Classical conditioning, operant conditioning, and observational learning can be used to bring about attitude change. Classical conditioning can be used to create positive emotional reactions to an object, person, or event by associating positive feelings with the target object.
Operant conditioning can be used to strengthen desirable attitudes and weaken undesirable ones. People can also change their attitudes after observing the behavior of others. This theory of persuasion suggests that people can alter their attitudes in two ways.
First, they can be motivated to listen and think about the message, thus leading to an attitude shift. Or, they might be influenced by the characteristics of the speaker, leading to a temporary or surface shift in attitude. Messages that are thought-provoking and that appeal to logic are more likely to lead to permanent changes in attitudes. In order to reduce the tension created by these incompatible beliefs, people often shift their attitudes. Ever wonder what your personality type means?
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Table of Contents. Attitude Formation. Attitudes and Behavior. Attitudinal Categories Attitude and behavior interact differently based upon the attitude in question.
Daniel Katz uses four attitude classifications: Utilitarian : Utilitarian refers to an individual's attitude as derived from self or community interest. An example could be getting a raise. As a raise means more disposable income, employees will have a positive attitude about getting a raise, which may positively affect their behavior in some circumstances. Knowledge : Logic, or rationalizing, is another means by which people form attitudes.
When an organization appeals to people's logic and explains why it is assigning tasks or pursuing a strategy, it can generate a more positive disposition towards that task or strategy and vice versa, if the employee does not recognize why a task is logical. Ego-defensive : People have a tendency to use attitudes to protect their ego, resulting in a common negative attitude.
If a manager criticizes employees' work without offering suggestions for improvement, employees may form a negative attitude and subsequently dismiss the manager as foolish in an effort to defend their work. Managers must therefore carefully manage criticism and offer solutions, not simply identify problems. Value-expressive: People develop central values over time.
These values are not always explicit or simple. People are generally more knowledgeable about topics that interest them and are likely to hold strong attitudes positive or negative as a consequence. Attitudes based on direct experience are more strongly held and influence behavior more than attitudes formed indirectly for example, through hear-say, reading or watching television. Attitudes can serve functions for the individual. Daniel Katz outlines four functional areas:.
Attitudes provide meaning knowledge for life. The knowledge function refers to our need for a world which is consistent and relatively stable. This allows us to predict what is likely to happen, and so gives us a sense of control. Attitudes can help us organize and structure our experience. For example, knowing that a person is religious we can predict they will go to Church. The attitudes we express 1 help communicate who we are and 2 may make us feel good because we have asserted our identity.
Self-expression of attitudes can be non-verbal too: think bumper sticker, cap, or T-shirt slogan. Therefore, our attitudes are part of our identify, and help us to be aware through the expression of our feelings, beliefs and values. For example, when people flatter their bosses or instructors and believe it or keep silent if they think an attitude is unpopular.
There's a lot of different roles that I play in life. So picture yourself in a new role. We all wear so many different hats. I'm not just wearing one. I'm wearing many different hats, many different roles, many different ways in which I connect with people and have obligations and duties. So, picture yourself in this new role, whatever it may be. Maybe you have a new job, maybe you just got married, maybe you're even a parent for the first time.
Well, when you're in that role, doesn't the first few days in that role feel very weird, very phony as if it's not you? Yeah, don't you feel like you're acting? You're not, you're not who you are. Well, that's exactly what we're doing. We're trying to follow some sort of social quota when we're in that role.
We're trying to be the best and the perfect at that new role. We're trying to sound professional or play house, like little kids like to do when they're playing with their dolls. We like to act like the best and perfect parents ever. Well that's not possible, it's not possible to ever be perfect right off the bat. But if you give this new role a little longer time, what feels like acting starts to become and feel like you.
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