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22 Cards in this Set
- Front
- Back
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Three components of Attitude |
Cognitive (knowledge) Affective (liking) Intention (action) |
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Cognitive component represents: |
-a person's information about an object -their awareness of it -beliefs about the characteristics or attributes of the object -judgements about the relative important of each attribute |
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Affective (liking component) |
-summarizes ones overall feelings toward an object, or a scale of like-disike -expressed liking-preference for one alternative -^measured by asking "which alternative do you most prefer" |
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Intention (action) component |
-expectations of future behavior toward an object -distinct time period usually -incorporates information about a respondents ability/willingness to pay for it |
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measurement |
-how much of a property is possessed by an object -assigning number to certain characteristics according to pre specified rules |
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properties (2 types) |
-features that distinguish one object from another -two types (objective-physical, subjective-mental) -should be one-to-one (b/w symbol and property being measured) -invariant (never changing) |
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scaling |
continuum on which products are located according to the amount of the measured characteristic possessed -4 types= nominal, ordinal, interval, ratio |
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nominal scale |
-objects assigned are mutually exclusive, labeled categories (are you a resident of Connecticut) -no necessary relationship among categories -no ordering or spacing implied - |
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Ordinal (rank) scale |
-ranks objects and arranges them in order by some common variable -does not tell you how much difference there is between objects -median and mode
(ex. ranks your preferences when buying a car price,safety,design) |
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Interval scale |
-numbers used to rank objects also represent equal increments of the attribute being measure -differences can be compared -entire range of statistical operations can be employed for analysis (ex. on a scale of 1-7 rank blah blah with 1 being worst, 7 being best) |
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ratio scale |
-type of interval scale with meaningful zero point -possible to say how many times greater one product is than another -only scale that permits comparisons of absolute magnitude (ex. how old are you?) |
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attitude measurement |
(see notes) used to understand and influence behavior |
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3 classifications of attitude rating scales |
single item multiple item continuous rating |
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single item scales (6 types) |
only have 1 item to measure a construct -itemized category -comparative -rank order -q-sort -pictorial -constant sum
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-itemized category -comparative -rank order -q-sort -pictorial -constant sum |
-pick from a limited number of categories (ex. very satisfied->unsatisfied) -comparing one thing against another -compares a group -compared in twos against each other in turns. -uses pictures -divide up say 100 points between a few categories |
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multiple item scales (3 types) |
developed to measure a sample of beliefs toward the attitude objects and make an average out of them -likert -thurstone -semantic-differential
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-likert -thurstone -semantic-differential |
-degree of agreement or disagreement (summated scale bc total score is given), is uni-dimensional -? -respondents rate on a 1-5,7 scale (rotate negative side to avoid halo effect)
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continuous rating scales |
-respondents place mark on a line that runs from one extreme to another -also called graphical rating scale -scoring is cumbersome and unreliable
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steps to developing a multiple item scale |
what to measure-all possible items-experts narrow field-select type of attitudinal scale-include items that help validation-administer to sample-evaluate and refine items-optimize scale length |
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7 types of validity |
-face/consensus (measures all relevant facets to the construct) -criterion (empirical evidence, correlates with other criterion variables) -concurrent (2 variables measured at the same time) -predictive(can predict future event) -convergent -discriminant -construct WTF notes?
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accuracy of attitude measurements (4) |
-reliability (consistence to which the measure produces the same results -sensitivity -generalizability -relevancy (=reliability x validity) |
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downsides to national surveys |
-low literacy rates -culture |
