Understanding Attitude Change, Prejudice, and Stereotypes
Attitude Formation and Change
Factors Influencing Attitude Change: Traditional approaches suggest that attitude change depends on the discrepancy between the receiver’s initial attitude and the message’s position. The source’s credibility is crucial, influenced by the receiver’s perception of the source’s competence and persuasive intent. Source appeal also plays a role. However, studies on message structure have yielded inconsistent results. Receiver characteristics, such as self-esteem, authoritarianism, social isolation, imagination, and life guidance, also affect attitude change.
Understanding Prejudice
Prejudice Defined: Prejudices are negative beliefs about a social group. The multidimensional model of attitudes breaks it down into:
- Stereotype: Cognitive component, beliefs about a social group.
- Prejudice: Affective component, negative evaluation of the group.
- Discrimination: Behavioral component, unequal treatment based on group membership.
Socio-Cultural Origins of Stereotypes
Stereotypes originate in the social environment, not the individual, and are learned through socialization and acculturation. They reflect culture and history. For example, stereotypes about the Roma people.
Heuristic Model of Persuasion
The heuristic model contrasts with the elaboration likelihood model (central/peripheral routes). Persuasion results from surface features of the message, source signals, or reactions of others. Persuasion can occur without analyzing the message content, following heuristics based on:
- Source experience
- Similarity
- Consensus
- Argument quantity and length
- Statistics
- Appeal of the source
Elaboration Likelihood Model
Persuasion occurs via two routes: central (rational analysis) or peripheral (heuristic). The route depends on motivation and ability. Central route processing leads to attitude change based on argument quality. Peripheral route processing relies on persuasive cues.
Functions of Stereotypes
Stereotypes serve several functions:
- Cognitive Economy: They simplify and order our social environment, aiding understanding and prediction.
- Self-Defense: Through projection and displacement, unacceptable feelings are attributed to other groups, protecting the individual.
- Social Identity and Group Integration: Accepting group stereotypes facilitates social identity and acceptance within the group.