2. How our attitudes affect us?
(1) Our attitudes are shaped by our social context;
Simple and complex attitudes affect our behavior
(how we evaluate and interact with other people);
Our behaviors influence and refine your attitudes; therefore,
Social context
our attitudes our behavior our attitudes
(1) Simple vs. Complex Attitudes
Simple or complex attitude toward exercising
Source: “Psychology in your life,” Grison, Heatherton, and Gazzaniga, 2026, p.430
2. How our attitudes affect us?
(2) We form attitudes through experience and socialization
(How we shape our attitudes)
(1) Mere exposure
(2) Conditioning
(3) Social exposure
1) Mere exposure effect
The more you are exposed to something
:the greater exposure, the greater similarity more positive
attitudes
2) Social exposure
Shaped through socialization
Ex. Care givers, peers, teachers, religious leaders,
politicians, media
Assignment 1
Q. What is your example of the mere exposure effect?
Please (simply) answer the assignment and send it to me at
sookim@[Link] by Friday midnight.
3) Classical conditioning
The Logic behind the Brad Pitt_Chanel Ad
1. Brad Pitt – Positive Image
2. Perfume (New) – No image Yet (Neutral stimuli)
3. Whenever sees the ad (product: perfume), you see Brad
Pitt
With time..
4. Without seeing Brad Pitt, you have a positive/attractive
image on the new perfume
Therefore,
5. Perfume = Positive image
Assignment 2
• Watch any commercial; then,
* Apply this classical conditioning logic on this
commercial (similar to the process of classical
conditioning on the Chanel #5 Brad Pitt ad)
• Refer to the process of 1-5 the previous slide.
• Please (simply) answer the assignment and send it to me
at sookim@[Link] by Friday midnight.
2. How our attitudes affect us?
Both explicit and implicit attitudes Us
Explicit and implicit attitudes
• Explicit
– An attitude that a person is consciously aware of and can report
• Implicit
– An attitude that influences a person’s feelings and behavior at
an unconscious level
– Quickly from implicit memory
2. How our attitudes affect us?
(3) Cognitive dissonance
(1) Cognitive dissonance theory
Explain cognitive dissonance more
Learning Tip: Cognitive Dissonance Source:
“Psychology in your life,” Grison, Heatherton, and Gazzaniga, 2026, p. 433
(2) Postdecisional dissonance
Ex. Aesop’s Fables- The fox and the grapes
Ref. youtube
[Link]
2. How our attitudes affect us?
(4) Persuasion
-To change an attitude through the transmission of a
message
-Our attitudes can be changed through persuasion
From now on, we will be talking about..
“Psychology in your life,” Grison, Heatherton, and Gazzaniga, 2026, p. 436
3. How do other people influence us?
“The power of the social situation”
1) Group affects individual behavior
(1) Social facilitation
(2) Social loafing
(3) Deindividuation
(4) Group decision making
2) You conform to and comply with others
(1) Conformity
(2) Social norms
How do other people influence us? (con’t)
3) We comply with the requests of others
4) We obey people who have authority
5) We sometimes hurt each other
6) We help each other
Group influences Individual behavior
(1) Social facilitation
– Improved performance on simple or well-learned tasks in the
presence of others
– Home advantage
– “What you do well, you are likely to do even better in front of an
audience (especially a friendly audience)”
Social facilitation
“Psychology in your life,” Grison, Heatherton, and Gazzaniga, 2026, p.479
Group influences Individual behavior
Q. Anyone who experience to feel that “you work harder or
less than anyone in your group when doing a group project?”
(2) Social loafing
– The tendency for people to work less hard in a group than
when working alone
– Individuals free-ride on the efforts of others
Social loafing
Social loafing graph
(3) Deindividuation
• A state of reduced individuality, reduced self-awareness,
and reduced attention to personal standards;
• This phenomenon may occur when people are part of a
group
• Deindividuated people often do things they would not do if
they were alone.
• Example?
Assignment 3
• An Example of deindividuation or your own experience of
deindividuation
• Please (simply) answer the assignment and send it to me
at sookim@[Link] by Friday midnight.
(4) Group decision making
• Groups often make riskier decisions than individuals do
• Groupthink
– Group members suppress their dissenting views
Group think, group pressure etc..
• Ref Youtube
• [Link]
• This is part of “Mean girls” and they are all teens, so
group think, group pressure, group etc..are all very
important, you know
True or False
1. If the first-year students at IBA tend to be business-savvy,
and those at any engineering tend to be
engineeringstic(???), those differences will probably be
even greater by the time they graduate: T / F
2. In general, gender differences tend to widen over time:
T / F
Group polarization
• The beliefs and attitudes we bring to a group grow
stronger
• Over time, initial differences between groups of college
students tend to grow.