Attitudes
Attitude = a certain reaction to a person/object/idea, that can either positive, negative of
mixed
Positive reaction
Positive attitude Dual attitude (ambivalence)
indifference Negative attitude
Negative reaction
Attitude formation
Either through learning:
Mere experience
Social learning: Modelling
Conditioning
- Evaluative/classic conditioning
= association with something positive/negative > change attitude towards neutral
things.
- Operant conditioning/ instrumental conditioning
Or inheritance:
Experiment with twins growing up separately, but still sharing the same beliefs.
Attitude functions (katz)
- Knowledge
- Instrumentality (= useful in achieving a goal)
- Ego-defense (protecting self-esteem)
- Value-expressiveness (separate oneself from others by personal attitudes)
An attitude enables us to judge quickly > saves cognitive energy (useful in dangerous
situations)
Attitude measures
- Direct measures (Self-report measures)
= it is hard to scientifically determine personal attitudes
- Indirect measures
= observation