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Lecture 5

Lecture 5.docx

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Department
Psychology
Course Code
PSY320H1
Professor
William Huggon

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Lecture 5: Theory of Reasoned Action:  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  So what predicts behavioural action?  Example:  Behaviour: getting drunk at a party  Attitude: includes salient beliefs. All positive and negative attitudes are on the table, If I get drunk I will have fun (positive), get a hangover (negative). Depending on how many times the attitude gets activated the attitude will become stronger or weaker 1. Belief (R) : expectancy - what is the probability of your salient beliefs coming true ? If I get drunk what are the probabilities that I will have fun or get a hangover? Ranges from -3 to +3 2. Evaluation (e) : how good is that salient belief to you? Judge the valence of action. How good is having fun, how good is getting a hangover?  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: 1. Normative beliefs (NB): what you think that others will think of your actions. What will partner think of me getting drunk? What will my close friends think? 2. Motivation to comply (MC): how important is their approval to you?  Subjective norms = Sum of (NB X MC)  Intention = Attitude + Subjective norms  However attitude and subjective norms might not have equal power, depending on the power  Relative importance depends on independent person vs. interdependent person  Behavioural Intentions: 1. McArdle (1972)  Asked alcoholics if they intended to sign up for an alcohol treatment program  The correlation between intending to sign up and actually signing up was high 2. Davidson and Jaccard (1979)  Measured women’s attitudes and subjective norms to get their intention on having a baby within the next 2 years  The correlation between getting a baby and their intention was low. As just because you want a baby does not mean that you will get one  When intention was correlated with attempted conception, the correlation was higher.  Priming the private self affects the relative weights of attitudes and subjective norms 3. Ybarra and Trafimow  Participants were asked to think for 2 minutes about things that prime their individuality (what makes them unique) vs. things that prime collectivism (what makes them common)  Independence vs. interdependence  Later participants rated their attitudes, social norms and behavioural intentions towards usi
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