Ch 6 Attitudes Part 1 Feb 23 2012 Attitude defined 3 dimensions of attitudes Affect Behavior Cognition How can we assess attitudes Attitude Assessment The problem Our attitudes don t always match our behaviors LaPiere s early study of self reported prejudice observed discrimination results Fishbein Ajzen s research see Fig 6 4 1 Principle of Aggregation What is most effective 2 Level of Specificity Importance of level of measurement of attitudes behaviors Fishbein Ajzen s model cont Importance of social norms control What is the best predictor of a behavior Alternatives to self reports Covert measures Implicit Association Tests Role Playing Stanford Prison Experiment SPE as example Details of the study How participants were recruited How participants were assigned to guard or prisoner How participants were treated Situation authority differences and anonymity Differences in groups behaviors by Day 2 Guards Prisoners How why did the experiment end Main Results from the SPE 1 2 3 Persuasion Attempt to change an attitude 2 routes Central route Focus on argument How does it work Peripheral route Focus on emotion or other cues besides argument How does it work What determines which route we use 1 Source of the persuasion Importance of credibility 2 main dimensions Exceptions based on self interest Importance of likeability 2 main dimensions Effect of personal involvement What is the sleeper effect 2 The Message Primary vs recency effect which has more evidence Depends on timing of decision Fear based messages do they work Need to induce certain conditions
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