《社会心理学 态度.ppt》由会员分享，可在线阅读，更多相关《社会心理学 态度.ppt（18页珍藏版）》请在金锄头文库上搜索。
1、Chapter4Attitudes EvaluatingtheSocialWorld态度 评价社会 Attitudes Evaluationsofvariousaspectsofthesocialworld Howareattitudesformed Whendoattitudesinfluencebehavior Howareattitudeschanged theprocessofpersuasion Whyareattitudesusuallydifficulttochange resistancetopersuasion Whyourbehaviorscansometimesshape
2、ourattitudesratherthanviseversa cognitivedissonance AttitudeFormation Howwecometoholdtheviewswedo态度形成 我们如何持有自己的观点Threewaysofattitudeformation SocialLearning acquiringattitudesfromothers ClassicalConditioning learningbasedonassociation E g 1ststimuli2ndstimuli Fig 4 3 Instrumentalconditioning learnin
3、gtoholdthe right views E g learningbyrewardvspunishmentObservationallearning learningbyexamples E g Childrenlearntodoastheirparentsdo notastheysay SocialComparison compareourselveswithothers Geneticfactors geneticfactorsmayplaysomeroleinattitudes E g Identicaltwinssharesimilarattitudes Highlyheritab
4、leattitudesaremoredifficulttochange Whydoweformattitudes 对刺激进行正面或反面的分类 Schemas 我们把支持自己态度的信息视为更准确 更令人信服 而认为与我们态度相反的信息不准确不可信 Selfpresentation selfidentification SelfesteemSelfdefense自我防御 抵制针对自己的有害信息Impressionmotive 希望留给别人好印象的动机越强 就提出越多新论据来支持自己的态度 Fig 4 6 Whendoattitudesinfluencebehavior Attitudesdon t
5、alwayspredictbehaviorFactorsmoderatingthelinkbetweenattitudesandbehaviorAspectsofthesituation情景方面的原因 Situationalconstraintspreventusfromexpressingourattitudesovertly E g buyingPlayboyinashop Wetendtoprefersituationsthatallowustoexpressourattitudes andthismaystrengthenourviews E g Asmokerpreferstospe
6、ndtimewithothersmokersratherthanwithnonsmokers Aspectsofattitudes态度本身的原因Attitudeorigins Howattitudesareformed E g DirectexperiencesareeasiertorecallAttitudestrength 可接近性 知识 重要性 既得利益 thestrongerattitudesare themoretheyinfluencebehavior Attitudespecificity theextenttowhichattitudesarefocusedonspecific
7、objectsorsituationsratherthanongeneralones Theattitudes behaviorlinkisstrongerwhenthetwoaremeasuredatthesamelevelofspecificity 行为意向 Howdoattitudesinfluencebehavior Attitudesaffectbehaviorthroughseveralmechanisms Thetheoryofreasonedaction AjzenFshbein 1980 对某一具体行为的态度 主观标准 感知到的行为控制力 外显行为 Howdoattitude
8、sinfluencebehavior Attitudesandimmediatebehavioralreactions Attitudesinfluencebehaviormoredirectlyandautomatically E g 公共车上有人与老者争座位Whengivingcarefulthoughttoattitudes ourintentionsstronglypredictbehavior Withoutcarefulthought attitudesinfluenceourbehaviorbyshapingourperceptionsofthesituation TheFine
9、ArtofPersuasion UsingMessagestoChangeAttitudes说服的艺术 用信息改变态度Persuasion Effortstochangeothers attitudesthroughtheuseofvariouskindsofmessages Earlystudiesonpersuasionprimarilyfocusedoncharacteristicsofthecommunicator themessagesandtheaudience Suchworkdidnotexplainhowpersuasionoccurs Recentresearchonthe
10、cognitiveprocessessuggeststhatweprocesspersuasivemessagesintwoways Systematicprocessing Carefulconsiderationofmessagecontentsandideas Heuristicprocessing Theuseofsimplerulesofthumbormentalshortcuts Fig 4 13 Whichofthetwomodesofthoughtwechoosedependsonourmotivation capacitytoprocessinformation andour
11、knowledgeabouttheissue Ifwefindamessageunimportantoruninteresting weprocessitheuristically Ifwefindamessageimportantorinteresting weprocessitsystematically WhenAttitudeChangeFails ResistancetoPersuasion态度改变失败 抵抗说服Reactance 对抗 Negativereactionstoeffortsbyotherstoreduceorlimitourpersonalfreedom Insuch
12、situations wemayrejecttheirpersuasionbyadoptingoppositeviews negativeattitudechange Forewarning 预先警告 Advanceknowledgeofpersuasionintentincreasesresistancetothepersuasion Selectiveavoidance 选择性回避 Atendencytodirectourattentionawayfrominformationthatchallengesourexistingattitudes Aactivedefenseofourexi
13、stingattitudes ifwereceiveopinionsagainstourviewswithargumentsthatrefutetheseopinions ourresistancetosubsequentpersuasionincreases Fig 4 14Biasedassimilation 偏性同化 Evaluatinginformationinconsistentwithourattitudesaslessconvincingorreliablethaninformationconsistentwithourviews Fig 4 13 Attitudepolariz
14、ation 态度极化 Evaluatingmixedevidenceorinformationinwaysthatstrengthenourinitialviewsandmakethemmoreextreme Thesetwotendenciesmakeourattitudespersistanddifficulttobechanged CognitiveDissonance 认知失调 WhyOurBehaviorCanSometimesInfluenceOurAttitudesCognitivedissonance Anunpleasantstatethatoccurswhenwenotic
15、einconsistenciesbetweenourattitudesorbetweenourattitudesandbehavior WaystoreducecognitivedissonanceinvolveDirecttactics changeattitudeorbehavior acquirenewsupportiveinformation minimizetheimportanceofattitudesorbehavior Indirecttactics leavetheinconsistencyintactbutreducetheunpleasantfeelingsgenerat
16、edbydissonance DissonanceandAttitudeChange theeffectsofinducedcompliance失调和态度改变 诱发依从DissonanceoftenoccursinsituationsinvolvingInducedcompliance Weareinducedbyexternalfactorstosayordothingsthatareinconsistentwithourtrueattitudes Less leads to moreeffect Lessreasonorsmallerrewardforengagingincounterattitudinalbehaviorleadtomoredissonance andsomoreattitudechange thanlargerrewards Fig 4 18 Dissonanceasatoolforbeneficialchangesinbehavior失调作为有利的行为改变工具Hypocrisy 虚伪 Publiclyadvocatingsomeattitudeorbehavi
