Attitudes Flashcards
What are attitudes?
motivating forces, enduring in nature and evaluative
Fishbein and Ajzen (1975) defined attitudes as…
‘a learned disposition to respond in a consistently favourable or unfavourable manner with respect to a given object’
What are Katz (196) and Shavitt’s (1989) four functions of attitudes?
utilitarian
knowledge
ego-defense
value expressive
What is the utilitarian function?
attitudes guide us to our goals
What is the knowledge function?
attitudes help us summarise information
What is the expressive function?
attitudes help express a suitable social image
What is the ego-defensive function?
attitudes help cope with intolerable thoughts
What did LaPierre (1934) find visiting 250 establishments with a Chinese couple?
118 said would refuse them despite no one actually doing so
Wicker (1969) concluded after the LaPierre (1934) study…
it’s very unlikely that attitudes will be related to behaviours
Schuman and Johnson (1976) concluded after the LaPierre study…
few studies find significant relationships
Determinants of the strength of attitude-behaviour relationships…
specificity time self awareness attitude accessibility attitude strength
Specificity means…
we can expect good attitude-behaviour correlations when they’re at the same level of generality
What was found looking at time?
Shorter times between attitude measurement and behaviour measurement lead to strong correlations
What did Snyder and Monson (1975) say about self-monitoring?
low self-monitoring leads to low concern for appropriateness of actions
How did Fazio (1990) describe an accessible attitude?
easy to locate in memory
automatically conscious
node in associative network
What did Fazio (1978) find with direct experience and accessibility?
low = -0.03 medium = -.36 high = 0.42
Consequences of a strong attitude are…
stable over time
predictive of behaviour
low pliability
impacts on information processing
Who proposed the TPB?
Ajzen, 1985
Support for TPB…
strong correlational support
moderate experimental support
What’s the relationship between PBC and actual control?
PBC impacts on behaviour to the extent that perceived control matches actual control
What’s the summative model of attitudes?
Sigma b(ehavioural belief) . e(valuation of outcome)
How do we change behaviour using the TPB?
1- determine salient beliefs
2- determine which beliefs different intenders/non-intenders
3- design interventions
