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Block 3 Unit 2 Formation of Attitude and Attitude Change

1. What factors contribute to attitude formation?

Several factors contribute to attitude formation:

• Need Satisfaction: People develop favourable attitudes towards things that help them satisfy their needs, and negative attitudes towards things that hinder them.
• Social Learning: Attitudes are learned through classical conditioning, instrumental conditioning, and observational learning.
• Classical Conditioning: A neutral stimulus becomes associated with a positive or negative response through repeated pairings with an unconditioned stimulus.
• Instrumental Conditioning: Attitudes are shaped by rewards and punishments. Positive attitudes are formed when behaviours are rewarded and negative attitudes are formed when behaviours are punished.
• Observational Learning: Individuals form attitudes by observing the attitudes and behaviours of others, particularly those they admire or identify with.
• Group Affiliations: Membership in social groups significantly influences the attitudes one forms.
• Personality Factors: Personality traits can influence which attitudes are easily acquired. For instance, people with highly organised attitudinal systems accept their merits and demerits while people with low IQ and literacy tend to be conservative, suspicious, and hostile.
• Cultural Factors: Cultural norms and values shape attitudes, leading to common attitudes among members of a given culture.
• Exposure to Information: Information from various sources can influence attitudes.

2. Describe the processes of attitude formation in terms of social learning.

Social learning plays a significant role in attitude formation through three main processes: 

• Classical Conditioning: A neutral stimulus becomes associated with a positive or negative attitude when it is repeatedly paired with a stimulus that already evokes a positive or negative response. For example, a child may develop a negative attitude towards a particular group if they repeatedly hear negative comments about that group from their parents.
• Instrumental Conditioning: This involves learning through rewards and punishments. If a behaviour expressing a certain attitude is rewarded, the attitude is likely to strengthen. If the behaviour is punished, the attitude is likely to weaken. For example, if a child is praised for expressing a positive attitude towards helping others, they are more likely to maintain this attitude.
• Observational Learning: Individuals learn attitudes by watching the behaviours and attitudes of others. If a child sees their older sibling expressing a strong preference for a particular sports team, they may adopt a similar preference. This is more likely to occur if they identify with the person they are observing.

3. Put forward the three theories of social learning that are related to attitude formation.

The three theories of social learning related to attitude formation are:

• Classical Conditioning: As explained above, this involves associating a neutral stimulus with a positive or negative one, which can transfer the emotional response to the neutral stimulus and create an attitude.
• Instrumental Conditioning: This involves shaping attitudes through rewards and punishments. If someone expresses an attitude and receives praise for it, they are more likely to hold that attitude in the future. Conversely, if the attitude is met with disapproval, it will likely be weakened.
• Observational Learning: This involves learning attitudes by observing others and mimicking their behaviour. If children see their parents expressing a particular view, they are more likely to develop that attitude themselves.

4. Discuss in your own words the factors of attitude formation.

Attitude formation is influenced by a variety of factors. These include how well something helps us to meet our needs, whether we have been rewarded or punished for behaviours related to the attitude and what behaviours we have observed in others. Furthermore, our social groups, our personalities, and cultural context also play a role in shaping our attitudes. Exposure to new information can also shape or influence our attitudes about various topics. Essentially, attitude formation is a result of our personal experiences, the environment we are in, and the people around us.

5. What is the role of persuasive communication in attitude change? Give suitable examples.

Persuasive communication is a key factor in attitude change. The effectiveness of persuasive communication depends on several factors:

• Source Characteristics: A communicator who is credible, attractive, and likeable is more likely to bring about attitude change. For example, people are more likely to be influenced by a doctor giving medical advice than a random person on the street.
• Message Characteristics: Messages that are clear, logical, and evoke emotions are more likely to be persuasive. The way a message is organised, such as whether it presents one or two sides of an issue, or draws its own conclusion can influence its impact. For example, a political advertisement that provides strong emotional appeals along with a clear message about policy changes is more persuasive than a dry, fact-based message.
• Channel of Communication: The medium used to deliver the message can impact attitude change. Face to face interaction might be more persuasive than reading a pamphlet depending on the audience.
• Audience Characteristics: The characteristics of the audience such as pre existing attitudes can affect how easily they are persuaded. For example, people who already agree with a message are easier to persuade than those who disagree.

6. Write an essay on the process of attitude change.

Attitude change is a dynamic process that can occur when individuals encounter new information or experiences that challenge their existing attitudes. There are two types of attitude change: congruent, where a favourable attitude becomes more favourable, and incongruent, where the attitude changes in the opposite direction. Persuasive communication plays a significant role in attitude change. The process of attitude change is influenced by factors such as the source of the communication, the message itself, the channel of communication, and the characteristics of the audience. Group affiliations also play a significant role in attitude change, as individuals may modify their attitudes to align with the views of their reference groups or when their affiliations change. Lastly, the individual's personality can affect their susceptibility to attitude change.

7. What is meant by Primacy and Recency effect and how do they bring about an attitude change?

The primacy effect refers to the tendency for information presented first to have a greater impact on attitude change. The first piece of information received can create a lasting impression, and subsequent information may be interpreted in light of it. The recency effect, on the other hand, refers to the tendency for the most recently presented information to have a greater impact on attitude change. This effect is more likely to occur when there's a delay between the first and subsequent messages. Primacy and recency effects mean that the order of presentation of information is important when aiming to influence attitudes.

8. Discuss characteristics of audience and enforced contact as responsible for attitude change.

Audience Characteristics: The audience's existing attitudes, values, and personality can influence their receptiveness to attitude change. Individuals who have deeply entrenched views may be resistant to change, while those who are open-minded or less certain may be more susceptible. Also an audience's level of involvement in an issue can affect the likelihood of attitude change. If the audience thinks an issue is important, they will be more likely to engage with it.

Enforced Contact: When individuals from different groups are forced into contact, it can lead to attitude change. When the groups interact, this can challenge negative stereotypes and foster understanding. However, the contact must be positive and structured, where individuals work towards shared goals. For example, if members of a group that has negative attitudes about another are forced to work with them towards a common goal, their attitudes can improve when they experience the other group in positive and cooperative ways.

9. What is meant by group affiliation and how these factors affect attitude formation.

Group Affiliation and Attitude Formation

• Definition: Group affiliation refers to an individual's association with a particular social group. This can include various groups, such as family, peer groups, or professional organisations. These groups have a significant impact on how individuals form attitudes.
• Influence: Individuals often adopt the values, norms, opinions, and beliefs of the groups they belong to in order to gain acceptance. This is because conforming to group standards can be rewarding, while deviating may result in punishment.
• Primary Groups: Primary groups, like family and close friends, have a strong influence on attitude development. These groups involve close, face-to-face interactions, leading to the development of similar attitudes among members. This attitudinal homogeneity can be attributed to:
  • Pressure for Conformity: Primary groups exert significant pressure on their members to conform to group norms.
  • Mutual Liking: The close relationships in primary groups breed liking, which in turn fosters attitudinal similarity.
  • Shared Information: Members of primary groups often receive similar information and process it in similar ways, resulting in similar attitudes.
  • New Member Assimilation: New members are likely to adopt the attitudes of the group to gain acceptance.
• Reference Groups: A reference group is one that an individual is not a member of, but aspires to be like. Individuals may adopt the values, norms, and goals of their reference group, which leads to changes or formation of similar attitudes.

10. Discuss the cultural factors that affect the development of attitudes?

Cultural Factors and Attitude Development

• Culture's Role: Cultural factors significantly impact attitude development. Culture encompasses traditions, norms, values, and religion, all of which shape the socialisation of individuals.
• Cultural Differences: People raised in different cultures often exhibit different attitudes, while those raised in the same culture tend to show similar attitudes. For example, attitudes toward marriage customs can vary widely between cultures.
• Personality Traits: Cultural differences can lead to the development of common attitudes and personality traits. For example, one study found that members of the Arapesh tribe are typically liberal, cooperative, and kind, while members of the Mundugumor tribe are generally aggressive, zealous, and selfish. These differences were attributed to varying cultural emphasis on the development of different personality traits.

11. What are the personality factors that affect the development of attitudes?

Personality Factors and Attitude Development

• Personality's Influence: Personality traits play a role in how attitudes are formed and developed. Attitudes that align with an individual's personality traits are more easily acquired.
• Research Findings: Studies have indicated that individuals with highly organised attitudinal systems accept both their merits and demerits, while those with lower IQ and literacy levels tend to be more conservative, suspicious, hostile, and prone to blaming others for their faults.
• Consonance: Attitudes that are in consonance with an individual's personality traits are acquired more easily. This means that people are more likely to adopt attitudes that fit with their existing tendencies and dispositions.