Page 611 - Understanding Psychology

Summary and Vocabulary
Everyone has a variety of opinions, attitudes, and beliefs. Psychologists study where they come from and how they change.
Attitude Formation
Chapter Vocabulary
attitude (p. 577)
self-concept (p. 580)
compliance (p. 583)
identification (p. 583)
internalization (p. 584)
cognitive dissonance (p. 584)
counterattitudinal behavior (p. 585)
self-justification (p. 586) self-fulfilling prophecy (p. 586) prejudice (p. 587) discrimination (p. 588) persuasion (p. 590) boomerang effect (p. 592) sleeper effect (p. 594) inoculation effect (p. 595) brainwashing (p. 595)
Main Idea: Our atti- tudes are the result of conditioning, observa- tional learning, and cog- nitive evaluation. Our attitudes help us define ourselves and our place in society, evaluate peo- ple and events, and guide our behavior.
s Attitudes may be formed through classical conditioning.
s The culture in which you grew up, the people who raised you, and those with whom you associ- ate all shape your attitudes.
s People living in the same conditions and who fre- quently communicate with one another tend to have attitudes in common because they are exposed to the same information.
s Our attitudes serve as guidelines for interpreting and categorizing people, objects, and events.
Main Idea: Attitudes are formed through compliance, identifica- tion, and internalization. Attitudes may be changed as a result of cognitive dissonance.
s People often adapt their actions to the wishes of others to avoid discomfort or rejection and to gain support.
s Identification occurs when a person wants to define himself or herself in terms of a person or group and therefore adopts the person’s or group’s attitudes and ways of behaving.
s Internalization is the most lasting of the three sources of attitude formation or change.
s People’s attitudes change because they are always trying to get things to fit together logically.
s A person’s actions can affect his or her attitudes. s Prejudice means deciding beforehand what a per-
son will be like instead of withholding judgment until it can be based on a person’s individual qualities.
Main Idea: Persuasion is a direct attempt to influence attitudes. We evaluate when, where, and how a message is presented, as well as the message itself, when determining the credibil- ity of the message.
s The process of communication involves four elements: the message itself, the source of the message, the channel through which it is deliv- ered, and the audience that receives it.
s The audience may process a message by systemat- ically thinking about it or by using heuristics.
s The most effective messages combine moderate emotional appeal with factual information and argument.
Attitude Change and Prejudice
Persuasion
Chapter 20 / Attitudes and Social Influence 597