Slide 1Slide 2Attitude AssessmentSlide 4Role PlayingSlide 6PersuasionSlide 8Slide 9Ch 6: AttitudesPart 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 TestsRole 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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