3.attitudes&behavior

3.attitudes&behavior - Psych 585: Psychology of...

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Psych 585: Psychology of Persuasion Attitude and Behavior Professor: Icek Aizen Office: Tobin 625 Email: aizen@psych.umass.edu Tel: 545.0509
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“… attitude is probably the most distinctive and indispensable concept in contemporary American social psychology. No other term appears more frequently in experimental and theoretical literature." “This … concept has been so widely adopted that it has virtually established itself as the keystone in the edifice of American social psychology.” Gordon W. Allport Centrality of the Attitude Construct
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Validation of Attitude Measures: Predictive Validity Primary criterion for validity of attitude measure: Predictive validity , i.e., prediction of actual behavior. Questions: Do standard attitude measures, such as Thurstone, Likert, or the semantic differential scales, predict behavior? Do implicit attitude measures predict behavior better than explicit measures?
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Attitudes vs. Actions (LaPiere, 1934) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Behavior Intention Accepting Chinese No Hesitant Yes
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Attitudes and Behavior toward Blacks (Himelstein & Moore, 1963) 0 10 20 30 40 50 60 70 80 90 White Black Confederate Race Percent Conformity Not prejudiced Prejudiced
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Racial Attitudes and Behavior (Bray, 1950) 3.0 3.5 4.0 4.5 5.0 5.5 6.0 Gentile Jew White Black Confederate Autokinetic Conformity Not prejudiced Prejudiced Attitude-Behavior Correlations Jew: r = -.15 (n.s.) Black: r = .11 (n.s.)
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Prejudice and Discrimination 0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 2 Whites 1 W / 1 B 2 Blacks Choice Composition Choice Proportion Not prejudiced Prejudiced
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Liking and Aggression – Learning Paradigm (Hendrick & Taylor, 1971) 0 0.5 1 1.5 2 2.5 3 3.5 4 Strong Weak Shock administered Shock received Liked O Disliked O
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Other Examples of Attitude-Behavior Relations Corey (1937) Attitude : Likert scale. Attitude toward cheating. Behavior : No. items changed on 5 true/false examinations.
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This note was uploaded on 03/23/2011 for the course PSY 505 taught by Professor M during the Spring '11 term at S. Connecticut.

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3.attitudes&behavior - Psych 585: Psychology of...

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