PSY320H1 Lecture Notes - Lecture 5: Semantic Differential
Document Summary
Fishbein and azjen (also thought that attitudes are a learned predisposition, did aggregation of attitudes, attitude = sum of belief times evaluation) Based on the belief that the immediate prediction of behaviour is a behavioural intention. Attitudes and social norms both affect behaviour. All positive and negative attitudes are on the table, if i get drunk i will have fun (positive), get a hangover (negative). Attitude = sum of (beliefs x evaluation) syllogistic model. All these numbers are specific to a person. However depending on the subjective norms the person might or might not get drunk. Subjective norms: normative beliefs (nb): what you think that others will think of your actions. Subjective norms = sum of (nb x mc) However attitude and subjective norms might not have equal power, depending on the power. Relative importance depends on independent person vs. interdependent person. Asked alcoholics if they intended to sign up for an alcohol treatment program.
