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Section 1-Main Idea
Main Idea
Our attitudes are the result of conditioning,
observational learning, and cognitive evaluation.
Our attitudes help us define ourselves and our
place in society, evaluate people and events, and
guide our behavior.
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Section 1-Key Terms
Vocabulary

• attitude
• self-concept

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Section 1-Objectives
Objectives

• Trace the origin of attitudes.

• Describe the functions of attitudes.

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Section 1-Polling Question
Where do you think you learned your attitudes
toward life? A. Parents B. Teachers C. Friends D.
Other

1. A
2. B
3. C
4. D

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Section 1
Where Attitudes Come From

• Attitude

• Three main elements

• A belief or opinion about something.
• Feelings about that thing.
• A tendency to act toward that thing in certain
  ways.

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Section 1
Where Attitudes Come From (cont.)

• Attitudes are formed through

• Conditioningclassical conditioning can help you
  learn attitudes in different situations.
• Cognitive evaluationsometimes we develop
  attitudes toward something without stopping to
  think about itwe use a mental shortcut, or
  heuristic.

Attitude Formation Through Classical Conditioning
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Section 1
What was Pavlovs dog an example
of? A. Conditioning B. Cognitive
Evaluation C. Culture D. Observational Learning

1. A
2. B
3. C
4. D

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Section 1
Functions of Attitudes

• Two functions of attitudes

• A self-defining mechanismwe develop a
  self-concepthow we see or describe ourselves
  our total perception of ourselves.
• Cognitive guidelines and guides to
  actionattitudes guide us toward or away from
  particular people, objects, and events.

A Theory of Planned Behavior
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Section 1
What kind of attitude do you bring to your family
or a part-time job? A. Positive
B. Negative C. Neutral D. Not sure

1. A
2. B
3. C
4. D

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Section 1-End
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Section 2-Main Idea
Main Idea
Attitudes are formed through compliance,
identification, and internalization. Attitudes
may be changed as a result of cognitive
dissonance.
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Section 2-Key Terms
Vocabulary

• compliance
• identification
• internalization
• cognitive dissonance
• counterattitudinal behavior
• self-justification

• self-fulfilling prophecy
• prejudice
• discrimination

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Section 2-Objectives
Objectives

• Cite the sources of attitude change.

• Describe prejudice and its relationship to
  stereotypes and roles.

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Section 2-Polling Question
Do you think there is a positive aspect to
stereotyping? A. Yes B. No C. Not sure

1. A
2. B
3. C

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Section 2
Attitude Change

• Three main processes involved in forming or
  changing attitudes are

• Compliance
• Identification
• Internalization

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Section 2
Which is NOT a process in forming or changing
attitudes? A. Compliance B. Force C. Identificati
on D. Internalization

1. A
2. B
3. C
4. D

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Section 2
Cognitive Consistency

• Cognitive consistencypeoples attitudes change
  because they are always trying to get things to
  fit together logically inside their heads.

• Cognitive dissonance

Balance Theory
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Section 2
Cognitive Consistency (cont.)

• People reduce dissonance in several ways

• Denial
• Evasion
• Change in attitude or reevaluation of the event.

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Section 2
An environmentalist that litters is an example of
what? A. Chaos B. Cognitive dissonance C. Cogniti
ve consistency D. Internalization

1. A
2. B
3. C
4. D

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Section 2
Attitudes and Actions

• Actions affect attitudes.

• Counterattitudinal behavior

• Explanations for this phenomenon

• To reduce the dissonance of the contradiction, he
  or she will change either the behavior or
  attitude.
• Self-justification

• Self-fulfilling prophecy

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Section 2
What is confessing to a crime an example
of? A. Counterattitudinal behavior
B. Self-justification C. Self-fulfilling
prophecy D. Internalization

1. A
2. B
3. C
4. D

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Section 2
Prejudice

• Prejudice

• Prejudice is strengthened and maintained by
  inflexible stereotypes and roles.
• Patricia Devine theorized that if a specific
  stimulus is encountered, it automatically
  activates your stereotype mechanism.

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Section 2
Prejudice (cont.)

• Thomas Pettigrew suggests that in situations
  where a dominant group and a deferential group
  can be identified, members of each group may play
  roles that foster and maintain their respective
  positions.

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Section 2
Prejudice (cont.)

• Some causes for prejudice

• Social, economic, or physical factors
• Guilt by association
• Fear of people who are different
• Parents, or authority figures, may foster
  prejudice in children

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Section 2
Prejudice (cont.)

• Discrimination

• This should be distinguished from prejudice.

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Section 2
What can prejudice be based on? A. Social
B. Economic C. Physical factors D. All of the
above

1. A
2. B
3. C
4. D

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Section 2-End
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Section 3-Main Idea
Main Idea
Persuasion is a direct attempt to influence
attitudes. When determining the credibility of
the message, we evaluate when, where, and how a
message is presented.
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Section 3-Key Terms
Vocabulary

• persuasion
• boomerang effect
• sleeper effect
• inoculation effect
• brainwashing

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Section 3-Objectives
Objectives

• Describe the factors involved in the
  communication process.

• Explain the different types of persuasion
  processes.

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Section 3-Polling Question
Would you be more likely to trust someone with a
British, Eastern European, Middle Eastern, or
Southern accent? A. British B. Eastern
European C. Middle Eastern D. Southern

1. A
2. B
3. C
4. D

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Section 3
Persuasion

• Persuasion

• The communication process can be broken down into
  four parts

• The message itselfthere are two ways to deliver
  a message

• central route
• peripheral route

Using Heuristics
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Section 3
Persuasion (cont.)

• The source of the messagea person receiving the
  message asks herself a few questions

• Is the person giving the message trustworthy and
  sincere?
• Does he or she know anything about the subject?
• Is he or she likable?
• The boomerang effect can occur tooa change in
  attitude or behavior opposite of the one desired
  by the persuader.

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Section 3
Persuasion (cont.)

• The channel through which it is deliveredwhere,
  when, and how a message is presented also
  influences the audiences response.

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Section 3
Persuasion (cont.)

• The audience that receives itthe audience
  includes all those people whose attitudes the
  communicator is trying to change.

• Two strategies effectively involve the audience

• The foot-in-the-door technique
• The door-in-the-face technique

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Section 3
Persuasion (cont.)

• Two different levels of thinking activity are
  possible

• Central route processingwhen the recipient
  thoughtfully considers the issues and arguments.
• Peripheral route processingcharacterized by
  considering other cues rather than the message
  itself.

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Section 3
Persuasion (cont.)

• The heuristic modela rule of thumb or a shortcut
  that may lead to but does not guarantee a
  solution.

• The recipient may tune in to the peripheral
  aspects or central aspects of the message.

Using Heuristics
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Section 3
Persuasion (cont.)

• The sleeper effectthe delayed impact on attitude
  change of a persuasive communication.

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Section 3
Persuasion (cont.)

• Explanation for this effect

• Differential decay hypothesis
• The inoculation effect
• Brainwashing

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Section 3
What is the definition of heuristic? A. Powerful
B. Indignant C. Effective D. Rule of thumb
or shortcut

1. A
2. B
3. C
4. D

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Section 3-End
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Figure 1
Attitude Formation Through Classical
Conditioning Suppose you meet Jane. Jane seems to
enjoy making comments that embarrass you. After a
few encounters with Jane, even the sound of her
voice upsets you. So you learn to avoid her.
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Figure 2
A Theory of Planned Behavior Psychologists have
proposed a theory that three factors determine a
persons behavior. The strength or weakness of
each of these three factors explains why certain
people behave differently despite shared
attitudes.
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Figure 3
Balance Theory According to Fritz Heiders
Balance Theoryanother means of analyzing
cognitions related to attitudespeople are
inclined to achieve consistency in their
attitudes by balancing their beliefs and feelings
about an object, person, or event against their
attitudes about other people. When someone we
care about strongly disagrees with us, an
uncomfortable state of imbalance occurs.
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Figure 4
Using Heuristics We use heuristics, or shortcuts,
to evaluate many messages. This saves us time and
energy.
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Concept Trans Menu
Chapter Concepts Transparencies
Components of Self-Concept Process of Attitude
Change
Select a transparency to view.
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Concept Trans 1
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Concept Trans 2
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DFS Trans 1
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DFS Trans 2
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DFS Trans 3
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Vocab1
attitude predisposition to act, think, and feel
in particular ways toward a class of people,
objects, or an idea
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Vocab2
self-concept how we see or describe ourselves
our total perception of ourselves
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Vocab3
compliance a change or maintenance of behavior
to avoid discomfort or rejection and to gain
approval
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Vocab4
identification seeing oneself as similar to
another person or group and accepting the
attitudes of another person or group as ones own
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Vocab5
internalization incorporating the values, ideas,
and standards of others as a part of oneself
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Vocab6
cognitive dissonance the uncomfortable feeling
when a person experiences contradictory or
conflicting thoughts, attitudes, beliefs, or
feelings
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Vocab7
counterattitudinal behavior the process of
taking a public position that contradicts ones
private attitude
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Vocab8
self-justification the need to rationalize ones
attitude and behavior
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Vocab9
self-fulfilling prophecy a belief, prediction,
or expectation that operates to bring about its
own fulfillment
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Vocab10
prejudice preconceived attitudes toward a person
or group that have been formed without sufficient
evidence and are not easily changed
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Vocab11
discrimination the unequal treatment of
individuals on the basis of their race, ethnic
group, age, gender, or membership in another
category rather than on the basis of individual
characteristics
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Vocab12
persuasion the direct attempt to influence
attitudes
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Vocab13
boomerang effect a change in attitude or
behavior opposite of the one desired by the
persuader
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Vocab14
sleeper effect the delayed impact on attitude
change of a persuasive communication
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Vocab15
inoculation effect developing resistance to
persuasion by exposing a person to arguments that
challenge his or her beliefs so that he or she
can practice defending them
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Vocab16
brainwashing extreme form of attitude change
uses peer pressure, physical suffering, threats,
rewards, guilt, and intensive indoctrination
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