The Psychological Foundation of Public Opinion
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1 1 The Psychological Foundation of Public Opinion Min Shu GSICCS, Waseda University
2 2 Outline of the Lecture Psychological perspectives on public opinion Beliefs, values, attitudes and opinions Behaviorist theories of opinion formation Cognitive processing Consistency and judgmental theories Motivation theories Emotion and attitudes A brief summary
3 3 Psychological perspectives on public opinion Opinion formation and attitude change usually involve complex psychological factors Psychology studies the origin, behavior, function and structure of mental processes Behavioral, cognitive and social psychology Analytical approaches: cultural, experimental, evolutionary, etc. Application: education, sports, consumer, military, etc. Psychological perspectives draw attention to different mental processes in public opinion research
4 4 Beliefs, values, attitudes and opinions Beliefs: cognitive components that make up our understandings of objects or actions Values: normative principles that guide our understandings of a preferred status of the world Terminal values and instrumental values Attitudes: general and enduring positive or negative feelings about some person, object or issue Components: cognitions, affect, and behavior Opinions: attitudes that are expressed through words and actions
5 5 Behaviorist theories of opinion formation Behaviorism in psychology focuses on observable behavior and its underlying mental process Classical conditioning A stimulus-response perspective Focusing on the psychological links among conditioned stimulus (CS), unconditioned stimulus (UCS), and unconditional response (UCR) Socialization of individual opinion Prejudice
6 6 Behaviorist theories of opinion formation Operant conditioning Certain attitudes may yield (social) rewards; others may result in (social) punishment Social reinforcement Verbal rewards, material rewards, etc. Cognitively mediated social influence Behaviorism may overemphasize acting without thinking and the automatic response to stimulus
7 7 Cognitive processing Cognitive processing models and cognitive response models Cognitive responses (i.e., ongoing cognitive activity interacts with incoming information) mediate the effect of persuasive messages, determining both the direction and extent of attitude change Elaboration likelihood model (ELM) Elaboration refers to the extent to which a person thinks about the issue-relevant augments contained in a message Active (counter-)argumentation vs. unthinking acceptance/rejection Mental heuristics: low information rationality
8 8 Consistency and judgmental theories Assumption: existing attitudes form a frame of reference, or a basis of comparison, for new ideas Focusing on the interconnection of different attitudes Consistency theories: consistent, dissonant or irrelevant Balance theory: balance among the triad relationships Congruity theory: quantifying graduations of liking; potential connections between different attitudes Cognitive dissonance theory: inconsistency between two cognitions may lead to a uncomfortable psychological state, something that people want to avoid or change
9 9 Consistency and judgmental theories Judgment theories Adaptation level theory Psychological neutral point Emphasizing the adaptive reaction to physical and social stimuli Social judgment theory Latitude of acceptance, rejection and non-commitment Pre-existing attitudes distorts the perceptions of others positions
10 10 Motivation theories Assumption Attitudes serve various psychological needs and have diverse motivational bases Self-image also affects our attitudes Functional theories Functional theory of attitudes (Katz) Ego-defensive function Value-expressive function Knowledge function Utilitarian function
11 11 Motivation theories RAS model of opinion formation (Zaller) Four stages of information processing Message production attentive reception cognition and comprehension acceptance or rejection Predisposition matters Sampling accessible information and intuitive judgment Impression management theory The primary goal is to attain social approval and convey positive and consistent public image Difference between public and private attitudes
12 12 Emotions and attitudes Assumption: mood and emotions mediate attitude change and opinion formation Cognitive approaches Relationship between thinking and feeling Affect and cognition: separate or integral systems Social approaches Social emotions: embarrassment, pride and shame The presence and attention of others
13 13 A brief summary Psychological explanations draw special attention to the mental basis of opinion formation and attitude change Behaviorist explanations highlight the stimulus-response process Cognitive, consistency and judgment theories examine the internal processing of information Motivation and emotion theories emphasize the social context of mental process
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