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UA COMM 318 - ATTITUDES
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COMM 318 Lecture 2Outline of Last Lecture I. Persuasion Introduction-Basic Concepts and Processes Outline of Current Lecture II. Why Attitudes?III. What are the Sources of Attitudes?IV. The Attitude-Behavior ControversyCurrent LectureATTITUDES & THE ATTITUDE-BEHAVIOR CONTROVERSYI. Why Attitudes?A. Allport (1935) called attitudes the most important concept in the field of social psychology1. attitudes help shape our survival in the world (navigation)2. attitudes are more robust than behavior• a single attitude may explain a variety of behavioral responses • study of attitudes=range of behaviorsB. a definition: “a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object”1. attitudes are learned2. attitudes are relatively enduring, though they may evolve3. attitudes guide behavior (consistent with what we do)II. What are the Sources of Attitudes?A. three sources of information used to construct attitudes:1. COGNITIONS-thoughts, beliefs • e.g. belief that broccoli is nutritious2. AFFECTIVE/EMOTION• e.g. taste or appearance of broccoli3. PAST BEHAVIOR• e.g. personal history of broccoli consumptionB. two key characteristics of attitudes1. attitude accessibility• attitudes vary in how quickly they may be retrieved from memory and applied These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.2. attitude strength• we hold some attitudes more or less strongly than othersIII. The Attitude-Behavior ControversyA. (very) early research: attitudes predict behaviorB. LaPiere (1934) study1. examined attitudes and behaviors regarding a Chinese couple traveling in the Western US2. visited 66 hotels and 184 restaurants • refused service/lodging at 1 location3. 6 months after the visit, each establishment was sent a questionnaire• 128 establishments replied• 91.5% indicated that they would NOT provide service/lodging to a person from China 4. measure of attitude is worthless in predicting behavior 5. raised considerable questions about the attitude-behavior relationship C. measurement correspondence1. the degree of match between the attitude measure and the behavior measure (measure of attitudes correspond to our behavior)• Target: what is the attitude object?• Action: what is being done to or with the object?• Context: in what setting does the action occur?• Time: when does the action take place?2. measurement analysis of LaPiere study (1934)entities attitude measure behavior measureTarget Chinese people asian couple+white manAction service serviceContext not applicable not applicableTime future present3. TACT= does a measure of attitudes actually latch on to the behavior we are trying to predict? 4. if attitudes are measured effectively, they WILL predict behaviorD. Kim & Hunter (1993): Attitudes (A), Behavioral Intentions (BI), & Behavior (B)Measurement Correspondence A-BI BI-BLow .46 .28Medium .62 .44High .69 .57_______________________________________Overall .65 .46E. problems with questionnaire measures of attitudes 1. carelessness (multitasking)2. extremity • tendency to select most extreme responses on scale3. acquiescence• agreeing with an item regardless of its content4. social desirability • answering the way one “thinks” they should• the tendency to give socially appropriate responses to avoid looking “bad” or uniformed F. indirect measures of attitudes 1. developed to try and avoid biases and problems with direct questionnaire measures of attitudes • observing people without their awareness of being observed• inferring attitudes from observed behavior• observing behaviors that elude conscious control• focus on people’s physiological reactions to social stimuli • dupe the subjectG. instances when attitudes are more likely to predict behavior1. social norms are unimportant (do not put pressure on the situation) (when you don’t care what others think)2. time is limited (no time to think, just operate on attitudes)3. attitudes are based on direct experience (more likely to become applicable in real life)(past behavior can predict future behavior)4. attitudes are accessible (right there to use in your


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UA COMM 318 - ATTITUDES

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