行为态度模型
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One instance vs. aggregate
– Think of sports statistics
Look at attitudes that are specific to the behavior (Ajzen and Fishbein)
– Do you like to go out to eat vs. do you like Thai food.
– Severe punishment = external justification (e.g., I am doing this because my hide will be tanned otherwise, not because I want to)
Aronson and Carlsmith: mild threat and toy choice
– Children who received a mild threat were much less likely to choose that toy in the future than were those exposed to a severe threat (e.g., forbidden fruit)
Overjustification Effect
Rewarding people for activities they enjoy may backfire. According to self-perception theory a person may observe the situation and attribute their actions to the reward not their intrinsic motivation. For example, professional athletes who begin to view their sport as opposed to something they used to love.
Dissonance as a consequence of making a decision
Dissonance arises when choosing between 2 equally attractive alternatives.
– After our choice we reduce dissonance through confirmation bias
How does behavior “cause” attitude?
Self-presentation theory
– Suggests that it is an issue of impression management. That is, we desire, and it is favorable, to appear consistent. – True at times, however, does not indicate how people may ‘internalize’ and come to adopt these new attitudes.
Jack Brehm – Participants rate two gifts as equally desirable. Give participants choice of 1 of these 2 gifts. Immediately after, chosen gift is now evaluated as more attractive.
– For example, if I say I hate someone and then I am nice to them (without being forced to be) I am likely to view them more positively. – However, attitude won’t change if there is sufficient justification for having been nice to them.
Behavior and Attitu源自文库es
Attitudes and Behavior Chicken and then the Egg Egg and then the Chicken….
Definition
Attitude
– A favorable or unfavorable evaluative reaction toward something or someone exhibited in one’s beliefs, feelings, or intended behavior. – Sometimes referred to as the ABC’s of attitudes (affect, behavior, cognition)
Attitude-Behavior Consistency
Despite intuitive belief that attitudes determine behavior, large body of research indicates that attitudes are actually a poor predictor of behaviors This begins with LaPiere (1934) and his travels with a Chinese couple
– Cheating – Church attendance – Racial attitudes – Breast feeding
Do attitudes ever guide behavior?
Yes! What factors lead to attitudebehavior correspondence? Real vs. expressed attitudes. A measured attitude may not be a person’s ‘true’ attitude.
– Similar to how observers draw conclusions about our attitudes from our behaviors – Does not work well when applied to important attitudes, but may explain ambivalent situations
– 1 out of 184 refuse them service, when he writes after the trip 91% of the 128 who respond say that they would refuse service to Chinese
Question can be asked – why the inconsistency?
How does behavior “cause” attitude?
Cognitive Dissonance Theory
– Proposed by Leon Festinger
Original definition: a state of tension that occurs whenever an individual simultaneously holds 2 cognitions that are psychologically inconsistent.
Attitude-Behavior Consistency
Wicker (1969) presented seminal review article on the lack of correspondence between expressed attitudes and behavior. Domains include:
Attitudes are more likely to guide behavior if attitude is made salient (e.g., ask people to consider their attitudes, make self-conscious).
Does Behavior Determine Attitude?
Self Perception Theory
First proposed by Daryl Bem Effects are nothing more than reasonable inferences that people make about their own attitudes based upon their perceptions of their behaviors.
Educational and Parenting Implications
Both reward and severe punishment provide external or sufficient justification. If we desire students to internalize educational lessons and to form a desire to learn, we must avoid rewarding them too much for their efforts Mark Lepper: children who play with a puzzle in order to gain a greater reward are much less likely to spontaneously play with that toy in the future
– Bogus pipeline: convince subjects that you have a machine that measures hidden attitudes. Once convinced they are more truthful.
Do attitudes guide behavior?
Role Playing
– Stanford Prison Study
Foot in the door phenomenon
– Agreeing to a small commitment frequently leads to larger commitments
Tendency for both good and evil acts toward others to escalate.
– Can explain previous effort on the puzzle in terms of external justification, not enjoyment.
Parenting Implications
If we want the child to internalize an attitude, severe punishment may not be effective
– Think of sports statistics
Look at attitudes that are specific to the behavior (Ajzen and Fishbein)
– Do you like to go out to eat vs. do you like Thai food.
– Severe punishment = external justification (e.g., I am doing this because my hide will be tanned otherwise, not because I want to)
Aronson and Carlsmith: mild threat and toy choice
– Children who received a mild threat were much less likely to choose that toy in the future than were those exposed to a severe threat (e.g., forbidden fruit)
Overjustification Effect
Rewarding people for activities they enjoy may backfire. According to self-perception theory a person may observe the situation and attribute their actions to the reward not their intrinsic motivation. For example, professional athletes who begin to view their sport as opposed to something they used to love.
Dissonance as a consequence of making a decision
Dissonance arises when choosing between 2 equally attractive alternatives.
– After our choice we reduce dissonance through confirmation bias
How does behavior “cause” attitude?
Self-presentation theory
– Suggests that it is an issue of impression management. That is, we desire, and it is favorable, to appear consistent. – True at times, however, does not indicate how people may ‘internalize’ and come to adopt these new attitudes.
Jack Brehm – Participants rate two gifts as equally desirable. Give participants choice of 1 of these 2 gifts. Immediately after, chosen gift is now evaluated as more attractive.
– For example, if I say I hate someone and then I am nice to them (without being forced to be) I am likely to view them more positively. – However, attitude won’t change if there is sufficient justification for having been nice to them.
Behavior and Attitu源自文库es
Attitudes and Behavior Chicken and then the Egg Egg and then the Chicken….
Definition
Attitude
– A favorable or unfavorable evaluative reaction toward something or someone exhibited in one’s beliefs, feelings, or intended behavior. – Sometimes referred to as the ABC’s of attitudes (affect, behavior, cognition)
Attitude-Behavior Consistency
Despite intuitive belief that attitudes determine behavior, large body of research indicates that attitudes are actually a poor predictor of behaviors This begins with LaPiere (1934) and his travels with a Chinese couple
– Cheating – Church attendance – Racial attitudes – Breast feeding
Do attitudes ever guide behavior?
Yes! What factors lead to attitudebehavior correspondence? Real vs. expressed attitudes. A measured attitude may not be a person’s ‘true’ attitude.
– Similar to how observers draw conclusions about our attitudes from our behaviors – Does not work well when applied to important attitudes, but may explain ambivalent situations
– 1 out of 184 refuse them service, when he writes after the trip 91% of the 128 who respond say that they would refuse service to Chinese
Question can be asked – why the inconsistency?
How does behavior “cause” attitude?
Cognitive Dissonance Theory
– Proposed by Leon Festinger
Original definition: a state of tension that occurs whenever an individual simultaneously holds 2 cognitions that are psychologically inconsistent.
Attitude-Behavior Consistency
Wicker (1969) presented seminal review article on the lack of correspondence between expressed attitudes and behavior. Domains include:
Attitudes are more likely to guide behavior if attitude is made salient (e.g., ask people to consider their attitudes, make self-conscious).
Does Behavior Determine Attitude?
Self Perception Theory
First proposed by Daryl Bem Effects are nothing more than reasonable inferences that people make about their own attitudes based upon their perceptions of their behaviors.
Educational and Parenting Implications
Both reward and severe punishment provide external or sufficient justification. If we desire students to internalize educational lessons and to form a desire to learn, we must avoid rewarding them too much for their efforts Mark Lepper: children who play with a puzzle in order to gain a greater reward are much less likely to spontaneously play with that toy in the future
– Bogus pipeline: convince subjects that you have a machine that measures hidden attitudes. Once convinced they are more truthful.
Do attitudes guide behavior?
Role Playing
– Stanford Prison Study
Foot in the door phenomenon
– Agreeing to a small commitment frequently leads to larger commitments
Tendency for both good and evil acts toward others to escalate.
– Can explain previous effort on the puzzle in terms of external justification, not enjoyment.
Parenting Implications
If we want the child to internalize an attitude, severe punishment may not be effective