Attitudes

• Social Psychology


  Study of human behaviour in group settings
• Diffusion of responsibility


  It is expected that someone else will act instead of you
• Bystander Intervention


  The inability to help/approach a stranger in difficulty as they think someone else will do it
• What causes Bystander Intervention


  • Diffusion of Responsibility
  • Fear of appearing foolish especially in ambiguous situations
• Attitude


  A positive or negative evaluation of something
• Dimensions of an attitude


  • Affective dimension (emotional reactions)
  • Cognitive dimension (thoughts and beliefs)
  • Behavioural dimension (actions)
• How attitudes can be changed


  • Characteristics of the communicator
  • Characteristics of the communication
  • How the message is transmitted
  • Characteristics of the listener
• Characteristics of the communicator


  • Audience tend to believe what experts tell them
  • Audience think the speaker is similar to them in attitude, socio-economic background and ideals
  • Attractiveness of the speaker (e.g. in advertising)
• Characteristics of the communication


  • Form of communication (e.g. give both sides if recipient initially opposing, only one side if recipient initially favourable)
  • Use of emotional appeals
• How the message is transmitted


  • Medium used (e.g. face-to-face, speed, style of speech)
  • Powerful confident speaking style
• Characteristics of the listener


  • Positive or good mood
  • Self-esteem (long-term and short-term)
  • Lower short-term self-esteem decreases resistance to persuasion