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Attitudes Are Evaluations

15 February, 2016 - 10:55

When we say that attitudes are evaluations, we mean that they involve a preference for or against the attitude object, as commonly expressed in terms such as prefer, like, dislike, hate, and love. When we express our attitudes—for instance, when we say, “I like swimming,” “I hate snakes,” or “I love my parents” —we are expressing the relationship (either positive or negative) between the self and an attitude object. Statements such as these make it clear that attitudes are an important part of the self-concept.

Every human being holds thousands of attitudes, including those about family and friends, political figures, abortion rights, terrorism, preferences for music, and much more. Each of our attitudes has its own unique characteristics, and no two attitudes come to us or influence us in quite the same way. Research has found that some of our attitudes are inherited, at least in part, via genetic transmission from our parents (Olson, Vernon, Harris, & Jang, 2001). Other attitudes are learned mostly through direct and indirect experiences with the attitude objects (De Houwer, Thomas, & Baeyens, 2001). We may like to ride roller coasters in part because our genetic code has given us a thrill-loving personality and in part because we’ve had some really great times on roller coasters in the past. Still other attitudes are learned via the media (Hargreaves & Tiggemann, 2003; Levina, Waldo, & Fitzgerald, 2000) or through our interactions with friends (Poteat, 2007). Some of our attitudes are shared by others (most of us like sugar, fear snakes, and are disgusted by cockroaches), whereas other attitudes—such as our preferences for different styles of music or art—are more individualized.

Table 4.1 shows some of the attitudes that have been found to be the most highly heritable (i.e., most strongly determined by genetic variation among people). These attitudes form earlier and are stronger and more resistant to change than others (Bourgeois, 2002), although it is not yet known why some attitudes are more genetically determined than are others.

Table 4.1 Heritability of Some Attitudes

Attitude

Heritability

Abortion on demand

0.54

Roller coaster rides

0.52

Death penalty for murder

0.5

Organized religion

0.45

Doing athletic activities

0.44

Voluntary euthanasia

0.44

Capitalism

0.39

Playing chess

0.38

Reading books

0.37

Exercising

0.36

Education

0.32

Big parties

0.32

Smoking

0.31

Being the center of attention

0.28

Getting along well with other people

0.28

Wearing clothes that draw attention

0.24

Sweets

0.22

Public speaking

0.2

Castration as punishment for sex crimes

0.17

Loud music

0.11

Looking my best at all times

0.1

Doing crossword puzzles

0.02

Separate roles for men and women

0

Making racial discrimination illegal

0

Playing organized sports

0

Easy access to birth control

0

Being the leader of groups

0

Being assertive

0

Ranked from most heritable to least heritable. Data are from Olson, Vernon, Harris, and Jang (2001). Olson, J. M., Vernon, P. A., Harris, J. A., Harris, J.A., & Jang, K. L. (2001). The heritability of attitudes: A study of twins. Journal of Personality and Social Psychology, 80(6), 845–860.

 

Our attitudes are made up of cognitive, affective, and behavioral components. Consider an environmentalist’s attitude toward recycling, which is probably very positive:

  • In terms of affect: They feel happy when they recycle.
  • In terms of behavior: They regularly recycle their bottles and cans.
  • In terms of cognition: They believe recycling is the responsible thing to do.

Although most attitudes are determined by affect, behavior, and cognition, there is nevertheless variability in this regard across people and across attitudes. Some attitudes are more likely to be based on feelings, some are more likely to be based on behaviors, and some are more likely to be based on beliefs. For example, your attitude toward chocolate ice cream is probably determined in large part by affect—although you can describe its taste, mostly you may just like it. Your attitude toward your toothbrush, on the other hand, is probably more cognitive (you understand the importance of its function). Still other of your attitudes may be based more on behavior. For example, your attitude toward note-taking during lectures probably depends, at least in part, on whether or not you regularly take notes.

Different people may hold attitudes toward the same attitude object for different reasons. For example, some people vote for politicians because they like their policies, whereas others vote for (or against) politicians because they just like (or dislike) their public persona. Although you might think that cognition would be more important in this regard, political scientists have shown that many voting decisions are made primarily on the basis of affect. Indeed, it is fair to say that the affective component of attitudes is generally the strongest and most important (Abelson, Kinder, Peters, & Fiske, 1981; Stangor, Sullivan, & Ford, 1991).

Human beings hold attitudes because they are useful. Particularly, our attitudes enable us to determine, often very quickly and effortlessly, which behaviors to engage in, which people to approach or avoid, and even which products to buy (Duckworth, Bargh, Garcia, & Chaiken, 2002; Maio & Olson, 2000). You can imagine that making quick decisions about what to avoid or approach has had substantial value in our evolutionary experience. For example:

  • Snake = bad run away
  • Blueberries = good eat

Because attitudes are evaluations, they can be assessed using any of the normal measuring techniques used by social psychologists (Banaji & Heiphetz, 2010). Attitudes are frequently assessed using self-report measures, but they can also be assessed more indirectly using measures of arousal and facial expressions (Mendes, 2008) as well as implicit measures of cognition, such as the Implicit Association Test (IAT). Attitudes can also be seen in the brain by using neuroimaging techniques. This research has found that our attitudes, like most of our social knowledge, are stored primarily in the prefrontal cortex but that the amygdala is important in emotional attitudes, particularly those associated with fear (Cunningham, Raye, & Johnson, 2004; Cunningham & Zelazo, 2007; van den Bos, McClure, Harris, Fiske, & Cohen, 2007). Attitudes can be activated extremely quickly—often within one-fifth of a second after we see an attitude object (Handy, Smilek, Geiger, Liu, & Schooler, 2010).