Lecture 4: Measuring attitudes Flashcards
What are the most common characteristics of measures of attitudes?
Direct, explicit, verbal, reactive, self-report.
Overlapping dichtomies
Er zijn meerdere karakteristieken voor het meten van attitudes. Bijvoorbeeld impliciet, indirect, observation, nonverbal en non-reactive. Deze overlappen zowel met elkaar als met de most common characteristics.
Respons model verbal
Cognition: expressions of beliefs about attitude object.
Affect: Expressions of feelings toward attitude object.
Behavior: Expressions of behavioral intentions.
Response model Non-verbal
Cognition: Perceptual reactions to attitude object.
Affect: Physiological reactions to attitude object, facial expressions.
Behavior: Overt behaviors related to attitude object.
Self reports forms (verbal)
Thurstone scale, Likert scale and Osgood’s semantic differential
Thurstone’s scale
1) Generate 100-150 evaluative statements of object.
2) reduce to 80 best one
3) 300 judges place each statement on 11-point scale.
4) Drop statements with high variance
5) Select two or three statements close to each point on scale.
6) Participants read all statements and indicate which they agree with.
7) Attitude score = mean of values of endorsed statements.
Likert scale
1) Large number of statements either favorable or unfavorable position toward objects.
2) Pre-test participants rate all statements on 5-point scale
3) Drop items with low item-to-total correlations, retain about 20 items.
4) Administer final set of items to other sample
5) Attitude is total score.
Osgood’s semantic differential
3 dimensions of meaning. Evaluative semantic differential is used as attitude measure. Dus je hebt attitude object bv. nike dan rate je unpleasant tot pleasant van -3 tot 3.
3 dimensions of meaning
Evaluation: good-bad, beautiful-ugly, clean-dirty.
Potency: strong-weak, large-small, heavy-light
Activity: fast-slow, active-passive, hot-cold
Has a scale in self-report any scientific meaning?
Even though we do not fully understand how it is possible that people give accurate self-reports of their attitudes, self-reports seem to be useful as measures, they allow relatively good prediction of behavior. (voorspeld beter dan ses)
Observational measures
Observe behavior, facial muscular activity and physiological measures (bv EEG).
Meaning van observed variable?
Any variable that was not manipulated.
Direct vs indirect measures (general)
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 (proxy variable). bv. temperatuur via temperatuurmeter apparaat.
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 attitudes examples
Error choice method, projective techniques and list experiment
Error-choice method
Ask question, give only incorrect options. Which incorrect answer is given reveals something about their attitude. Example: In the past 20 years, energy consumption
increased by how much? A: 25% / 75% [suppose correct is 50%]
Projective techniques
Example: Shopping list procedure. Two same shopping lists, with one 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
2 almost the same lists. How many do you dislike? Version B is the same as version A, only one item added. Difference between the answer of version A and B is how many people dislike the last item on average. (example a racist item)
Is indirect better dan direct?
No because indirect has lower construct validity.
Reactive vs nonreactive measures
Reactive measure: present attitude object and record response
Non-reactive (unobtrusive): observe traces (physical/administrative/other) Absent from the situation.
Example of non-reactive measure
1) Are there benefits of being religious? Do they live longer? Measuring by looking at gravestones (the religion is presented on them) and see how long they have lived. (extreme example).
2) Attitude towards art paintings: measuring damage on museum floor.
Implicit measures
Have at least one of the following:
Reduced control, lack of intention, reduced awareness or efficient processing.
Explicit response
Controllable, intended, awareness, requires cognitive resources
What does implicit attitudes do?
We can change implicit variables but implicit attitudes does not change behavior. Threats does change behavior but not their implicit attitudes. (not a indirect effect)
Do implicit measures measure racial attitude?
No, 20% of people who say to be racist are not racist in implicit measures (Implicit assocation test). Also the test indicate that 30% of whites prefers black over whites.
Should we use implicit measures?
No because they have no or only weak relation with behavior, some implicit measures have low reliability/validity and they are often costly.
What measures are used in marketing practice?
Semantic differential (Osgood)
Net promoter score
Willingness to pay
Choice-based conjoint analysis
Net promoter score
Example: how likely is it that you would recommend our company to a friend?
Rating 0-10 (not likely - extremely likely). 0-6 = detractor, 7-8 passive and 9-10 promoter. Total score of likelyhood = %Promoters- % Detractors.
Willingness to pay
Different methods:
1) Direct self-report (open question) bv) How much are you willing to pay for …?
2) Willingness to buy
bv) Are you willing to buy product X for price Y?
3) Becker-DeGroot-Marschak (BDM)
bv) Kind of auction: Individuals report their bids for item. Price is randomly drawn. If bid ≥ price, individual buys item. If bid < price, individual does not buy item.
4) Van-Westendorp method
5) Choice-based conjoint analysis
Van Westendorp method
How would you evaluate the following price points on monthly basis?
What price would you think the product is:
(20$) too expensive, would not buy
(15$) expensive but would consider
(10$) bargain price
(5$) too cheap, would question the quality.
Choice-based conjoint analysis
Participant makes several choices between products with specified attributes, for example 200g vanilla (3$) or 200 g strawberry (3,50&) or etc.
Which measure of Willingness to pay is best?
All similar results but it should be a balance between quality and price.
What are explicit measures?
Direct, verbal, selfreports. Controlled responses and awareness. Relatively reliable/valid measures.
