Attitudes are beliefs and feelings about objects, people,
and events that can affect how people behave in certain situations. A person´s
attitude about strangers, for example, can influence how that person feels and
behaves around people he or she does not know. Cognitive evaluation is when people evaluate evidence and form
beliefs on the basis of their evaluations. Part of this process is learning and
evaluating data. Cognitive anchors or
persistent beliefs that shape the ways in which he or she sees the world and
interprets events. This anchors tend to keep people from changing.
Persuasion is a direct attempt to influence other people´s
attitudes or views. Parents, for example, may try to persuade their children to
adopt the same values that they hold. Central
route uses evidence and logical arguments to persuade people. Peripheral route attempts to associate
objects, people, or events with positive or negative cues. Two sided arguments is where people present not only their side of
the argument but also the opposition´s side. Emotional appeals persuade by arousing such feelings as royalty,
desire, or fear rather than by convincing through evidence and logic. Most
messages are aimed at a specific audience. People with sales resistance have no trouble turning down requests to buy
products or services.
Prejudice is a generalized attitude toward a specific
group of people. People who are prejudice judge other people on the basis of
their group membership rather than as individuals. Stereotypes are unchanging,
oversimplified, and usually distorted beliefs about groups of people. Discrimination refers to the unfair
treatment of individuals because they are members of a particular group. For
example, people may denied jobs, housing, voting privileges, or other rights
because of their skin color, sex, or religion. Some causes of prejudice are:
exaggerating differences, justifying economic status, social learning, victimization
and scapegoating. Primacy effect is the tendency for people to form opinions of
others on the basis of the first impressions. Recency effect occurs when people change their opinions of others
on the basis of recent interactions instead of holding on their first
impressions. Attribution therapy; according
to this people tend to explain behavior in terms of either dispositional, or
personality, factors or in terms of situational, or external, factors.
Actor
observer bias occurs because we tend to judge others only by the behavior
we witness, and people´s behavior may not always be a true reflection of their
personalities. Fundamental attribution
error is the tendency to overestimate the effect of dispositional causes for
another person’s behavior, and to underestimate the effect of situational
causes. Self-serving bias allows
individuals to place the blame for their failures on circumstances outside to
place the blame for their failure on circumstances outside their control. Attraction is a kind of attitude.
Attraction to another person often leads to friendship or love. Physical
appearance tend to influence in the choosing of our friends and partners. Matching hypothesis is where people
tend to choose as friends and partners those who are similar to themselves in
attractiveness.
Love and
friendship have important roles in social cognitive. Both of these words are
used in our daily lives. We tend to attach to people, who we trust, respect and
have affection for. For every love
relationship there should be passion, commitment, and intimacy.
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