review attitudes

review attitudes - What is an attitude Defining...

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon

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

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: What is an attitude? Defining “Attitude” The most widely used [intervening] concept in mass communication and social science research: Independent Variable Intervening Variable Dependent Variable Appeals beliefs, attitudes behavior Presumed to lead to behavior 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 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 |-------------------------------------------|- + 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 The Three-Component Model of Attitudes Affective Component: Feelings toward the attitude object Cognitive Component: Beliefs about the attitude object Behavioral Component: Behaviors or intended behaviors toward the attitude object The Function of Attitudes 1. Provide extreme efficiency in decision- making and action. 2. Attitudes are enduring – we use them over and over again. 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. Attitude Scales A “cafeteria” of evaluative belief statements that people can agree or disagree with: |------------------------------------------------------------------------|...
View Full Document

Page1 / 38

review attitudes - What is an attitude Defining...

This preview shows document pages 1 - 10. Sign up to view the full document.

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