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Attitudes Soc Cog

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    SCIENCE OF

    PSYCHOLOGYAttitudes and Social Cognition

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    Social psychology

    Explaining and undestanding the !old aound us and

    the people in it

    Attitudes" ou assess#ents o$ the !old aound us

    Attribution" ou assess#ents o$ the people aound us

    Prejudice" ou assess#ents o$ people %elonging toothe goups pio to getting to &no! the# as indi'iduals

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    Attitudes

    (hat is an attitude) *#anne+ disposition+ $eeling+ position+ etc,+ !ith egad to a peson

    o thing- tendency o oientation+ especially o$ the #ind.

    (hee do attitudes co#e $o#) Conditioning

    /odeling othes

    /ee exposue

    Cogniti'e dissonance

    Choice 0usti$ication

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    /ee exposue /io1i#age study

    2asic " occus in non1hu#ans

    /ee exposue e$$ect

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    /ee exposue leads to li&ing

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    /ee exposue /io1i#age study

    2asic " occus in non1hu#ans

    3his can so#eti#es %ac&$ie Negati'e attitudes !osen

    3hin& o$ political candidates

    you don4t li&e5

    /ee exposue e$$ect+ con4t

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    6e1e'aluating attitudes in light o$ %eha'io 7'ideo8

    Cogniti'e 9issonance

    http://www.youtube.com/watch?v=korGK0yGIDohttp://www.youtube.com/watch?v=korGK0yGIDo
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    Choosing to !ite an attitude1inconguent essay can

    change attitudes- %eing e:uied to !ite one does not

    So#eti#es attitudes can %e con$a%ulated to 0usti$y

    choices !hen no oiginal attitude is pesent

    Choice ;usti$ication

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    (hy do !e ha'e attitudes)

    Attitudes help us na'igate the !old So#eti#es o'egeneali

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    Atti%ution

    (hat is atti%ution) *the pocess %y !hich indi'iduals explain the causes o$ %eha'io

    and e'ents,.

    Essentially ans!eing the :uestion *!hy did that peson do that).

    You4e iding the su%!ay+ and the ide is 0e&y and slo!

    and you get to you destination late, (hat do you

    assu#e)

    A8 3hat the conducto o$ you tain is inco#petent, 28 Extenal cicu#stances ae i#pacting the conducto4s

    pe$o#ance,

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    Funda#ental atti%ution eo 76oss+ =>??8

    Othes@

    nsta%le Easily upset

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    Funda#ental atti%ution eo+ con4t 76oss+ =>??8

    Sel$@

    nde a loto$ pessue 9i$$icultsituation

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    (hy the sel$ 's, othe %ias)

    Sel$1enhance#ent %ias

    Bno!ledge acoss situations isual oientation

    O%se'e goals and #oti'ations

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    Ho! *$unda#ental. is it)

    Indi'idualist cultues Independent sel$1constual

    Centeed on the indi'idual

    E,g,+ nited States

    Collecti'ist cultues Intedependent sel$1constual

    Centeed on social net!o&s and $a#ilial o%ligations

    E,g,+ China

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    Cultual di$$eences in FAE 7/ille+ =>D8

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    (hy dispositional atti%utions)

    3hee ae so#e %ene$its Faste pocessing

    Fees up cogniti'e esouces $o othe tas&s

    Ho!e'e5negati'e atti%utions can also lead to

    steeotyping and pe0udice

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    Pe0udice

    Negati'e associations can %e *tied. to categoies o$

    indi'iduals 6ecall the *speading acti'ation. #odel o$ conceptual ogani

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    Pe0udice+ con4t

    Negati'e associations can !o& unconsciously o i#plicitly

    Can %e assessed using the I#plicit Association 3est

    2ased on stength o$ association 3he tendency $o paticula attitudes to %e stongly associated !ith

    di$$eent o%0ects 7e#e#%e+ attitudes ae aboutso#ething8

    (hat does the IA3 tell us) Speed o$ pocessing

    Ease o$ access o$ attitudes

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    Si#ple Categoy 1 6ace

    African-American European-American

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    Si#ple Categoy " Good o 2ad

    Good Bad

    Glorious

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    Co#plex Categoy@

    Steeotype Consistent

    African-American

    Or BadEuropean-American

    Or Good

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    Co#plex Categoy@

    Steeotype Inconsistent

    African-American

    Or GoodEuropean-American

    Or Bad

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    Co#plex Categoy@

    Steeotype Inconsistent

    African-American

    Or GoodEuropean-American

    Or Bad

    Glorious

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    IA3 6esponses

    737,000 IAT response from July 2000 ay 200!

    "#ereo#ype $onsis#en#

    %as#er &T

    "#ereo#ype Inconsis#en#

    %as#er &T

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    Ca'eats and hope

    (hat doesn4t the IA3 tell us) Accessi%le to #e o accessi%le geneally)

    Exposue to pe0udice o held pe0udice)

    Po1in1goup o anti1out1goup)

    6easons $o hope 6ud#an+ Ash#oe+ Gay 7=8 ha'e $ound that se#inas on

    pe0udice can educe i#plicit steeotyping

    Ho!e'e+ the notion that *!hites ae acist. can also ceate

    steeotype theat 7Go$$+ Steele+ 9a'ies+ D8+ so !hile

    a!aeness is good+ hype1'igilance can lead to ionically

    con$i#ing the steeotype

    3his itsel$ can %e counteed %y adopting an *ince#entalgo!th.

    pespecti'e


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