Introduction

Introduction

Social psychology is the branch of psychology that investigates how the behaviour of individuals is affected by others and the social environment. Every day, we form attitudes — ways of thinking about specific topics and people. Many of these social behaviours appear simple on the surface, but explaining the processes that lie behind them is a complex matter.

This chapter introduces the basic ideas related to attitudes, as explained by social psychologists. It covers what attitudes are, how they are formed, and how they can be changed.

Explaining Social Behaviour

Social behaviour is not random. It is influenced by the presence, actions, or mere existence of other people. When we try to understand why someone acts the way they do in a social setting, we are engaging in social cognition — the process of thinking about and making sense of ourselves and others.

The chapter will describe the basic ideas related to attitudes, as explained by social psychologists. It will also explore the relationship between attitudes and behaviour, the nature of prejudice and discrimination, and strategies for handling prejudice.

Nature and Components of Attitudes

An attitude is a relatively enduring organisation of beliefs, feelings, and behavioural tendencies towards socially significant objects, groups, events, or symbols. Attitudes are not born; they are learned through experience and interaction with the world.

A ‘Green Environment’: The A-B-C Components of an Attitude (Box 6.1)

To understand the three components clearly, consider the example of a person who holds a positive attitude towards a green or clean environment.

• Affective component (feelings): This person feels happy and satisfied when they see a clean park or a tree-lined street. They may feel angry or sad when they see litter or pollution.
• Behavioural component (action tendencies): This person tends to act in ways that protect the environment. They might recycle waste, avoid using plastic bags, plant trees, or join a cleanliness drive.
• Cognitive component (beliefs): This person believes that a clean environment is essential for good health, that pollution harms living beings, and that every individual has a responsibility to keep their surroundings clean.

All three components together form the complete attitude. A change in any one component can lead to a change in the overall attitude.

Attitude Formation and Change

Attitude Formation

Attitudes are formed through several processes. They are not present at birth but develop over time as we interact with people, groups, and situations. The chapter will explore how attitudes are acquired and what factors influence their development.

Attitude Change

Once formed, attitudes are not necessarily permanent. They can be changed through various methods, including persuasion, experience, and cognitive dissonance. One classic demonstration of how attitudes change is described in the box titled "Telling a Lie for Twenty Dollars" (Box 6.2), which illustrates the theory of cognitive dissonance.

Attitude-Behaviour Relationship

A key question in social psychology is whether attitudes actually predict behaviour. The relationship between what people say they believe and what they actually do is not always straightforward. The chapter will examine this relationship and the conditions under which attitudes are more likely to guide behaviour.

Prejudice and Discrimination

Prejudice refers to a negative attitude towards members of a group, based solely on their membership in that group. Discrimination is the behavioural expression of prejudice — the unfair treatment of people because of their group membership. The chapter will discuss the nature of prejudice and strategies for handling it.

Strategies for Handling Prejudice

The chapter concludes with practical strategies that can be used to reduce prejudice and discrimination. These include increasing contact between groups, promoting cooperation on shared goals, and challenging stereotypes through education and awareness.