Essay about Implicit Attitude Formation Through Classical...

PSYCHOLOGICAL SCIENCE Research Article IMPLICIT ATTITUDE FORMATION THROUGH CLASSICAL CONDITIONING Michael A. Olson and Russell H. Fazio Indiana University Abstract-We sought to demonstrate that attitudes can develop through implicit covariation detection in a new classical conditioning paradigm. In two experiments purportedly about surveillance and vigilance. participants viewed several hundred randomly presented words and images interspersed with critical pairings ofvalenced unconditioned stimuli (USs) with novel conditioned stimuli (CSs). Attitudes toward the novel objects were influenced by the paired USs: In a surprise evaluation task. the CS paired with positive items was evaluated more positively than the CS paired with†¦show more content†¦From the development of racial prejudice through repeated media portrayals of minority-group members in a negative fashion, to the creation of brand preferences via pairings of a target product with supennodels, the case might appear closed based on intuition alone. Yet, although early research seemed to support the contention that classical conditioning is a primary origin of attitud es (e.g., Razran, 1938; Staats Staats. 1958). research on the classical conditioning of attitudes has since suffered a sporadic and troubled history. Through the present research, we hoped to provide more solid evidence that attitudes can develop implicitly via classical conditioning. First. we touch on some of the problems of past research. and mention some noteworthy attempts at solving them. The present research developed a new paradigm to help answer the question of whether attitudes can develop implicitly via classical conditioning. Address correspondence to Michael A. Olson or Russell H. Fazio. Department of Psychology. 1885 Neil Ave .. Ohio State University. Columbus. OH -B21 0-1222; e-mail; micolson@indiana.edu or fazio@psy.ohio-state.edu. VOL. 12. NO.5. SEPTEMBER 2001 PRIOR RESEARCH ON THE CLASSICAL CONDITIONING OF ATTITUDES Razran (1938) read various political slogans to people while providing some of them with a free meal. and found that agreement with the slogans was greater when people received the free meal than whenShow MoreRelatedDo Attitudes Predict Behavior? Essay1983 Words   |  8 Pagesbetween attitudes and behaviour and show that attitudes do not always predict behaviour as there are a number of variables that need to be put in place before the evaluation of a person behaving according to their attitudes can be assessed. 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