PSYC 2310 Lecture Notes - Lecture 5: Combined Oral Contraceptive Pill, Binge Drinking, Cognitive Dissonance

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Attitude strength: major determinants of attitude strength, ambivalence, attitude towards feminism. Measuring attitudes: self-report measures, difficult to measure attitudes on sensitive topics, problems. Individuals may not express their real attitudes because of the circumstances: wording of questions, ordering items, reluctance of respondents to express some attitudes, convert measures, negative attitudes towards minorities. Correspondence principle: fishbein & ajzen (1975, resolves the controversy by introducing the correspondence principle , attitudes & behaviours have to be measured at the same level of specificity or generality. Inconsistency among attitudes leads to tension which motivates people in the direction of attitude change: to reduce dissonance, change one of the cognitive elements, ex. Binge drinking is bad, and you know that but binge drink on the weekend. I might be binge drinking, but i am performing fine in school: seeking others opinions & information, ex. Hanging with people who have the same interests & validate what you: festinger & carlsmith (1959) experiment are doing.

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