10/17/2015

MrunalEthics:AttitudeChange,Persuasion,Prejudice,Discrimination

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[Ethics]E2/P3:Attitudeformation&BehaviorChange,Persuasion,Prejudice,
Discrimination,Stereotyping
PostedByMrunalOn03/10/2015@8:30pmInEthics|15Comments
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E2/P3:VideoLecturebyKavanLimbasiya(AIR198/CSE2014)
Attitude:Formation
WhystudywithAttitude?
Behaviorprediction
1. Social/Externalpressure
2. Accessibility
3. Strength
Behaviorspecificattitude
Prejudicevsdiscrimination
Implicitandexplicateprejudice
ImportanceofAttitudechange
Cognitivedissonance
Persuasion
1. #1:Source
2. #2:Message
3. #3:Target

E2/P3:VideoLecturebyKavanLimbasiya(AIR198/CSE2014)
Inthepreviouspart(E2/P2)welearnedaboutmoralandpoliticalattitudesandroleofsocialmediaintheirdevelopment.Moving
on

YoutubeLink:https://youtu.be/eBWF2QkPSkE
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MrunalEthics:AttitudeChange,Persuasion,Prejudice,Discrimination

Attitude:Formation
Attitudeisformedbystimuliitcanbeinternalorexternal.Followingarethe3prominenttheoriesaboutAttitudeformation:

Pavloviancondition
(Classical)

IgorPavlovwouldstruckabellwhenthedogswerefed.
Dogslearnttoassociatethesoundofthebellwithfood.Afterawhile,atthemeresoundofthe
bell,theyrespondedbydrooling.

Instrumental/
operantconditioning

Ifyourbehaviorleadstopositiveoutcome,Itllbestrengthened
Ifyourbehaviorleadstonegativeoutcome,itllbesuppressed.
e.g.ifyoufindawrongdoinginotherbranchofyouroffice,reportittoyoursupervisor,buthe
ordersyoutomindyourownbusiness,thennexttimeyoullignoreit.

Observational
learning

Byseeinghowotherpeoplegetpunishment/reward,youchangeyourbehavior.
e.g.ifyoursubordinateisgettingrewardbyspeakingfakepraisesofBoss,youllfeelinclinedto
dothesame.

WhystudywithAttitude?
Ifapersonbelievessomething,hellbehaveaccordingly.
Butthereislongdistancebetweenbeliefandbehavior.
Recallbeliefispartofattitude(cognitivecomponent).
Attitudeisincloseproximitytobehavior.Soifwecanchangeattitude,wecanchangebehavior=>behavior
change=>nation/societychanged.HOW?
Considerfollowingexampleofmyattitudetowardssnakes:
Snakeispoisonous
Cognitivecomponent
Irunawayifthereisasnake Behavioralcomponent
Ifanexpertshowsasnakeandsaysitisnonpoisonous.Thenyourcognitivecomponentisaltered.
Youllnotrunaway,maybeyoullwalkawaybutwontrunaway.(behavior,changed).
Atthesametime,itdoesntmeanyoullgrabthesnakeinyourarmsandstarttofondleitbutstillbehaviorischanged.

Behaviorprediction
Twomodelsforpredictingbehavior.
1. Modemodel
2. Theoryofreasonedaction.
Theyremoretechnicalthanpractical,soConsideryourhomework/selfstudyonlyifinterested.Illonlycoverthegist:

Social/Externalpressure
ThroughanexperimentinUSAduringtheheydaysofracialdiscrimination.
Hotels,restaurantownersweresentletterifChinesecouplecoming,willyoureceivethem?
Mostownersrepliedno.(=Racialprejudice)However,whenaChinesecouplewassenttothosehotels,majorityofthe
ownerreceivedthemwell.Ownersfearednegativemedialimelight.
Sameway,ifyourehealthconscious,youllavoidjunkfoodathomebutmaybeatfriendsprivatepartyyoulleatjunk
foodorevendrinkdesiliquor,becauseofpeerpressure.
NonCooperationmovement:manydidnotparticipate.Sootherssimplybegansocialoutcastinge.g.refusingtoclean
theirlaundry,servethemgroceryintheshopandsoon.Thentheyllalso
Bottomline:Relationbetweenattitudeandbehaviorisnotstraightforward.socialinfluence/peerpressurematters.

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Accessibility
Weallhavedislikeforsalesmanandtelecallers.Iftheycallyou,youllputdownthephonewithoutthinkingof
consequences.
Whenyouredisinclinedtothink(youreinlowcognitivemode),andaccessibilityisveryhigh(youreimmediately
puttingdownthephone).
Behaviorpredictionpossible?Yes,inallsuchcasesyoullputdownthephoneiflowcognitiveandhighaccessibility.But
inreversecase,difficult.

Strength
Aswelearnedstrongattitudehelpspredictingbehavioreasilythenweakattitude.
Evenifpeopleareinminoritybuttheyveestrongattitudetowardsacause,theymayforcetheirwilluponothers.
Considersomelabourreformthatwillhelp90%oftheworkersinunorganizedsector.
ButstillGovernmentmaynotimplementIt,fearingthatlabourunions(fromorganizedsector),willbeginstrikes.(doing
strikeisbehavioralcomponent).

Behaviorspecificattitude
Considerthisstudy:
DoyoulikeChurch?Ans.Yes
Butfromabovequestionandanswer,itsdifficulttopredictwhethertherespondentgoestoChurchmasseverySunday.
So,letsaskhimaspecificquestionDoyoulikegoingtoMasseverySunday?Ifhesaysyes,theneasytopredicthe
likesChurch,hemaybedoingcharitytothepoor,hedbeavoidingsevencardinalsinsandsoon.
Thus,eventisonlyone(goinginSundayMass),buthelpspredictingmanythings.

Prejudicevsdiscrimination

Stereotypes

Jainsaretraders
Gujaratisarebusinessminded
Tamilsareproficientinmaths.
Punjabisarealcoholicpartylovers.
Andsoon.

Prejudice

ItsyourAttitude.
Prejudiceisformedbynegativestereotyping.
E.g.alltheNigeriansinGoaaredrugdealers.

Discrimination

Ifthatprejudiceisguidingyourbehavior.
E.g.refusingtogiveNOCtoaNigerianpersonrentahouseinyourcooperativesociety.

Considerfollowingexperiment:
Studentsweredividedintotwogroups(1)wearingyellowshoes(2)wearingredshoes.
Thereisnodifferenceinthem,exceptshoescolor.
Subsequently,redshoegroupstudentsbeganbadmouthingaboutyellowshoegroupse.g.thosestudentsare
lazy/notorious/bullyandsoon.Andviceversa.
So,thisismygroupsoeverythingisjustified(ingroup),andsinceheisinothergroup,everythingiswronginwithhim
(outgroup).
Humansarenotdifferent.race,religion,regionsetc.justlikeredshoesvs.yellowshoes.

Implicitandexplicateprejudice
Explicit
prejudice

Example:Untouchability

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Associetydevelops,theexplicitprejudicebegintodecline.
Example,inUSA,whenablackmanmeetsawhiteman,thewhitemanwillnotshowexplicitprejudice
butsomenegativethingsmaybereflectedinhisfacialexpression,bodylanguageetc.Evenhimselfmay
notbeawareofit.
Sameway,inurbanIndia,whilethereisnountouchability,youllfinditduringrentingofrooms,selling
ofpropertyetc.

Implicit
prejudice

In2009,BollywoodActorEmaraanHashmisaidhewantedtobuyahouseintheposhPaliHillbutthehousingsociety
refusedtogivehimtheNOCbecauseheisamuslim.
AlthoughSocietyadministratorsclaimtheydidnotgivehimNOCbecausehisserialkisserimagewillbeabadinfluence
ontheteenagersofthesociety.
ForEithercaseMr.Hashmiisfacingprejudice(A)becauseofhisreligionOR(B)becauseofhisonscreenimage.

ImportanceofAttitudechange
Advertisement
Mass
campaign
IEC

Usingads,youchangeattitudeofapersontomakehimlike/buyyourproduct.
Togetjuntaasupport,youvetochangetheirattitude.e.g.Modi=GujaratAttackagainstModi=attack
againstGujarat.
Informationeducationcommunication:forpublicawareness.AsExplainedbelow

FromAdministrativepointofview,theburningissueisdespitealltheschemesandpolicies,howtochangeattitudeofthe
people?
InBangladeshopendefectionisveryless.Theybuiltpitlatrinethatssaferthanopendefecationandcheaperthan
conventionaltoilet.
ButinIndia,manyvillagershavebikes,TVsandmobilesbutnottoiletsathomeandtheydontfeelguiltyaboutit.
EvenifGovernmentbuildstoiletforindividualhouseinthevillage,thefamilymayuseitasstoreroom.
So,basicissueistheirattitudetowardscleanlinessordignityofwomen.
Pouringmoneycanthelp.HenceSwatchBharatAbhiyanhasenrolledcelebritiestochangetoinfluencepeople.
NationalHealthpolicyhasacomponent:Destigmatizationofmentaldisorder.Otherwisenoamountofmoneycanhelp
rehabilitateacuredmentalpatient=attitudechangerequired.
NationalSkillpolicypersonwilldopostgraduationandremainunemployedbutmaynotlearnweldingtoearnmoney,
becauseforhisattitudeis:education=graduationandallothertradesareinferior.So,unlesswechangethatattitude,heis
lesslikelytoenrollforanyskillDevelopmentprogram.
Therefore,Informationeducationcommunication(IEC)componentsmustbeincludedinallGovernmentschemesand
policiesforchangingattitudeofpeople.
Dr.AmartyaSentalksaboutprovision
Private
provision

Governmentgivingmedicalinsurancetopeople.theyrefreetouseanysarkari/privatehospital.

Public
provision

healthcareinsarkarihospital.
Dr.ArmatyaSensaysattitudechangemustbeinculcatedifGovernmentwishestooptpublic
provisionroute.
Becauseweareasociallybackwardcountry.Manyfeudalstructuresstillrunning.

Considerfollowing
MidDaymeal
Cookmaybeofanycaste,yetchildwillhavetoeat.
Studentsfromallcasteandreligionwillsittogetherand
eat.
Thus,Achilddevelopstolerant/inclusiveattitude
towardsothercastesandreligions.

Immunization
UnsuccessfulinPakistanbecausepeoplesattitude
towardsimmunizationisnegative.
TheythinkitsagainstIslam,orAmericanpolicyto
makePakistanisinfertile.

ThusAttitudechangeimportantforcivilservant,becauseheisaleader,heisapolicymakerinthesociety.
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Cognitivedissonance
AmericanisoneofthelargestGHGemittersintheworld.Theirindustrialists/academiciansareinclimatedenialthat
globalwarming/climatechange/environmentalproblemsarefictionaltheories.
Theyreadoptingthisideologytopreventcognitivedissonance.
Selfperception:Juvenilewillnotbesenttojailbuttorehabilitationhome,andorderedtodosocialserviceinoldage
house.Impact?Hellfeelgoodabouthimself.WeattackedhisBcomponent,hisAandCwillchangeautomatically.
(rememberCABmodelfromE2/P1).
AttitudeChangetheories
Dissonance Byplantinganideathatchallengesthecontrastinyourbeliefse.g.taxevasionissameascorruption.Sotax
theory
evaderwilleithertrytojustifyhisactionorchangehistaxevasionbehavior.
Learning
Byactivelypersuadingothers.
theory
Elaborationlikelihoodmodel.Ifyouresleepy/justwokenupthenyourcognitivecapacityisverylow.Your
elaborationwillbelow,
butifyouredoingmathsyourelaborationlevelwillbehigh.
Sodependingonyourplaceintheelaborationspectrum,yourpersuasioncapacitywillchange.
Advertisementworksonpeopleinlowcognitivecapacitymode.Butitdoesnthavelonglastingeffect,so
todayyouboughtonebrandmobile,aftersixmonths,anotherbrand.
Ingovernance,peoplehavetobeconvincedduringtheirhighcognitivemode,forlonglastingimpact.

ELM

Persuasion
Itisthecommunicationintendedtomakeotherpersonbelieveordosomething.Thesuccessofpersuasiondependsonthree
factors:(1)source(2)message(3)target.

#1:Source
Trustworthiness:Afterterroristattack,religiousleadersaskdevoteestomaintainpeace.Becausepeoplemorelikelyto
followgurusorder,thancollectorsorderduringsuchcrisis.
Similarlyforincreasingvotersturnoutorincreasingcleanlinessyoullhavetoropeincelebrities,spiritualleadersetc.
Becauseifmunicipalcommissionersayskeepthecityclean,verylesswillfollow.(HenceModisideaofnominating9
peopleforSwatchBharat).
Perceivedexpertise:Intoothpastecommercial,itisalwaysapersonwearingwhiteapron,pretendingtobeadentistand
sayingThistoothpasteis,Indiandentalassociationdwaaraapramaanit!
DoctortellsObesepersonyoushouldstopeatingriceandyourweightwillreduceby15kgsinamonth,thenobese
personmorelikelytofollowit,thansameadvicebyhisneighbor.
Ifyourelaborationlevelisveryhigh/yourcognitivecapacityisveryhigh,thenyoullquestioneachandeverypointeven
ifpropoundedbyanexpert.e.g.ifyoureonanoperationtable,youshouldntaskthesurgeonwhetherhesterilizedthe
scalpel!

#2:Message
Messageshouldbesimplecomparedtothecapacityoftheaudience.
GadarMovement:TheysimplifiedtheDrainofwealththeoryintheirpamphletsandnewspaper.
CatchySlogansrequired:KutchnahidekhaatohkuchhnahidekhaatopromoteGujarattourism.
Footinthedoor:ifyouwantabigfavor,askforasmallfavourfirst.E.g.toborrowlaptopfromafriend,firstborrowhis
bookandreturnitunharmedtowinhistrustandconfidence.

#3:Target
Ego
defense
Neutral
attitude

Neverchallengetheegooftargete.g.showingGod/Godessportraitinjewelryad=good,butinshoead=your
persuasionwillfail,audiencewillnotbuyyourproduct.
Voterturnoutislow:Peoplearenothatingdemocracy.Theyreneutralaboutvotingtheyarelazy,wantto
enjoypublicholiday,believetheirvotewontmakeanydifferenceintheoutcome.ECwillhavetoorganizethe
hoardingsandstreetplaysaccordinglytoconnectwiththeyouth,toconnectwiththeruralmasses.

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Negative
attitude

MrunalEthics:AttitudeChange,Persuasion,Prejudice,Discrimination

Aftercommunalriots,thesocietyispolarized,youcantchangemoodbyputtinghoarding.
Youllhavetoplacecognitivedissonance:Lossoflife/propertyonbothsidesvs.takingrevenge
AnneFrankesDiary,NaziWarmemorial:EvenaproNaziwillfeeldissonanceandseehowprecious
eachhumanlifeis.

Self
Askastudenttoexplaintotheclass,whyissmokingbadforhealth.Thenduringadultlife,thatpersonwill
persuasion resistsmokingevenunderpeerpressure.
Persuasioninperipheralroute:whenyoubuybiscuit,sincetheyrecheap,youwontdomarketresearch.Justgoand
buy.
Persuasionincentralroute:whilebuyinghome,computerorcaryoulldoanalysisofvariousproducts,persuasionwill
bedifficultforsalesman.Butonceconvincedyoullgoaheadandbuy.
So,ifyourattitudetowardsdemocracyischangedincentralroute,thenitllhavelonglastingimpact.Youvetodesign
messageaccordingly.Convincepeoplethatmessageisrelevanttotheme.g.prodevelopment,anticorruptionideology.
Nowadays,thosearethebuzzwordsandevenerstwhilecasteistandcommunalpartiesareforcedtotoethatlinetomake
peoplevoteforthem.
Inthenextpart(E2/P4),weshalllookatthecasestudiesandmockquestionsrelatedtoAttitude.
VisitMrunal.org/EthicsformorestudymaterialonEthics.
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