Attitude measurement

The Guttman scale focuses on items that vary in their degree of psychological difficulty.

Measuring the Attitude of an Individual: Top 5 Techniques

Attitudes and attitude objects are functions of cognitive, affective and conative components. Over the past few decades, scientists have developed new measures to identify these unconscious biases.

The relationship between them is poorly understood. Examples of projective techniques include: Measures may include the use of physiological cues like facial expressions, vocal changes, and other body rate measures. We may discuss here Semantic differential Scaling method.

Some have questioned the concept of equality of units and the Attitude measurement of it. The credibility of a perceived message has been found to be a key variable here; if one reads a report about health and believes it came from a professional medical journal, one may be more easily persuaded than if one believes it is from a popular newspaper.

The distance measured by these statements are basically psychological. For instance, nuclear disarmament might be rated along the following dimensions good-bad, attractive-non attractive, fair-unfair etc. Explicit attitudes that develop in response to recent information, automatic evaluation were thought to reflect mental associations through early socialisation experiences.

Emotional appeals are commonly found in advertising, health campaigns and political messages. They tend not to be strongly associated with each other, although in some cases they are. There are various problems that affect the validity of attitude scales.

We are more likely to use the ego-defensive function when we suffer a frustration or misfortune. For example, people can be motivated such that they find it socially desirable to appear to have certain attitudes.


In the peripheral route to attitude change, the individual is encouraged to not look at the content but at the source.

The HTP, though mostly given to children and adolescents, is appropriate for anyone over the age of three.

Attitude Measurement

The concept of social distance was given prominence by Katz and Allport under the guidance of Gallet and Bogardus. Some psychologists have debated whether this is a long-lasting effect and Hovland and Weiss found the effect of telling people that a message came from a credible source disappeared after several weeks the so-called " sleeper effect ".

Attitude (psychology)

Bogardus was interested in studying racial attitudes, attitudes of people towards different races, towards different nationalities and comparing them through his social distance scale. In other cases film stars are used for their attractiveness. The distance between two points in the scale, hence, is not equal or adequate and hence, lacks in dimension of units and exhaustiveness of the measuring index.

The theory of reasoned action was developed by Martin Fishbein and Icek Ajzen, derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior.

An example of this is that people can hold implicit prejudicial attitudes, but express explicit attitudes that report little prejudice. As with any type of heritability, to determine if a particular trait has a basis in our genes, twin studies are used.

Evaluation of Indirect Methods The major criticism of indirect methods is their lack of objectivity. Thereafter, inter correlating the scores of each item, with the total scores on all the items by the item analysis techniques, the most discriminating items are selected and eliminated.

Then, the total score for each individual subject for all the statement is calculated by summing up each individual responses. Since we cannot see into the brain, various models and measurement tools have been constructed to obtain emotion and attitude information.

This concept was seen as the "Mere-Exposure Effect". They may not well tell about their true attitudes, but answer in a way that they feel socially acceptable.

Perceived wisdom is that if people are informed of the source of a message before hearing it, there is less likelihood of a sleeper effect than if they are told a message and then told its source.

Important consequences of fear appeals and other emotion appeals include the possibility of reactance which may lead to either message rejections or source rejection and the absence of attitude change.

Only those items having highest correlations arc retained for the final scale. These tend to involve bipolar scales e. The Scale Discriminating Technique:Measuring attitudes. An attitude is a person's feeling toward and evaluation of some object or event. Attitudes have two important aspects: Direction (positive/negative, for or against) and Intensity (strength of feeling).

For example, you might like horses - thus, your attitude towards horses has. Measurement of Attitude Attitudinal behavior is a certain set of observable behavior which is preparatory to and indicative of the subsequent actual behavior.

For the purpose of measuring attitudes only the overt symbolic type of acts are taken into account because such acts alone can be observed. In psychology, attitude is a psychological construct, a mental and emotional entity that inheres in, or characterizes a person.

They are complex and an acquired state through experiences. Attitudes can be difficult to measure because measurement is arbitrary. This presentation was part of my graduate school studies. Psychology Definition of ATTITUDE MEASURE: a procedure in which individuals' attitudes and responses are assigned quantitative values.

Several broad categories of. To the uninformed, surveys appear to be an easy type of research to design and conduct, but when students and professionals delve deeper, they encounter the.

Attitude measurement
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