Lecture 4 Flashcards
overlapping dichotomies
inferring attitudes from verbal vs nonverbal responses
self-reports
- Thurstone scale
- Likert scale
- Osgood’s semantic differential
Thurstone’s equal-appearing intervals
- generate 100-150 evaluative statements of object
- reduce to 80 best ones
- 300 judges place each statement on 11-point scale
- drop statements with high variance
- select 2 or 3 statements close to each point on scale
- participants read all statements and indicate which they agree with
- attitude score = mean of values of endorsed statements
Likert’s method of summated ratings
- prepare ~100 statements that express favorable or unfavorable position toward object
- pre-test participants rate all statements on 5-point scale (unfavorable items are reverse coded)
- drop items with low item-to-total correlations, retain about 20 items
- administer final set of items to other samples
- attitude is total score
Osgood’s semantic differential
Osgood identified 3 dimensions of meaning
- evaluation: good-bad, beautiful-ugly, clean-dirty, etc.
- potency: strong-weak, large-small, heavy-light, etc.
- activity: fast-slow, active-passive, hot-cold, etc.
- evaluative semantic differential is used as attitude measure
observational measures
observe behavior (naturalistic, participatory)
- facial muscular activity
- physiological measures
direct and indirect measures
- indirect: a method in which a researcher gathers data about one variable as a means of representing a second variable of interest that cannot be assessed in a more straightforward manner
- direct measurement: perhaps impossible
direct vs indirect attitude measurement
- direct: any procedure for assessing attitudes that requires a person to provide a report of their attitude (e.g. semantic differential)
- indirect: any procedure for assessing attitudes that does not require a person to provide a report of their attitude
indirect measures
- error-choice method
- projective techniques
- list experiment
error-choice method
- ask a question, give only incorrect answer options
- the incorrect answer that is chosen reveals something about attitude
projective techniques
example: shopping list procedure
- 2 same shopping lists with only 1 difference
- Nescafe instant coffee or Maxwell House ground coffee
- question for participants: what do you think of the woman who wrote the shopping list?
list experiment
half of participants receive version A
- please tell us how many you would dislike: listening to music, making it legal for 2 men to marry, getting a phone call from a telemarketer, being a garbage collector
half of participants receive version B
- please tell us how many you would dislike: listening to music, making it legal for 2 men to marry, getting a phone call from a telemarketer, being a garbage collector, a black person becoming president
reactive vs nonreactive measures
unobstrusive/non-reactive measurement
gravestone experiment
- relgious vs non-religious gravestones and lifespan measures
implicit measures
- explicit response: controllable, intended, awareness, requires cogntive resources
- implicit measures have at least one: reduced control, lack of intention, reduced awareness, efficient processing
- implicit association test
- some substantial correlations (coca cola - pepsi, microsoft - apple)
implicit measures and behavior
changing implicit attitudes does not change behavior
impact of threats on behavior
changing implicit variables often does not lead to changed behavior
- UNLESS a threat is involved
- then we can change behavior, but not the implicit measure
impact of procedures to change implicit attitude
there is no significant indirect effect of procedures
BIAT and AMP as measures of racial prejudice
2 of the most used measures of implicit attitudes and have low validitiy as measures of racial attitudes
correlation between 2 implicit measures of same attitude
small positive correlation
implicit measures of attitudes
- implicit measures might have no, or only weak relation with behavior
- some implicit measures have low reliability/validity
- implicit measures are often costly
measuring attitudes in marketing practice
semantic differential (evaluative dimension)
measuring attitudes in practice
net promoter score (Reichheld, 2003)
measuring attitudes: willingness to pay
- direct self-report: how much are you willing to pay for …?
- willingness to buy: are you willing to buy product X for price Y?
- Becker-DeGroot-Marschak (BDM) method: kind of auction: individuals report their bids for item. price is randomly drawn. if the bid ≥ price, the individual buys the item. if bid < price, individual does not buy item
- Van-Westendorp method
- choice-based conjoint analysis
interactive van-Westendorp
choice-based conjoint analysis
- participant makes several choices between products with specified attributes
- attributes vary across choices
- WTP estimated with conjoint analysis (statistical model)
comparing different methods of WTP
different measures of WTP give similar results
explicit measures of attitudes
- direct, verbal, self-reports
- controlled responses, awareness
- relatively reliable/valid measurement
nothing in common
evaluations revealed by implicit and explicit measures may have nothing in common, in which case they assess exclusive constructs, and one (implicit measure) might even not be considered an attitude measure
single construct measurement
implicit and explicit attitude measures might assess a single construct despite their procedural differences
related but distinct measures
implicit and explicit measures assess constructs that are related but distinct
- might have something in common justifying their shared interpretation as attitude assessments, and something unique justifying the implicit-explicit distinction
