Study "Social cognition - psychology of attitudes", a flashcard deck on FORKSAI.
Define what an attitude is according to Eagly & Chaiken (1998).
An attitude is defined as a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. This definition highlights the evaluative component inherent in attitudes.
How do attitudes function in terms of knowledge organization?
Attitudes facilitate adaptation to the environment by helping individuals structure and interpret information. In this sense, an attitude is similar to a cognitive schema, guiding how people perceive and process their surroundings.
Explain the utilitarian function of attitudes.
The utilitarian function of attitudes means that they guide approach and avoidance behaviors. If something is evaluated as good, an individual will tend to approach it, whereas if it is evaluated as bad, they will tend to avoid it.
What higher psychological needs do attitudes serve, beyond knowledge organization?
Attitudes serve higher psychological needs by facilitating the expression of core personal values and helping individuals maintain and protect their self-esteem. They also contribute to social adjustment, assisting individuals in fitting into social groups and norms.
Name three common explicit assessment techniques used for measuring attitudes.
Three common explicit assessment techniques for measuring attitudes are Thurstone scaling, Likert scaling, and the semantic differential. These methods involve directly asking individuals about their attitudes.
Describe the initial steps in constructing a Thurstone's Equal Appearing Interval Scale.
The initial steps involve assembling a large pool of statements that express varying degrees of favorability towards an attitude object. These statements are then presented to a group of judges who rate them, and ambiguous or irrelevant items are removed.
How is a respondent's attitude score calculated using Thurstone's method?
A respondent's attitude score is calculated as the average of the scale values of the statements they endorse. This means that each statement has a pre-determined favorability score, and the respondent's overall attitude is an average of the scores of the statements they agree with.
What are the main criticisms or drawbacks of Thurstone's method for attitude measurement?
Thurstone's method is criticized for being time-consuming and cumbersome to construct. Additionally, it is susceptible to systematic bias because the judges' own attitudes can influence the item selection and scaling process.
Outline the procedure for constructing a Likert Scale.
The procedure involves writing a large number of belief statements related to the attitude object. These items are presented in a multiple-choice format, typically a 5-point or 7-point scale, where respondents indicate their agreement or disagreement. Neutral or ambiguous items are subsequently eliminated using item analysis.
How does Likert scaling differ from Thurstone scaling in terms of item presentation to respondents?
In Likert scaling, respondents choose an alternative (e.g., 'Strongly Agree' to 'Strongly Disagree') that best represents their agreement with each statement. In contrast, Thurstone scaling involves respondents endorsing statements, and their score is the average of the pre-determined scale values of those endorsed statements.