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Class 4 - Attitudes.doc

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University of Guelph
PSYC 2310
Saba Safdar

Attitudes Chapter 6 Attitudes - Attitudes toward exotic food  Who will eat…? - Attitudes are evaluations of ourselves, of other people, & issues with some degree of favour & disfavour. Bases of Attitudes The 3 bases of attitudes are: - Affect – emotions or feelings stimulated by the object of an attitude, gut feeling, not rational, not governed by logic - Behavioural intention – predisposition to act in a certain way; self-perception - Cognition – beliefs or ideas people have about the object of an attitude, weighing the pluses & minuses for making a logical decision  Attitude doesn’t always translate into behaviour Theoretical Views of Attitudes Tri-component theory (Rosenbery & Hovland) - An attitude is a single entity that has 3 components (affect, behvioural, & cognition), all intercorrelated Separate entities view of attitude (Fishbein & Ajzen) - Affects, behavioural intention & cognition are each separate entities which may or may not be intercorrelated.  Correct theory Measuring Affective Components of Attitudes Describe your feelings toward snakes: - Hateful  Love - Tense  Calm (Tend to be on one side or the other) Attitude Strength Major determinants of attitude strength: - Ambivalence; no strong opinion - Accessibility; relevant topic to you - Subjective experiences Measuring Attitudes - Self-report measures  Problems: wording of questions, ordering of items, reluctance of respondents to express some attitudess - Covert measures  Implicit Association Test (IAT) Relationship Between Attitude & Behaviour - Behaviours & attitudes
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