Class Notes (839,242)
Canada (511,223)
Psychology (3,528)
PSY320H1 (33)
Lecture 5

Lecture 5.docx

3 Pages

Course Code
William Huggon

This preview shows page 1. Sign up to view the full 3 pages of the document.
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
More Less
Unlock Document

Only page 1 are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.