Week 7 - Attitudes

Question 1

Define attitudes

Answer 1

• Evaluating a particular entity with some degree of favour or disfavour

Question 2

Tripartite Model : 3 components of attitudes

Answer 2

1. AFFECTIVE: feelings and emotions associated
2. COGNITIVE: thoughts and beliefs
3. BEHAVIOURAL: behaviour towards object
   [ Rosenberg and Hovland 1960]

Question 3

Attitudes and behaviour study : LaPiere restaurant servings

Answer 3

• Travelled with Chinese couple around USA & tested how many restaurants refused to serve couple (1934)
• ONLY 1/250 REFUSED
• Later rang up and 90% said no

Question 4

Three components of Theory of Reasoned Action

Answer 4

1. ATTITUDE
2. SUBJECTIVE NORMS
3. BEHAVIOURAL INTENTION

Question 5

Explain the Theory of Planned Behaviour

Answer 5

• Extended version of theory of reasoned action
• Added perceived control (belief they can perform action)
• Supported [Sheran and Taylor] condom use intentions : demographic and knowledge BUT accessibility also affected behaviour

Question 6

Explain the MODE Model [Fazio]

Answer 6

• When motivated , base behaviour on accessibility : how quickly / easily attitude comes to mind
• Supported by [Fazio & Schuette] when manipulated motivation in two articles (expert v non expert) and found when accessible , less motivation

Question 7

How can we measure explicit measures of attitude?

Answer 7

• Likert scale
• Semantic differences : adjective that you rate to describe your attitude the best
• Gutterman Scale : I would do X for X amount of time.. yes/no

Question 8

How can we measure implicit measures of attitude?

Answer 8

• IAT (Implicit Associations Test) : reaction times for association of group with pos / neg stimuli
• Reaction time tasks
• Unconscious measures