COMM 4643 Lecture Notes - Lecture 2: Opinion Leadership, Social Cognitive Theory, Observational Learning
4 Sep 2016
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Gather data from people under controlled conditions. Seek to examine causal relationships: for (group),, what is the effect of (x) on (y) Experiments are the best method to show causal relationships. Three necessary conditions: relationship between variables, time order, no spurious variables that could be influencing the results. Relationship between two variables: positive (they move together, negative (they move inversely) They are about isolated manipulation: manipulate the iv to see how it affects the dv, for the manipulation to work, you need to keep other elements the same for all groups. Population: who you want to study and draw conclusions of. Posttest only: and with multiple groups. Inhibitory: effects of seeing a model punished for behavior, reduces the likelihood of the observer to reproduce the behavior. Disinhibitory: model rewarded for prohibited behavior, increases the likelihood of the observer to mirror the behavior.
