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Psychologists have found that there occasions they were refused service by one would be consistency between attitudes of the hotels. Sometime later, LaPiere sent and behaviour when : out questionnaires to managers of hotels • the attitude is strong, and occupies a and tourist homes in the same areas where central place in the attitude system, the Chinese couple had travelled, asking • the person is aware of her/his them if they would give accommodation to Chinese guests. A very large percentage said attitude, • there is very little or no external that they would not do so. This response pressure for the person to behave in a showed a negative attitude towards the Chinese, which was inconsistent with the particular way. For example, when positive behaviour that was actually shown there is no group pressure to follow a particular norm, towards the travelling Chinese couple. • the person’s behaviour is not being Thus, attitudes may not always predict actual pattern of one’s behaviour. watched or evaluated by others, and Sometimes it is behaviour that decides • the person thinks that the behaviour would have a positive consequence, and the attitude. In the experiment by Festinger and Carlsmith (see Box 6.2), therefore, intends to engage in that students who got only one dollar for telling behaviour. others that the experiment was interesting, discovered that they liked the experiment. Cut out an advertisement from a That is, on the basis of their behaviour Activity newspaper or magazine, that (telling others that the experiment was 6.1 contains something special and interesting, for only a small amount of catches your attention. Write down the following details about that money), they concluded that their attitude advertisement, and present it to yourowards the experiment was positive (“I would not have told a lie for this small class. amount of money, which means that the • The topic of the advertisement (for example, whether the experiment was actually interesting”). advertisement is about a consumer product, some food, a PREJUDICE AND D ISCRIMINATION company, a health matter, a national theme, etc.). Prejudices are examples of attitudes • Good and bad consequences of towards a particular group. They are the advertisement. • Whether it contains an emotional usually negative, and in many cases, may appeal or a rational appeal. be based on stereotypes (the cognitive • Whether it contains a popular component) about the specific group. As will figure : an expert source, or a well-liked person. be discussed below in the section on social cognition, a stereotype is a cluster of ideas regarding the characteristics of a specific group. All members belonging to this In the days when Americans were said to be prejudiced against the Chinese, group are assumed to possess these characteristics. Often, stereotypes consist Richard LaPiere, an American social of undesirable characteristics about the psychologist, conducted the following target group, and they lead to negative study. He asked a Chinese couple to travel across the United States, and stay in attitudes or prejudices towards members of specific groups. The cognitive different hotels. Only once during these component of prejudice is frequently 115 Chapter 6 • Attitude and Social Cognition Reprint 2026-27