COM 31800 Lecture 5: 01222019
28 Jan 2019
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Agenda: what did we cover in chapter 3_part 1 on thursday, today: attitudes are persistent, consistency, cognitive dissonance theory. Chapter 3, part 1: attitudes: an attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor , measured, explicit measures (self-report scales including likert scales, semantic differential. Scales, & visually oriented scales: pitfalls such as social desirability or not knowing your attitude about something. Implicit measures (implicit association test, judging by appearances, associations, behavior: why attitudes matter: theory of reasoned action. Theory of reasoned action: fishbein & ajzen"s model, views intention to behave as the best predictor of behavior, 3 things influence intention. How do we know what are attitudes are: why attitudes matter, theory of reasoned action (another theory you can use in your final project, attitudes are persistent, consistency, cognitive dissonance theory.
