Slide 1Slide 2Attitude AssessmentSlide 4Role PlayingSlide 6Ch 6: AttitudesPart 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 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
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