l5 - Attitudes ATP Social 5: Attitudes Lecture contents...

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ATP Social 5: Attitudes Attitudes
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ATP Social 5: Attitudes Lecture contents Definitions and conceptualisations of attitudes. Self-report measures. The Theory of Planned Behaviour. The Elaboration Likelihood Model of persuasion. Cognitive dissonance and self-persuasion.
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ATP Social 5: Attitudes What is an attitude? ...a positive, negative, or mixed reaction to a person, object, or idea. Brehm et al. (2002, p. 179) ...a psychological tendency that is expressed by evaluating a particular entity with some degree of favour or disfavour. Eagly & Chaiken (1993, p. 1)
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ATP Social 5: Attitudes Affect and Attitudes Single-component conceptualisations of attitudes equate them with dispositional affective responses. Tricomponent conceptualisations of attitudes employ the ABC model of attitudes: A ffect, plus B ehavioural tendency, plus C ognitions about likely consequences of behaviour.
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ATP Social 5: Attitudes Self-report attitude measures Pros and cons direct and straightforward (+) lends itself to (cheap) mass testing (+) attitudes not always salient or accessible (-) may simplify complex representations (+/-) reports easily affected by many extraneous factors (-) Improving self-report measures Learning from research! Using the bogus pipeline procedure. Using attitude scales .
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Self-report measures: Attitude scales Use a series of questions to ask about the same ‘construct’. Lessens some of the above problems but does not avoid all problems. Likert (or ‘Likert-like’) scales are the most commonly used. Bipolar, ordinal response options anchored by ‘opposites’
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l5 - Attitudes ATP Social 5: Attitudes Lecture contents...

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