社会心理学 态度PPT课件.ppt

.,1,Chapter4Attitudes:EvaluatingtheSocialWorld态度：评价社会,Attitudes:Evaluationsofvariousaspectsofthesocialworld.Howareattitudesformed?Whendoattitudesinfluencebehavior?Howareattitudeschangedtheprocessofpersuasion?Whyareattitudesusuallydifficulttochangeresistancetopersuasion?Whyourbehaviorscansometimesshapeourattitudesratherthanviseversacognitivedissonance?,.,2,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,.,3,Geneticfactors:geneticfactorsmayplaysomeroleinattitudes.E.g.,Identicaltwinssharesimilarattitudes.Highlyheritableattitudesaremoredifficulttochange.,.,4,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,.,5,Whendoattitudesinfluencebehavior?AttitudesdontalwayspredictbehaviorFactorsmoderatingthelinkbetweenattitudesandbehaviorAspectsofthesituation情景方面的原因*Situationalconstraintspreventusfromexpressingourattitudesovertly.E.g.,buyingPlayboyinashop.*Wetendtoprefersituationsthatallowustoexpressourattitudes,andthismaystrengthenourviews.E.g,Asmokerpreferstospendtimewithothersmokersratherthanwithnonsmokers.,.,6,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.,.,7,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,.,8,Howdoattitudesinfluencebehavior?Attitudesandimmediatebehavioralreactions:Attitudesinfluencebehaviormoredirectlyandautomatically.E.g,公共车上有人与老者争座位Whengivingcarefulthoughttoattitudes,ourintentionsstronglypredictbehavior.Withoutcarefulthought,attitudesinfluenceourbehaviorbyshapingourperceptionsofthesituation.,.,9,TheFineArtofPersuasion:UsingMessagestoChangeAttitudes说服的艺术：用信息改变态度Persuasion:Effortstochangeothersattitudesthroughtheuseofvariouskindsofmessages.Earlystudiesonpersuasionprimarilyfocusedoncharacteristicsofthecommunicator,themessagesandtheaudience.Suchworkdidnotexplainhowpersuasionoccurs.,.,10,Recentresearchonthecognitiveprocessessuggeststhatweprocesspersuasivemessagesintwoways.Systematicprocessing:Carefulconsiderationofmessagecontentsandideas.Heuristicprocessing:Theuseofsimplerulesofthumbormentalshortcuts(Fig.4.13).Whichofthetwomodesofthoughtwechoosedependsonourmotivation,capacitytoprocessinformation,andourknowledgeabouttheissue.Ifwefindamessageunimportantoruninteresting,weprocessitheuristically.Ifwefindamessageimportantorinteresting,weprocessitsystematically,.,11,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.,.,12,Aactivedefenseofourexistingattitudes:ifwereceiveopinionsagainstourviewswithargumentsthatrefutetheseopinions,ourresistancetosubsequentpersuasionincreases.Fig.4.14Biasedassimilation（偏性同化):Evaluatinginformationinconsistentwithourattitudesaslessconvincingorreliablethaninformationconsistentwithourviews(Fig.4.13).Attitudepolarization(态度极化):Evaluatingmixedevidenceorinformationinwaysthatstrengthenourinitialviewsandmakethemmoreextreme.Thesetwotendenciesmakeourattitudespersistanddifficulttobechanged.,.,13,CognitiveDissonance(认知失调):WhyOurBehaviorCanSometimesInfluenceOurAttitudesCognitivedissonance:Anunpleasantstatethatoccurswhenwenoticeinconsistenciesbetweenourattitudesorbetweenourattitudesandbehavior.WaystoreducecognitivedissonanceinvolveDirecttactics:changeattitudeorbehavior,acquirenewsupportiveinformation,minimizetheimportanceofattitudesorbehavior.Indirecttactics:leavetheinconsistencyintactbutreducetheunpleasantfeelingsgeneratedbydissonance.,.,14,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).,.,15,Dissonanceasatoolforbeneficialchangesinbehavior失调作为有利的行为改变工具Hypocrisy(虚伪):Publiclyadvocatingsomeattitudeorbehaviorbutthenactinginawaythatisinconsistentwiththeseattitudeorbehavior(Fig.4.20).Apowerfultoolforinducingdissonanceandpromotingbeneficialchangesinbehavior.,.,16,KeyTermsandQuestions(4章)1.Describehowattitudescanbeformedviaclassicalconditioning?2.Howattitudescanbestrengthenedorweakenedthroughinstrumentalconditioning?3.Explainhowthesocialcomparisonprocessinfluencestheformationofattitudes.4.Howcanwechangeothersattitude?5.Whatshouldwedoifwewanttoresistpersuasion?6.Howdoattitudeinfluen