mc 3018 attitude

Mc 3018 attitude - What is an attitude Defining Attitude The most widely used[intervening variable concept in mass communication and social science

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
What is an attitude?
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Defining “Attitude” The most widely used [intervening] variable concept in mass communication and social science research: Independent Variable Intervening Variable Dependent Variable Appeals beliefs, attitudes behavior Presumed to lead to behavior
Background image of page 2
Defining “Attitude” Recognize that we all hold attitudes toward various “objects” (policy, practice, category of people, etc.). An attitude is a configuration of related beliefs: Belief : A statement a person holds to be true
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Defining “Attitude” Two types of beliefs: 1. Factual beliefs : New York is a big city. 2. Evaluative or affective beliefs : New York is a beautiful city. a continuum, or range of positive and negative values and beliefs |-------------------------------------------| - +
Background image of page 4
Defining “Attitude” Thus, an attitude is a configuration of related evaluative or affective beliefs: A set of related affective beliefs A range of related affective beliefs
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Function of Attitudes 1. Provide extreme efficiency in decision- making and action 2. Attitudes are enduring – we use them over and over again.
Background image of page 6
Definition of an Attitude: A relatively enduring organization of affective beliefs about some broad object (policy, category, situation, person, etc.) that increases the probability that an individual will respond to that object in a manner consistent with these beliefs.
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
A “cafeteria” of evaluative belief statements that people can agree or disagree with: |------------------------------------------------------------------------| - S1 S2 S3 S4 S5 S6 . . . Sn
Background image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 10/19/2011 for the course MC 3018 taught by Professor Jeong during the Spring '08 term at LSU.

Page1 / 31

Mc 3018 attitude - What is an attitude Defining Attitude The most widely used[intervening variable concept in mass communication and social science

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online