社会心理学--态度PPT课件.ppt

Chapter4Attitudes EvaluatingtheSocialWorld态度 评价社会 Attitudes Evaluationsofvariousaspectsofthesocialworld Howareattitudesformed Whendoattitudesinfluencebehavior Howareattitudeschanged theprocessofpersuasion Whyareattitudesusuallydifficulttochange resistancetopersuasion Whyourbehaviorscansometimesshapeourattitudesratherthanviseversa cognitivedissonance 1 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 learningtoholdthe right views E g learningbyrewardvspunishmentObservationallearning learningbyexamples E g Childrenlearntodoastheirparentsdo notastheysay SocialComparison compareourselveswithothers 2 Geneticfactors geneticfactorsmayplaysomeroleinattitudes E g Identicaltwinssharesimilarattitudes Highlyheritableattitudesaremoredifficulttochange 3 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 4 Whendoattitudesinfluencebehavior Attitudesdon talwayspredictbehaviorFactorsmoderatingthelinkbetweenattitudesandbehaviorAspectsofthesituation情景方面的原因 Situationalconstraintspreventusfromexpressingourattitudesovertly E g buyingPlayboyinashop Wetendtoprefersituationsthatallowustoexpressourattitudes andthismaystrengthenourviews E g Asmokerpreferstospendtimewithothersmokersratherthanwithnonsmokers 5 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 theextenttowhichattitudesarefocusedonspecificobjectsorsituationsratherthanongeneralones Theattitudes behaviorlinkisstrongerwhenthetwoaremeasuredatthesamelevelofspecificity 6 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 7 Howdoattitudesinfluencebehavior Attitudesandimmediatebehavioralreactions Attitudesinfluencebehaviormoredirectlyandautomatically E g 公共车上有人与老者争座位Whengivingcarefulthoughttoattitudes ourintentionsstronglypredictbehavior Withoutcarefulthought attitudesinfluenceourbehaviorbyshapingourperceptionsofthesituation 8 TheFineArtofPersuasion UsingMessagestoChangeAttitudes说服的艺术 用信息改变态度Persuasion Effortstochangeothers attitudesthroughtheuseofvariouskindsofmessages Earlystudiesonpersuasionprimarilyfocusedoncharacteristicsofthecommunicator themessagesandtheaudience Suchworkdidnotexplainhowpersuasionoccurs 9 Recentresearchonthecognitiveprocessessuggeststhatweprocesspersuasivemessagesintwoways Systematicprocessing Carefulconsiderationofmessagecontentsandideas Heuristicprocessing Theuseofsimplerulesofthumbormentalshortcuts Fig 4 13 Whichofthetwomodesofthoughtwechoosedependsonourmotivation capacitytoprocessinformation andourknowledgeabouttheissue Ifwefindamessageunimportantoruninteresting weprocessitheuristically Ifwefindamessageimportantorinteresting weprocessitsystematically 10 WhenAttitudeChangeFails ResistancetoPersuasion态度改变失败 抵抗说服Reactance 对抗 Negativereactionstoeffortsbyotherstoreduceorlimitourpersonalfreedom Insuchsituations wemayrejecttheirpersuasionbyadoptingoppositeviews negativeattitudechange Forewarning 预先警告 Advanceknowledgeofpersuasionintentincreasesresistancetothepersuasion Selectiveavoidance 选择性回避 Atendencytodirectourattentionawayfrominformationthatchallengesourexistingattitudes 11 Aactivedefenseofourexistingattitudes ifwereceiveopinionsagainstourviewswithargumentsthatrefutetheseopinions ourresistancetosubsequentpersuasionincreases Fig 4 14Biasedassimilation 偏性同化 Evaluatinginformationinconsistentwithourattitudesaslessconvincingorreliablethaninformationconsistentwithourviews Fig 4 13 Attitudepolarization 态度极化 Evaluatingmixedevidenceorinformationinwaysthatstrengthenourinitialviewsandmakethemmoreextreme Thesetwotendenciesmakeourattitudespersistanddifficulttobechanged 12 CognitiveDissonance 认知失调 WhyOurBehaviorCanSometimesInfluenceOurAttitudesCognitivedissonance Anunpleasantstatethatoccurswhenwenoticeinconsistenciesbetweenourattitudesorbetweenourattitudesandbehavior WaystoreducecognitivedissonanceinvolveDirecttactics changeattitudeorbehavior acquirenewsupportiveinformation minimizetheimportanceofattitudesorbehavior Indirecttactics leavetheinconsistencyintactbutreducetheunpleasantfeelingsgeneratedbydissonance 13 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 14 Dissonanceasatoolforbeneficialchangesinbehavior失调作为有利的行为改变工具Hypocrisy 虚伪 Publiclyadvocatingsomeattitudeorbehaviorbutthenactinginawaythatisinconsistentwiththeseattitudeorbehavior Fig 4 20 Apowerfultoolforinducingdissonanceandpromotingbeneficialchangesinbehavior 15 KeyTermsandQuestions 4章 1 Describehowattitudescanbeformedviaclassicalconditioning 2 Howattitudescanbestrengthenedorweakenedthroughinstrumentalconditioning 3 Explainhowthesocialcomparisonprocessinfluencestheformationofattitudes 4 Howcanwechangeothers attitude 5 Whatshouldwedoifwewanttoresistpersuasion 6 Howdoattitudeinfluenc