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Attityud va xulq-atvor.
Ijtimoiy psixologiyaning asosiy tushunchalardan “attityud” hisoblanadi. Attityud- inson tomonidan ijtimoiy ob’yekt, inson yoki vaziyatning qimmatini, mazmun-moxiyatini, manosini his qilish. Agar biron kishi xaqida yomon deb qabul qilsak, unga nisbatan yomon munosabatda bo’lishimiz mumkin.
Insonlarda fikirlash obrizlarini ijobiy tarafga yo’naltiring, ularning xulq-atvori ko’ring. (Stiv Biko janubiyafrikalik fuqarolarhuquqini ximoyachisi)
1935- yilda G.Ollport “ attityud tushunchasi, hozirgi zamon ijtimoiy psixologiyaning eng zarur va xarakterli tushunchasidur” deb takidlagan. G’arb va AQSH olimlari attityudni- shaxsning guruh a’zosi sifatidagi xulq-atvori mexanizimlarini o’rganuvchi ob’yekt sifatida qaraganlar. Demak psixologiyada “attityud” tushunchasi “ individning ijtimoiy maqsad va mohiyatiga nisbatan psixologik tayyorgarligi sifatida yoki ayrim ijtimoiy sifatlarni anglashga nisbatan nomoyon bo’luvchi individning ongli holati” sifatida talqin qilingan. G.Ollport attityudga shaxsning harakatlarga tayorgarlik jarayoni sifatida qarab, u xulq-atvorni keltirib chiqruvchi yakunlangan manba ekanlini e’tirof etadi va bunday ta’rif, ijtimoiy psixologiyada shaxsning o’rganish uchun juda muximdur. Xuddi shunday mulohazani. E. Bogardusning “ Attiytud – bu atrof-muhitdagi ayrim omillariga mos yoki qarama-qarshi harakat qilish an’anasidur”, degan fikir bilan izohlash mumkin.
1942-yilda M.Smit attityudning uch komponentli srtukturasini ishlab chiqan. Bunga ko’ra attityudda uchta qisim bo’lib, bular kognitiv, affektiv, konativ qisimlaridir.
Kognitiv qisim- shaxsdagi attityud obyektiga nisbatan bilimlar yig’indisi bo’lib, shu obyektning shaxs tomonidan anglasgidur. Unga shaxsdagibilimlardan tashqari g’oyalar, prinsiolar, tasavvurlar kiradi.
Affektiv qismi ( emotsional) o’sha obeytni hissiy-ematsional boholash bo’lib, obeyktga nisbatan yoqtirish yoki yoqtirmaslik tarzdagi hissiyotlar kiradi.
Konativ qisim- xulq-atvor bilan bog’liq qism bo’lib, unga obeyktga nisbatan amalga oshiriladigan xatti-harakatlar, aynan xulq-atvor ko’rinishlari kiradi.Xulq-atvor bajarishga nisbatan patensiyalni ya’ni kuchini bildiradi.
Bizning attityudlarimiz (ustanovkalarimiz) bizning xulq-atvorimizga ta’sir qiladi.Insonlar himoya qilgan narsalariga ishonadilar.Psixologiyada attityudning ikkita asossiy fenomeni mavjud.
“Eshikka qaratilgan oyoq” fenomeni
Insonlarni katta narsaga ishontirmoqchi bo’lsang, kichigidan boshla va asta sekin ko’paytir. (Robert Chaldini 1993yil).
Bu fenomen sekin astalik bilan iltimoslarni ko’paytirish metodi deb ham ataladi. Bu fenomen 1966 yili D.Fridmanom va S.Freyzerom tadqiqoti asoshisoblanadi. Ular reklama agentligi xodimi sifatida Kaliforniyaliklarga “Yo’l harakati hafsizligi oyi” uchun uylarini darvozasi oldiga “ rulda extiyot bo’ling” shiori yozilgan katta stend osishni so’radilar. Ulardan 17% rozi bo’lishgan. Tadqiqotni davom etirib boshqa uy egalardan 10 sm kattalikdagi stend osishni so’radilar. Ularning barchasi rozi bo’lishgan. Ikki hafta o’tgandan so’ng 10sm kattalikda stend osishga rozi bo’lgan uy egalariga katta stend osishni so’rashti, ulardan 76% rozi bo’lishgan.
Atyutudlarimiz bizning ham yaxshi, ham yomon hatti-xarakatlarimiz hisoblanadi. “Eshika qaratilgan oyoq ” taktikasi hayriya ishlarida ishtirok etishga, donirlar uchun qon berishga va kambag’allarga yordam berishga insonlarni ko’ndirishga yordam beradi.3[3]
The point is simple: To get people to agree to something big, "start small • and build," said Robert Cialdini (1993). Knowing this, you can be wary of those who would exploit you with the tactic. This chicken-and-egg spiral, of actions-feeding-attitudes-feeding-actions, enables behavior to escalate. A trivial act makes the next act easier. Succumb to a temptation and you will find the next temptation harder to resist.
Fortunately, the attitudes-follow-behavior principle works as well for good deeds as for bad. The foot-in-the-door tactic has helped boost charitable contributions, blood donations, and product sales. In one experiment, researchers posing as safe-driving volunteers asked Californians to permit the installation of a large, poorly lettered "Drive Carefully" sign in their front yards. Only 17 percent consented. They approached other home owners with a small request first: Would they display a 3-inch- high "Be a Safe Driver" sign? Nearly all readily agreed. When reapproached two weeks later to allow the large, ugly sign in their front yards, 76 percent consented (Freed- man & Fraser, 1966). To secure a big commitment, it often pays to put your foot in the door: Start small and build.
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