Attitude Formation And Stereotypes

Attitude Formation And Stereotypes ‘Stereotypes’, according to Hogg and Vaughan(2002:46), are impressions of people that are strongly influenced by widely shared assumptions of personality, behaviour and attitudes based on group membership for example, sex, race, ethnicity and nationality. These assumptions are a simplified evaluative image of someone or a social group and its members, mental representations influence impressions we form of a person or group and are seen as a social schema. As individuals stereotypes help us to deal with a large amount of social information we receive from a person or group of people. All this information helps us to simplify our social world to make it manageable, controllable and predictable. According to Pennington and McLoughlin (2008:184) Hogg and Vaughan (2002) have done many studies over the last 50 years and they summarise there research, the findings include; Stereotypes are quick to form and hard to change. Many stereotypes form in childhood and early teens. We show a tendency to rapidly stereotype others on the basis of a small number of traits and characteristics. Stereotypes are important as they influence impression formation, example when we first meet a person we assign them to a social group without finding any information out about them; from this we have formed a pre existing stereotype from our first impressions. Attitudes We cannot see or measure attitudes directly; the term attitude is used to represent a quite complex mental process. As individuals we continually seek to discover others attitudes, we tell others our views and try to change others opinions. According to Petty and Cacioppo (1986) say attitudes are a general evaluation we make about ourselves, others and issues, they go on to say ‘attitudes have a past, present and future; they were developed from past experience, they guide our current behaviour and can direct our development in the future’, (Pennington and McLoughlin, 2008:193). Through this defin ition it is thought attitudes strongly influence the way we behave. There are two different approaches to understanding attitudes; the structural approach and the functional approach. The structural approach (Katz 1960)- states that attitudes are an evaluation (positive or negative) of an attitude, i.e. It is expected for you to hold a positive attitude towards a close friend and you might hold a negative attitude towards a political issue, this approach is broken down into three components. (Pennington and McLoughlin 2008:193-194). Cognitive- our thoughts; Affective- our feelings and emotions; Behavioural- our behaviour The functional approach ties to understand and explains what the purpose of the attitude is for the individual; there are five different attitudes in this function. (Pennington and McLoughlin 2008:197). Adaptive function- helps achieve goal and avoids the undesirable. Self- expression- our opinion, attitudes and views. Ego- defensive function – protects self- esteem and promotes positive self image, Freudian theory. Knowledge function- helps with structure and organisation. Social adjustment function- helps manage social situation. Central traits – are pieces of information we latch onto whilst forming first impressions, these have disproportional influences over our final impressions. Primacy effect – information presented first has the strongest influence on impressions formed.