（精）第六章 态度及其改变.ppt

第六章 态度及其改变 The ultimate determinant in the struggle now going on for the world will not be bombs and rockets but a test of wills and ideas—a trial of spiritual resolve: the values we hold, the beliefs we cherish and the ideals to which we are dedicated. —Ronald Reagan Outlines： WHAT ATTITUDES ARE STRUCTURE OF ATTITUDES ATTITUDE MEASURES ATTITUDE FUNCTIONS CHARACTERISTICS OF ATTITUDES ATTITUDE FORMATION ATTITUDES AND BEHAVIOR ATTITUDE CHANGE What Are Attitudes? The study of attitudes has been of fundamental concern to social psychologists throughout the history of the field.（态度一直是社会心理学研究的基础和核心的内容） In order to study and measure attitudes, social psychologists need a clear and careful definition of the term.（为了研究和测量态度，我们需要给态度一个明确而清晰的定义） G.Allport： “An attitude is a mental and neural state of readiness, organized through experience, exerting a directive or dynamic influence upon the individual’s response to all objects and situations with which it is related” (1935)(受行为主义影响， G.Allport认为态度是一种心理和神经的准备状态，它通过经验组织起来，影响着个人对情境的反应。). Eagly and Chaiken (1993, p. 155) define attitudes as ‘tendencies to evaluate an entity with some degree of favor or disfavor, ordinarily expressed in cognitive, affective, and behavioral responses.’ Attitudes are evaluative responses to stimuli. (Taylor) When they define attitudes, social psychologists focus on the tendency to like or dislike an attitude object or behavior. That is, attitudes are defined as tendencies to evaluate objects, issues, or persons favorably or unfavorably (Bem, 1970; Eagly Chaiken, 1993; Fazio, 1990; Olson Zanna, 1993; Petty, Wegener, Fabrigar, 1997; Wood, 2000). STRUCTURE OF ATTITUDES Understanding the mental structure of attitudes is potentially as important to attitude research as identifying the structure of DNA was to biological research. Uncovering the internal structure of attitudes can facilitate our understanding of how attitudes form, strengthen, and change.（揭示态度