1. AREA OF STUDY 1: INTERPERSONAL & GROUP BEHAVIOUR
UNIT 2: SELF AND OTHERS
AREA OF STUDY 1:
INTERPERSONAL & GROUP BEHAVIOUR

2. Ideas that we hold about ourselves, others objects and experiences Attitudes are learned through experience They reflect our unique experience as individuals, as well as our socio-cultural background They are relatively long-lasting
ATTITUDES

3. TRI-COMPONENT MODEL OF ATTITUDES
EXAMPLE:
Cognitive = the belief that global warming is real and happening in the world
Behavioural = riding your bike to work instead of driving your car
Affective = feeling negative about the state of the world and other people’s indifference
TRI-COMPONENT MODEL OF ATTITUDES

4. TRI-COMPONENT MODEL OF ATTITUDES
ALL 3 MUST BE PRESENT
IN ORDER TO SAY THAT
AN ATTITUDE EXISTS
All 3 of these are usually
consistent with each other
TRI-COMPONENT MODEL OF ATTITUDES

5. TRI-COMPONENT MODEL OF ATTITUDES
PSYCHOLOGY 101 VIDEO:
TRI-COMPONENT MODEL
COMPLETE THE
TRI-COMPONENT MODEL ACTIVITY
TRI-COMPONENT MODEL OF ATTITUDES

6. LEARNING ACTIVITY 8.1 (pg.328) LEARNING ACTIVITY 8.3 (pg.328)
HOMEWORK

7. LIMITATIONS OF THE TRI-COMPONENT MODEL OF ATTITUDES
Research shows that understanding a person’s attitude is not often a reliable predictor of someone’s behaviour (Richard La Piere, 1934 – Chinese People in Hotels, pg.329) Some psychologists suggest that attitudes only have an affective and cognitive component
LIMITATIONS OF THE TRI-COMPONENT MODEL OF ATTITUDES

8. Attitudes & Behaviour = Consistent Attitudes & Behaviour = Inconsistent
STRENGTH OF THE ATTITUDE
ACCESSIBILITY OF THE ATTITUDE
SOCIAL CONTEXT OF THE ATTITUDE
PERCEIVED CONTROL OVER BEHAVIOUR
ATTITUDES & BEHAVIOUR

9. LEARNING ACTIVITY 8.5 (pg.332)
HOMEWORK

10. FACTORS INFLUENCING ATTITUDE FORMATION
CLASSICAL CONDITIONING
OPERANT CONDITIONING
MODELLING
REPEATED EXPOSURE
FACTORS INFLUENCING ATTITUDE FORMATION

11. FACTORS INFLUENCING ATTITUDE FORMATION
1. CLASSICAL CONDITIONING
FACTORS INFLUENCING ATTITUDE FORMATION

12. FACTORS INFLUENCING ATTITUDE FORMATION
1. CLASSICAL CONDITIONING
EXAMPLES OF CLASSICAL CONDITIONING:
COKE ZERO AD
Eminem & Chrysler
FACTORS INFLUENCING ATTITUDE FORMATION

13. FACTORS INFLUENCING ATTITUDE FORMATION
2. OPERANT CONDITIONING
MORE LIKELY TO REPEAT
BEHAVIOUR
REINFORCEMENT
ATTITUDE
PUNISHMENT
LESS LIKELY TO REPEAT
FACTORS INFLUENCING ATTITUDE FORMATION

14. FACTORS INFLUENCING ATTITUDE FORMATION
2. OPERANT CONDITIONING
EXAMPLE OF OPERANT CONDITIONING:
The Big Bang Theory
What is the positive reinforcement in the clip?
What behaviour was changed?
What was the punishment in the clip? Do you think it will work?
FACTORS INFLUENCING ATTITUDE FORMATION

15. FACTORS INFLUENCING ATTITUDE FORMATION
3. MODELLING
Observation of a model and basing attitudes on famous people you admire
Attitude is strengthened if your friends complement the model on their attitude
FACTORS INFLUENCING ATTITUDE FORMATION

16. FACTORS INFLUENCING ATTITUDE FORMATION
3. MODELLING
Example of modelling using observational learning:
Youtube: A Very Powerful Ad
How is modelling used in this ad?
Try and think about when you formed an attitude based on modelling
FACTORS INFLUENCING ATTITUDE FORMATION

17. FACTORS INFLUENCING ATTITUDE FORMATION
4. REPEATED EXPOSURE
MERE EXPOSURE EFFECT
Increase in liking for an attitude, object, person, group, event or issue as a result of being repeatedly exposed to it
Robert Zajonc (1968)
FACTORS INFLUENCING ATTITUDE FORMATION

18. FACTORS INFLUENCING ATTITUDE FORMATION
4. REPEATED EXPOSURE
Advertisers do use repeated exposure on the TV
However…
It is possible to begin disliking an ad after repeatedly viewing endless re-runs
(Aronson, Wilson, & Akert, 2002)
FACTORS INFLUENCING ATTITUDE FORMATION

19. LEARNING ACTIVITY 8.8 (pg.337)
HOMEWORK