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10 Cards in this Set

  • Front
  • Back
What is an Attitude?
*A tendency to respond positively or negatively towards certain things (ideas, objects, person, situation)
*Attitudes involve belief, affect, and behavior
What are the 4 Functions of Attitudes?
1. Knowledge Function
2. Value Expression (Impression Management)
3. Ego Defense
4. Utilitarian Functions
What is the Knowledge Function?
*Attitudes simplify decisions by summarizing a large amount of information
*Attitudes simplify our lives (fastfood example)
*You don't have to think as much because it makes our life easier
What is Value Expression (Impression Management)?
*Attitudes exist to influence and manage impressions that people have on us
*We are attracted to people who are similar to us
*'Other people are important to me and I want to have a good impression to fit in'
What is Ego Defense?
*Attitudes protect our self-esteem
What is the Utilitarian Function?
*We have certain attitudes because we benefit by having them (i.e. social pressure)
Theory of Reasoned Action
*Behavior is determined by the intention to perform the behavior
*Behavioral intention is, a function of your attitude toward behavior and your subjective norms
*What you think others 'should do' or 'would do'
Theory of Planned Behavior
*A person can act on his/her intentions only if he/she has control over the behavior of concern
*Perceived control varies with the individual's perception of the difficulty of performing the behavior in questions - this perception is a reflection of the individual's past experience as well as the obstacles or impediments to performing the behavior
What is the First Method used to Measure Attitudes?
*Direct (overt) method:
*The most direct way to determine attitudes toward specific objects/events is to observe how people behave toward them
*Questionnaires and interviews based on the assumption that respondents are aware of their attitudes and are willing to review them in an interview or questionnaire - it is also assumed that these procedures are unobtrusive (the process of asking their attitudes doesn't change those attitudes - social desirability)
What is the Second Method used to Measure Attitudes?
*Indirect (covert) method:
*Less influenced by the need to present oneself socially desirable
*Wrong number technique - whether or not you agree to make the call depends upon your attitude toward the person who makes the request
*Lost letter technique - the number of letters that are mailed/received to the research organization is considered to be a measure of the attitudes of the finers toward the organization on the envelope