PSYCH 3CB3 Study Guide - Final Guide: Thurstone Scale, Likert Scale, Attitude Change
6 Dec 2018
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Function matching: attitude formation or change occurs to meet a need, or serve a function, persuasion methods should match the need or function that the attitude serves. Semantic differential technique: rate along a series of evaluative or non-evaluative, evaluate attitude object on series of bipolar scales (ex. good or bad) Empirically determined scales: questionnaires set up that require some research, thurstone"s equal-appearing interval scale (1928, likert"s summated rating scale (1932) Likert scale: collect statements reflecting different opinions or evaluations of attitude object. Individual indicates strength of agreement with each of a number of different attitude statements: high number = positive attitudes, low number = negative attitudes. Immediately prior experience (thoughts, behaviours, priming, etc. : structure and wording of questionnaire, order of questions matters (cognitions triggered by prior questions become part of data set for later questions, response order effects (when comparing ex.
