社会心理学--态度课件.ppt

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1、Chapter 4 Attitudes:Evaluating the Social World 态度：评价社会态度：评价社会Attitudes:Evaluations of various aspects of the social world.How are attitudes formed?When do attitudes influence behavior?How are attitudes changedthe process of persuasion?Why are attitudes usually difficult to change resistance to pers

2、uasion?Why our behaviors can sometimes shape our attitudes rather than vise versacognitive dissonance?1Attitude Formation:How we come to hold the views we do 态度形成：我们如何持有自己的观点Three ways of attitude formation:lSocial Learning:acquiring attitudes from others.Classical Conditioning:learning based on ass

3、ociation.E.g.,1st stimuli 2nd stimuli (Fig.4.3)Instrumental conditioning:learning to hold the“right”views.E.g.,learning by reward vs punishment Observational learning:learning by examples.E.g.,Children learn to do as their parents do,not as they say.Social Comparison:compare ourselves with others 2l

4、Genetic factors:genetic factors may play some role in attitudes.E.g.,Identical twins share similar attitudes.Highly heritable attitudes are more difficult to change.3 Why do we form attitudes?对刺激进行正面或反面的分类。Schemas:我们把支持自己态度的信息视为更准确、更令人信服，而认为与我们态度相反的信息不准确不可信。Self presentation/self identification:Self

5、 esteemSelf defense 自我防御：抵制针对自己的有害信息Impression motive：希望留给别人好印象的动机越强，就提出越多新论据来支持自己的态度。Fig.4.6 4 When do attitudes influence behavior?Attitudes dont always predict behaviorFactors moderating the link between attitudes and behavior lAspects of the situation 情景方面的原因 *Situational constraints prevent us

6、from expressing our attitudes overtly.E.g.,buying Playboy in a shop.*We tend to prefer situations that allow us to express our attitudes,and this may strengthen our views.E.g,A smoker prefers to spend time with other smokers rather than with nonsmokers.5lAspects of attitudes 态度本身的原因 Attitude origins

7、:How attitudes are formed.E.g,Direct experiences are easier to recall Attitude strength(可接近性知识重要性既得利益):the stronger attitudes are,the more they influence behavior.Attitude specificity:the extent to which attitudes are focused on specific objects or situations rather than on general ones.The attitude

8、s-behavior link is stronger when the two are measured at the same level of specificity.6行为意向行为意向 How do attitudes influence behavior?Attitudes affect behavior through several mechanisms:lThe theory of reasoned action(Ajzen Fshbein,1980)对某一具体对某一具体行为的态度行为的态度主观标准主观标准感知到的感知到的行为控制力行为控制力外显行为外显行为7 How do a

9、ttitudes influence behavior?lAttitudes and immediate behavioral reactions:Attitudes influence behavior more directly and automatically.E.g,公共车上有人与老者争座位lWhen giving careful thought to attitudes,our intentions strongly predict behavior.Without careful thought,attitudes influence our behavior by shapin

10、g our perceptions of the situation.8The Fine Art of Persuasion:Using Messages to Change Attitudes 说服的艺术：用信息改变态度lPersuasion:Efforts to change others attitudes through the use of various kinds of messages.lEarly studies on persuasion primarily focused on characteristics of the communicator,the message

11、s and the audience.Such work did not explain how persuasion occurs.9lRecent research on the cognitive processes suggests that we process persuasive messages in two ways.Systematic processing:Careful consideration of message contents and ideas.Heuristic processing:The use of simple rules of thumb or

12、mental shortcuts(Fig.4.13).lWhich of the two modes of thought we choose depends on our motivation,capacity to process information,and our knowledge about the issue.If we find a message unimportant or uninteresting,we process it heuristically.If we find a message important or interesting,we process i

13、t systematically10 When Attitude Change Fails:Resistance to Persuasion 态度改变失败：抵抗说服 lReactance(对抗):Negative reactions to efforts by others to reduce or limit our personal freedom.In such situations,we may reject their persuasion by adopting opposite views(negative attitude change).lForewarning（预先警告）:

14、Advance knowledge of persuasion intent increases resistance to the persuasion.lSelective avoidance（选择性回避）:A tendency to direct our attention away from information that challenges our existing attitudes.11lAactive defense of our existing attitudes:if we receive opinions against our views with argumen

15、ts that refute these opinions,our resistance to subsequent persuasion increases.Fig.4.14 lBiased assimilation（偏性同化偏性同化):Evaluating information inconsistent with our attitudes as less convincing or reliable than information consistent with our views(Fig.4.13).Attitude polarization(态度极化态度极化):Evaluatin

16、g mixed evidence or information in ways that strengthen our initial views and make them more extreme.These two tendencies make our attitudes persist and difficult to be changed.12Cognitive Dissonance(认知失调认知失调):Why Our Behavior Can Sometimes Influence Our Attitudes lCognitive dissonance:An unpleasant

17、 state that occurs when we notice inconsistencies between our attitudes or between our attitudes and behavior.lWays to reduce cognitive dissonance involve Direct tactics:change attitude or behavior,acquire new supportive information,minimize the importance of attitudes or behavior.Indirect tactics:l

18、eave the inconsistency intact but reduce the unpleasant feelings generated by dissonance.13Dissonance and Attitude Change:the effects of induced compliance 失调和态度改变：诱发依从 Dissonance often occurs in situations involving lInduced compliance:We are induced by external factors to say or do things that are

19、 inconsistent with our true attitudes.lLess-leads-to-more effect:Less reason or smaller reward for engaging in counterattitudinal behavior lead to more dissonance,and so more attitude change,than larger rewards(Fig.4.18).14 Dissonance as a tool for beneficial changes in behavior 失调作为有利的行为改变工具l Hypoc

20、risy(虚伪):Publicly advocating some attitude or behavior but then acting in a way that is inconsistent with these attitude or behavior(Fig.4.20).A powerful tool for inducing dissonance and promoting beneficial changes in behavior.15 Key Terms and Questions(4 章)1.Describe how attitudes can be formed vi

21、a classical conditioning?2.How attitudes can be strengthened or weakened through instrumental conditioning?3.Explain how the social comparison process influences the formation of attitudes.4.How can we change others attitude?5.What should we do if we want to resist persuasion?6.How do attitude influ

22、ence behavior?7.Understand the differences between the central and peripheral routes to persuasion.8.Define cognitive dissonance,and describe the tactics people can use to get rid of dissonance.16Topics for Presentation1.How does gender identity influence childrens development?2.Gender stereotypes about men and women in China.17