IX. Social II: Social Perceptions & Attitudes

A. Current Major Approach: Social Perception

1. Social Perception via Social Schemas

a. Schemas: Complex Organized Knowledge Packets

i. Function 1: Categorization

ii. Function 2: Inferences/Predictions

b. Costs & Benefits

i. Advantages: Quick Classification; Preparation to React

ii. Disadvantage 1: Stereotyping (& Prejudice)

iii. Disadvantage 2: Self-Fulfilling Prophecy

iv. Disadvantage 3: False Memories

2. Perceiving Personality

a. Personality: organizations (schemas) of traits

b. Asch: Central & Peripheral Traits

c. Providing Relevant Info: The Primacy Effect

d. Spurious Trait Correlations: +/- Halo Effects

e. Group Dynamics

B. Social Perception & Attitudes

1. Definition of an Attitude

a. Emotional Component

b. Orientation towards an Object

2. Social Schemas: Consistency of Attitudes &

Behavior

3. Cost of Inconsistency: Impetus for Change

C. Two Theories of Change & Inconsistency

1. Heider: Balance Theory

a. Freedman & Fraser “Auto Safety” Study

b. Spiro: Reconstructive Memory Study

c. Asch

2. Festinger: Cognitive Dissonance

a. Festinger’s Original Study

b. The Stockholm Syndrome

c. Cults & Social Reference Effects

3. McGuire: Inoculation Against Change

D. Prejudice & The Authoritarian Personality