Lecture 16 : Attitudes- Part IV

Summary

This video lecture delves into the theory of instrumental conditioning as a form of attitude formation, explaining how responses followed by positive outcomes tend to be repeated, while those followed by negative consequences are weakened. The lecturer also discusses the process of persuasion in attitude formation, highlighting key elements such as the credibility, attractiveness, and likability of the communicator. The role of framing in persuasive messaging—positive vs. negative—is also explored, emphasizing how subtle, positive appeals are more effective in influencing attitudes. The lecture ties these concepts to real-world applications, including marketing and social influence.

Takeaways

• 😀 Instrumental conditioning is a theory of attitude formation where a response leads to an outcome, and the outcome influences whether the response is repeated in the future.
• 😀 Positive outcomes strengthen behaviors or attitudes, while negative outcomes weaken them, as illustrated by the example of a child being rewarded or punished in the classroom.
• 😀 Instrumental conditioning works in social situations as well—attitudes followed by appreciation or acceptance tend to be strengthened, while those followed by rejection are likely to be abandoned.
• 😀 A key feature of instrumental conditioning is that behaviors followed by positive consequences are reinforced, while negative consequences reduce the likelihood of behavior repetition.
• 😀 Social interactions gradually influence attitude formation, as people seek approval and modify their behaviors to align with social groups.
• 😀 Persuasion is an important tool for attitude formation, where a person's effort to change someone else's attitude through messaging can be seen in political campaigns or organizational influence.
• 😀 The credibility of the communicator is crucial for successful persuasion—experts or people perceived as knowledgeable are more likely to change others' attitudes.
• 😀 Attractiveness and likability of a communicator also play a significant role in persuasion, as people are more likely to be influenced by individuals they find appealing or agreeable.
• 😀 Messages that don't seem designed to change attitudes, such as subtle endorsements, are often more persuasive than direct attempts to influence beliefs or behaviors.
• 😀 The framing of a persuasive message is important—positive framing (emphasizing benefits) tends to be more effective than negative framing (emphasizing consequences).

Q & A

What is instrumental conditioning and how does it relate to attitude formation?

Instrumental conditioning is a type of learning where a response leads to an outcome, and the outcome determines whether the behavior is likely to be repeated in the future. In attitude formation, behaviors followed by positive outcomes are strengthened, while those followed by negative outcomes are weakened, shaping an individual's attitudes.

Can you provide an example of instrumental conditioning in a classroom setting?

Yes, an example would be a child who scores well in class and receives praise from the teacher. The positive reinforcement encourages the child to work harder and aim for better scores in the future. Conversely, a child who engages in disruptive behavior may be punished, discouraging them from repeating the same behavior.

How does social approval influence attitude formation in instrumental conditioning?

Attitudes that receive social approval or positive feedback are likely to be strengthened. When individuals receive rejection or negative feedback, they may abandon or change those attitudes to avoid negative consequences in the future.

What role does the outcome of a response play in shaping attitudes according to instrumental conditioning?

The outcome of a response, whether positive or negative, directly influences the likelihood of that attitude being repeated. Positive outcomes reinforce the behavior, while negative outcomes reduce the likelihood of its recurrence.

How do classical and instrumental conditioning relate to real-world applications like marketing or corporate settings?

In marketing, classical and instrumental conditioning can be used to shape consumer attitudes toward products. Similarly, in corporate settings, employees' attitudes and performance can be influenced through positive reinforcement or feedback, encouraging desired behaviors.

What is the impact of subtle forms of reinforcement in instrumental conditioning?

Subtle reinforcement, such as a smile or appreciative words, can also strengthen behavior and attitudes. These indirect rewards, though not as overt as tangible rewards, still reinforce positive behavior and foster attitude formation.

How do social groups influence attitude change through instrumental conditioning?

Individuals, especially children, may modify their attitudes to align with the expectations of a social group, such as peers or college groups. This is often done to gain acceptance and approval, leading to attitude change based on the positive reinforcement of group behavior.

What is the definition of persuasion in attitude formation, and how does it differ from conditioning?

Persuasion is the process of influencing others' attitudes through communication, often involving messages designed to change beliefs, intentions, or behaviors. Unlike conditioning, which involves direct reinforcement or punishment, persuasion relies on the power of communication and influence.

What are some key elements of effective persuasion?

Effective persuasion involves several elements, including the credibility of the communicator, physical attractiveness, likability, the framing of the message (positive or negative), and the level of distraction in the audience. The communicator's expertise and authenticity also play a crucial role in persuasion.

How does forewarning impact the effectiveness of persuasion?

Forewarning can reduce the effectiveness of persuasion, as individuals may already form their own opinions or become more resistant to the message once they know a persuasive attempt is coming. It undermines the element of surprise and can make the message less impactful.