Ch 6 Attitudes Part 1 Oct 5 2011 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 Facial assessments Implicit Attitude 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
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