1. Attitudes 3 Factors Influencing Attitude Formation

2. Attitudes are formed over time from learning.. 1.CLASSICAL CONDITIONING 2.OPERANT CONDITIONING 3.MODELLING/OBSERVATIONAL LEARNING Types of Learning

3. Classical Conditioning Pavlov's Dog

4. CLASSICAL CONDITIONING Repeated association of two different stimulus A Neutral Object Paired with Positively evaluated stimulus produces Positive feelings REPEAT A Neutral Object Positive feelings Examples?Eg.: Eating a burger that makes you sick The stimulus was originally neutral, but after conditioning it is conditioned because we associate it with something else (eg. a positive feeling).

5. How does this affect attitudes...?? Advertisers use the idea of fun, Freedom and being yourself or good music With the iPod Now when you look at an ipod you feel good

6. Work safe ad http://www.youtube.com/watch?v=_bozWuGzRik

8. OPERANT CONDITIONING We repeat behaviour that has a desirable consequence, and discontinue behaviour that has a negative consequence Eg. Parents ground you for not cleaning your room you will learn to clean your room because you do not want to be grounded If parents reward you after you clean your room, this would encourage you to repeat the behaviour. Behaviour + CONSEQUENCE - CONSEQUENCE BEHAVIOUR or ATTITUDE IS STRENGTHENED BEHAVIOUR or ATTITUDE IS WEAKENED

9. http://www.youtube.com/watch?v=guroaQRFsX4

10. MODELLING / (Observational Learning) When you learn by observing someone else’s actions followed by a negative or positive consequence Attitudes are formed by the way we see others being positively or negatively reinforced for what they believe or feel or the way they behave. E.g.. Observe a student doing good work in class get out early- your attitude towards doing good work changes How does this relate to attitudes?

11. Factors influencing attitude formation Psychologists believe that our attitudes form, usually over a long period of time, through the process of learning. There are three main types of learning. These include: NAME OF LEARNING SUMMARY CLASSICAL CONDITIONING This is a simple form of learning that occurs through the repeated association of two different stimuli. E.g. advertisers of make up regularly using celebrities to sell their products. OPERANT CONDITIONING This kind of learning is based on the belief that we tend to repeat behaviours which gives a positive consequence (e.g. praise) & we tend to avoid or not repeat behaviours which give an undesirable consequence (e.g. detention). MODELLINGThis is a form of learning in which someone uses observation of another person’s actions & their consequences to guide their future thoughts, feelings & behaviours. E.g. you see a sibling get grounded for swearing, you therefore learn not to swear.

12. Factors influencing attitude formation cont… Another way that a person’s attitudes can form is through repeated exposure. This means simply being exposed to an object, person, group, event or issue repeatedly. Research suggests that if we are exposed to an object, person, group, event or issue repeatedly, we can develop a positive attitude towards it. This is known as the mere exposure effect. For example, your parents have played James Taylor CD’s your whole life. Consequently, you have developed a fairly positive view of his music, simply because you have heard it so often. http://www.youtube.com/watch?v=tsOBSo_jKnM

14. attitude towards people STEREOTYPING PREJUDICE DISCRIMINATION

15. STEREOTYPING The process of grouping or fitting people into a category based on what we know about them STEREOTYPE A collection of beliefs that we have about the people who belong to a certain group, regardless of individual differences among people in that group.

16. What are these people and what stereotypical characteristics gives you the answer?

17. In your opinion, what stereotypical characteristics would the following people possess? A policeman A musician An athlete A D.J. A politician A zoo keeper Footballer Someone who has had a nose job A member of a bikie gang

18. Stereotypes are always right TRUE OR FALSE..? Stereotypes are always inaccurate When we stereotype people into groups we ignore their individuality/uniqueness Stereotyping means fitting someone into a category based on what we know about them Example: We may stereotype that all wealthy people are snobs, but not all wealthy people are. Stereotypes are learnt How do we learn stereotypes?

19. In what way can stereotyped views influence how someone thinks, feels, behaves (their attitude) towards people who they consider to fit the stereotype? Question 1

20. PREJUDICE STEREOTYPES CAN LEAD TO PREJUDICE AND PREJUDICE CAN LEAD TO DISCRIMINATION. Pre judgement Can be positive or negative Psychology focuses on negative prejudices -A negative attitude towards the members of a group based solely on their membership of that group. EXAMPLE: You may have a negative attitude towards country music. If you meet someone who writes country music, if you chose to have a negative attitude towards them because they write country music and you hate country music, this is a prejudice. If you then start treating them in a different way because of your prejudice towards them, this would be called discrimination DISCRIMINATION Discrimination is when you express a prejudice through behaviour EXAMPLE: Treat someone different because of their gender, race, age, religious belief.

21. Attitudes Towards People cont… PREJUDICE & DISCRIMINATION http://www.youtube.com/watch?v=ye1C8vMqbHA Ageism Sexism http://www.youtube.com/watch?v=bFO1b9I-u5Q Racism http://www.youtube.com/watch?v=irCS2_27ytI

22. Stereotype- Belief of how someone is because of a certain characteristic Prejudice - An attitude towards someone because of a “prejudgement” Discrimination- a behaviour towards someone or a group If a boss fires someone because they are American, is this discrimination? If a boss fires someone because they constantly do not get to work on time like everyone else, is this discrimination? What’s the difference between prejudice and discrimination? Racist Ageist Sexist