14.Slides - Chapter5: Chapter5: Attitudesand Persuasion...

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Chapter 5:         Chapter 5:         Attitudes and  Attitudes and  Persuasion Persuasion
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Beliefs vs. Attitudes Beliefs vs. Attitudes Belief – a conviction that something is  true Attitude – a positive or negative  evaluation of something Attitude object 
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Unobtrusive measures of attitudes Unobtrusive measures of attitudes When you don’t know that attitudes are  being measured How people behave  toward attitude  objects Advantages – no social desirability bias Disadvantages – more difficult and time- consuming to measure
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Direct measures of attitudes Direct measures of attitudes Likert scales: I think capital punishment is good. I think Michael Bolton is a good singer.      -2           -1      0     1           2           Strongly               Strongly     Disagree                Agree
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    Direct Measures of Attitudes Direct Measures of Attitudes Semantic differential scales:     Capital punishment is:    Good ____  ____  ____  ____  ____  ____  Bad    Fair   ____  ____  ____  ____  ____  ____  Unfair    Cruel ____  ____  ____  ____  ____  ____  Not cruel
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Guttman scale Guttman scale Scale progresses from items easiest to accept to items more difficult to endorse Example: Check each statement that you agree with:
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14.Slides - Chapter5: Chapter5: Attitudesand Persuasion...

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