PSYCH 3CB3 Lecture : 3CB3 Jan 21.doc
11 Feb 2014
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Document Summary
General measures of attitudes aren"t the best predictor of individual acts. Pick set of behaviours that are logically related to attitude and general aggregated behaviours. Not easy to know what behaviours you expect to be predicted by attitude. Can measure ambivalence in two ways, by asking people (measures of felt ambivalence) or you ask them to report positive/negative beliefs about attitude objects. When you find strongly positive and strongly negative attitudes, you use the data to assess the potential ambivalence the individual feels. Problem here is how to combine how to combine the emotions. (positive and negative) in a way you can get a quantitative number of potential variance. Maximal value = 10, minimal value = -5. (ex. of griffin formula) Attitudes are not always strongly positive or strongly negative, they are a bit of both. Some people are more likely to be ambivalent based on their personality. Something about them that make them be ambivalent.
