ganwyobis fsiqologia

literaturis mimoxilva

Tavi 1. zogadi monacemebi ganwyobis cnebis Sesaxeb

aTwleulebis ganmavlobaSi ganwyobis cneba iyo, da dResac aris,
Tanamedrove eqsperimentuli da gamoyenebiTi socialuri fsiqologiis
erT-erTi fundamenturi cneba (Allport, 1935; Eagle and Chaiken, 1993; Olson and
Zanna, 1993). socialur fsiqologiaSi albaT arcerTi termini gamoiyeneba
ufro xSirad, vidre ganwyoba. rogorc olporti miuTiTebs, ganwyobis
popularoba upirvelesad iman ganapiroba, rom termini ar miekuTvneba
arcerT fsiqologiur skolas Tu Teoriul mimarTulebas. metic, man
faqtiurivad Seavso is nakli, rac qcevis axsnisas instinqtisa da Cveveis
cnebebis gamoyenebas axasiaTebda. rogorc olporti aRniSnavs, jer
kidev 30-ian wlebSi aSkara gaxda, rom socialur fsiqologiaSi qcevis
axsna mxolod instinqtis cnebaze dayrdnobiT, anda mxolod Cvevisa da
garemos gavleniT SeuZlebeli iyo. saWiro gaxda iseTi cnebis Semotana,
romeliTac daiZleoda, rogorc garemos gavlenis, aseve Tandayolili
faqtorebis aRiarebis calmxrivoba. es funqcia mogvianebiT ganwyobis
cnebma aiRo, romelic droTa ganmavlobaSi socialuri
mecnierebebisaTvis da qcevis axsnisaTvis erT-erT umniSvnelovanes
cnebad iqca. metic, termini imdenad popularuli gaxda, rom socialur
fsiqologias xSirad ganixilaven rogorc “atitudis-ganwyobis
mecnierul Seswavlas”.
olporti miuTiTebs, rom ganwyobis cneba mecnierebaSi pirvelad h.
spenserma Semoitana. igi Tavis wignSi ”fsiqologiis principebi“ werda,
rom sadavo sakiTxebze msjeloba didadaa damokidebuli im sulier
ganwyobaze, romelsac sawimaaRmdego azris mosmenis an kamaTSi
monawileobisas vinarCunebT (Spencer, 1896). spenserTan ganwyoba garkveul
damokidebulebaa, romlis safuZvelze adamiani Sexedulebebisa da
mosazrebebis sisworesa da simcdares arkvevs.
mogvianebiT es Sexeduleba e.w. motoruli setis cnebiT Seivso,
romelic langes saxels ukavSirdeba (1888). rogorc lange miuTiTebs,
raime gamRizianebelze adamianis reaqcia Sesabamis motorul ganwyobazea
damokidebuli. langes eqsperimentebis Semdeg gairkva, rom ganwyoba
mniSvnelovan rols ara mxolod reaqciis eqsperimentebSi, aramed aRqmis,
mexsierebis, azrovnebis da nebisyofis kvlevebSic asrulebs. dReisaTvis
ganwyobis cnebis amgvari dayofa aRar xdeba da terminSi ganwyoba
rogorc motoruli, aseve ’mentaluri’ mdgomareoba igulisxmeba.
qcevis socialurobis asaxsnelad ganwyobis cneba pirvelad
tomasma da znanieckma gamoiyenes (Thomas & Znaniecki, 1918); rogorc
olporti miuTiTebs, maT pirvelebma mogvces ganwyobas cnebis
mecnieruli daxasiaTeba. isini ganwyobas ganixilavdnen rogorc
Rirebulebis mqone obieqtebisadmi Camoyalibebul damokidebulebas,
romelic adamianis reaqciebs gansazRvravs. am gansazRvrebaSi maT
Rirebulebis cnebac pirvelad gamoiyenes, rogorc sazogadoebis
garkveuli nawilisaTvis mniSvnelovani da Rirebuli realoba. amdenad,
tomasis da znanieckis mixedviT ganwyoba erTis mxriv socialur
Rirebulebaze, xolo, meores mxriv pirovnebis moTxovnilebebzea
mimarTuli. amis Semdeg ganwyobis cneba aqtiurad gamoiyeneba sxvadasxva
tipis qcevebis asaxsnelad.
tomasis da znanieckis Semdeg ganwyobis araerTi ganmarteba
SemoiRes. am ganmartebebSi ganwyobis sxvadasxva aspeqtebia xazgasmuli:
moTxovnile-biseuli, emociuri, qceviseuli tendenciebi da am
komponentebis kombinacia.
magaliTad, dubi (Doob, 1947) ganwyobas, rogorc implicituri
moTxov-nilebiT ganpirobebul reaqcias ganmartavs; ganwyoba stimulsa da
reaqcias Soris CarTuli cvladia, romelic qcevis mimarTulebas
gansazRvravs.
heideris kvlevis sagans ganwyobis emociur-afeqturi sfero
warmoadgenda (Heider, 1958). heideris mixedviT, adamianis qcevas gare samya-
rosadmi misi emociur-afeqturi damokidebuleba gansazRvravs. adamianis
qcevas is orientacia gansazRvravs, romelic sasicocxlo velSi qcevis
Zalebis mikuTvnebulobis pincipiT organizdeba. mikuTvnebulobis aqti ki,
Tavis mxriv, adamianis sasicocxlo velis ZiriTad maxasiaTebels
warmoadgens. heideris ganwyobis definiciaSi mxolod ganwyobis emociur-
afeqtur aspeqtia ganxiluli.
 kreCis, kreCfildisa da balaCis (Krech, Crutchfield & Ballachey., 1962)
definiciaSi zemoT ganxiluli orive principia gaerTianebuli. maTi
gansazRvrebiT, ganwyoba socialuri obieqtis dadebiTi an uaryofiTi
Sefasebis, aseTive damokidebulebis da obieqtisadmi samtrod an
sasikeTod moqmedebis myari sistemaa. am definiciaSi ganwyobis
samkomponentiani struqturaa ganxiluli. es komponentebia: SefasebiTi,
grZnobiTi da qceviTi; komponentebi erTmaneTs mWidrod ukavSirdeba.
avtorebi ganwyobas ori Tvisebis mixedviT axasiaTeben: valentoba da
sirTule. valentobis mixedviT ganwyoba SeiZleba dadebiTi an uaryofiTi
iyos. ganwyobis sirTule ki ganwyobis obieqtTan dakavSirebuli
informaciis da emociebis mravalmxrivobas gamoxatavs.
ganwyobis Sesaxeb saintereso gamokvlevebi mogvianebiT g. olportma
(Allport, 1953) gamoaqveyna. masve ekuTvnis ganwyobis klasikuri gansazRvreba,
romlis mixedviT ’’ganwyoba unda ganvsazRvroT, rogorc sulieri da
nervuli mzaobis mdgomareoba, romelic gamocdilebis procesSi
organizdeba; igi mimarTulebas aZlevs da gansazRvravs qcevis dinamikas,
romelic ganwyobasTan dakavSirebuli sagnebisa da situaciis mimarT
xorcieldeba“ (1973; gv.24). amdenad, ganwyoba rogorc perceptul, aseve
motorul mzaobas gulisxmobs, romlis erTianobaSi ganxilva pirovnebis
socialuri bunebis gagebisa da axsnisTvisaa mniSvnelovani.
olportis mixedviT ganwyoba Semdegi niSnebiT xasiaTdeba:
1. ganwyoba adamianis sinamdvilis obieqtebisadmi an socialuri
Rire-bulebebisadmi damokidebulebas warmoadgens. am niSniT ganwyoba
refleq-sisagan gansxvavdeba;
2. ganwyoba qcevis avtomaturi ganmsazRvreli fsiqikuri movlena ar
aris. igi aqtivobis impulss warmoadgens, romlis safuZvelzedac qceva
xorcieldeba;
3. ganwyoba intensivobiT xasiaTdeba: igi SesaZloa rogorc
potenciur, aseve maqsimalurad aqtiur mdgomareobaSi iyos;
4. radganac ganwyoba adamianis piradi gamocdilebis safuZvelze
yalibdeba, igi instinqtur movlenas ar warmoadgens.
ganwyobis amgvari gageba daedo safuZvlad araerT eqsperimentul
gamokvlevas; am kvlevebis mizani ganwyobis kanonzomierebebis Seswavla
iyo.
 Tanamedrove avtorebi ganwyobas fsiqologiur tendenciad gani-
xilaven, romelic garkveuli obieqtis dadebiT an uaryofiT SefasebaSi
vlindeba (Eagly & Chaiken, 1998). obieqtis SefasebiTi reaqcia SeiZleba
kognituri, afeqturi an qceviTi iyos. amdenad, ganwyoba SeiZleba
ganwyobis obieqtis mimarT mowonebas an armowonebas, zizRs an mizidvas,
siyvaruls an siZulvils gamoxatavdes.
unda aRniSnos, rom ganwyobis definiciebis simravlis miuxedavad,
mkvlevrebi metnaklebad Tanxmdebian imaze, rom ganwyoba ori elementis
mixedviT SeiZleba daxasiaTdes: ganwyobis obieqti da am obieqtis
Sefaseba.
ganwyobis obieqti, romliskenac Sefasebaa mimarTuli, SeiZleba
individi an koleqtivi, socialuri jgufi an jgufebi, qceva an qcevis
klasi, abstraqtuli an konkretuli sagani da a.S. iyos.
ganwyobis obieqtis Sefaseba SeiZleba dadebiTi an uaryofiTi iyos.
Tu adamiani dadebiTad afasebs ganwyobis obieqts, mas eqneba tendencia
ifiqros da moiqces am obieqtisadmi dadebiTi maneriT, xolo Tu
uaryofiTad-uaryofiTi maneriT. swored ganwyobis obieqtis Sefasebas
eniWeba umniSvnelovanesi roli ganwyobis CamoyalibebaSi. adamians manam
ara aqvs obieqtisadmi ganwyoba, sanam igi mas ar Seafasebs da Sesabamis
gamocdilebas ar miiRebs (Canchrow, Streiner & Daher., 1983). amrigad, ganwyobis
formirebisaTvis ganwyobis obieqtisadmi dadebiTi an uaryofiTi
gamocdilebaa saWiroa. Tu ganwyobis obieqtisadmi reaqciis tendencia
ganmtkicebulia, SeiZleba iTqvas, rom adamians ukve ganwyoba aqvs.
saerTod, rodesac garkveuli obieqtisdami ganwyobazea saubari, ukve
Camoyalibebuli ganwyoba igulisxmeba.
Tavi 2. ganwyobis funqciebi
kaci da misi kolegebi ganwyobis oTx ZiriTad funqcias
ganasxvaveben (Katz, 1960; Katz & Stotland, 1959; Sarnoff & Katz, 1954): codnis,
utilitarul, Rirebulebis gamoxatvis da ego-dacvis. es fuqciebi imis
mixedviT gansxvavdeba erTmaneTisagan, Tu ramdenad mniSvnelovania isini
adamia-nisaTvis da, aseve, zemoqmedebis Sedegad ramdenad advilad
icvleba.
codnis funqcia obieqtis Sefasebis kognitur aspeqts gulisxmobs.
cxadia, imisaTvis rom adamianma garemos uaryofiTi da dadebiTi
stimulebi ganasxvaos, amisaTvis jer garkveuli kognituri samuSao unda
Seasrulos; anu Seafasos isini da gansazRvros, Tu am stimulebidan
romeli iqneba mniSvnelovani miznis misaRwevad da a.S.
codnis funqcia adamianis moTxovnilebas efuZneba, rom samyaros
Sesaxeb stabiluri da organizebuli struqtura SeinarCunos. amiT ki
surs Tavi qaoss aaridos; amas standartebiT an struqturiT miaRwevs,
romelTac SeuZlia sagnebis, movlenebis da a.S. mowesrigeba. ganwyobebi
swored aseTi standartebis funqcias asrulebs. arsebobs garkveuli
SeTanxmeba imaze, rom kargad ganmtkicebuli ganwyobebi sust ganwyobebze
metad asrulebs codnis an Sefasebis funqcias (Abelson,1988; Fazio, 1986;
Kronsick, 1988; Raden, 1985; Swann et al, 1988).
instrumentuli, utilitarul anu garemosTan Seguebis funqcia.
ganwyoba saSualebas aZlevs adamians miaRwios mizans, maqsimaluri
gaxados jildo da minimaluri sasjeli. faqtobrivad, ganwyobebis
saSualebiT adamiani garemos egueba. adamianebs dadebiTi ganwyobebi
(”miaxlovebis Cveva“) uyalibdebaT im stimulebis mimarT, romelic
jildosTanaa asocirebuli, xolo uaryofiTi (”ganridebis Cveva“) im
stimulebisadmi, romelic dasjasTanaa asocirebuli. instrumentuli
funqciis safuZvlebi daswavlis TeoriaSia mocemuli.
kvlevebiT dadasturda, rom codnisa da utilitaruli funqciebis
safuZveli Sefaseba aris (Osgood, Suci & Tanenbaum, 1970). magaliTad, bargis
mixedviT (Barg et al, 1992; Fazio et al,1996) adamianebi dauyonebliv axdendnen
nebismieri stimulis dayofas kargi-cudi kategoriebis mixedviT; am
SemTxvevaSi mniSvneloba ar qonda imas, stimulebi sityvebi Tu suraTebi,
maTTvis nacnobi Tu axali obieqtebi iyo. aseve mniSvneloba ar qonda
Sefasebis xarisxsac (Bargh, 1997). rogorc miuTiTeben, SefasebiT
reaqciebSi individualuri gansxvavebebi arsebobs. jarvisisa da pettis
(Jarvis & Petty, 1996) mixedviT, Sefaseba zog adamians metad axasiaTebs,
vidre sxvebs.
Rirebulebis gamoxatvis anu self-realizaciis funqcia miuTiTebs
pirovnuli Rirebulebebisa da me-koncefciis sxva aspeqtebis gamoxatvas.
saerTod, rogorc miuTiTeben, adamians Sinagani samyaros gamoxatvis
tendencia gaaCnia. es aucilebelia ara mxolod sxvebs uCvenos Tu ras
warmoadgens igi, aramed sakuTar Tavsac. amdenad, ganwyobebiT adamianebi
sakuTar Tavs gamoxataven, imtkiceben me-koncefcias da fsiqikur
avtoportrets qmnian.
Semdeg funqcias kaci (1960) ”me“-s dacvis (ego-dacvis) funqcias
uwodebs. Rirebulebis gamoxatvis funqciis sapirispirod,”me“-s dacvis
funqciaSi xazgasmulia, rom ganwyobebiT SesaZlebelia adamianis me
daculi iqnes ’safrTxisagan’ da aseve mowesrigdes misi Sinagani samyaro.
fsiqoanalitikuri midgomis Tanaxmad, romelsac yvelaze metad ”me“-s
dacvis funqcias ukavSirdeba, adamianebi sxvadasxva saxis dacviT
meqanizmebs iyeneben, rogoricaa represia, proeqcia da uaryofa.
miuxedavad imisa, rom adamianebi am meqanizmebs xSirad iyeneben, maTi
gacnobiereba Cveulebriv ar xdeba, Tumca es SesaZlebelia. am
meqanizmebiT adamianebi cdiloben TavianTi me rogorc garegani, ise
Sinagani konfliqtebisagan, frustraciisagan daicvan, Tavi gaarTvan
emociur konfliqts da aS.
ganwyobis funqciebidan, cxadia, yvelaze advilad codnis funqcia
SeiZleba Seicvalos, xolo me-s dacvis funqcia- yvelaze Znelad.
kacis ganwyobis funqciebis klasifikacia fsiqikasa da gare-
sinamdviles Soris rTul kavSirze miuTiTebs. ganwyobebSi adamianis,
rogorc racionaluri, aseve iracionaluri arsebis garesinamdvilesTan
urTierToba aisaxeba. es urTierToba gare sinamdvileze refleqsuri
zemoqmedebidan, racionalur, gaazrebul moqmedebamde icvleba.
Tavi 3. ganwyobis struqtura
radgan ganwyoba hipoTeturi cvladia da masze pirdapir dakvirveba
SeuZlebelia, amitom masze SeiZleba qcevis da qcevis konteqstidan
gamomdinare davaskvnaT. rogorc makgairi miuTiTebs (McGuire, 1969, 1985,
1989), qcevis ganxilva kogniciis, afeqtisa da konaciis TvalsazrisiT
antikurobidan momdinareobs da aseve sakmaod popularul Tvalsazriss
warmoadgens ganwyobis struqturasTan dakavSirebiT (Breder, 1984; Katz &
Stotland, 1959; Rosenberg & Hovland, 1960). amdenad, ganwyobis struqturaSi sam
komponents gamoyofen: kogniturs, afeqturs da qceviTs. ganwyobis
kognituri komponenti moicavs obieqtis Sesaxeb informacias, afeqturi--
grZnobebs, emociebs, xolo qceviTi komponenti – aqtivobebsa da aqtivobis
tendenciebs.
ganwyobis obieqtTan dakavSirebul kognicias an Sexedulebas
rwmena (belief) ewodeba. rwmena SeiZleba ganvixiloT rogorc Semfaseblis
mier ganwyobis obieqtsa da mis Tvisebebs Soris damyarebuli kavSiri
(Fishbein & Ajzen, 1974). Sefasebis mixedviT rwmenebi SeiZleba dadebiTi,
uaryofiTi, an neitraluri iyos. aseve, rwmena SeiZleba metad
konkretuli iyos, radgan specifiur warmodgenebs (xatebs) gamoxatavdes
an abstraqtuli, msgavsi movlenebis dakvirvebis gaerTianebis gamo (Eagly
& Chaiken, 1993). ganwyobebis winaswarmetyvelebaSi rwmenebs gansakuTrebul
mniSvnelobas ”molodini-Rirebuleba“ modeli aniWebs. am modelis
mixedviT ganwyoba rwmenebis funqciaa, xolo rwmenebi ganwyobis
obieqtTan dakavSirebuli Tvisebebis mosalodneli Rirebulebebis jams
warmoadgens. molodini-Rirebuleba midgoma, romelic pirvelad miCiganis
universitetis socialurma fsiqologebma (Peak, 1955; Rosenberg, 1960)
Semoitanes, mogvianebiT fiSbeinma da eizenma Teoriis saxiT Camoayalibes
(Fishbein, 1967b). Teoria dawvrilebiT me-5 TavSi aris ganxiluli.
rogorc zemoTac aRvniSneT, ganwyobis afeqturi komponenti
grZnobebs, emociebs, guneba-ganwyobilebasa da simpaTikuri nervuli
sistemis im aqtivobas moicavs, romelic adamianma ganwyobis obieqtTan
urTierTobisas ganicada da Semdeg mas daukavSira (magaliTad,
siamovneba, romelic gamowveulia film ”ingliseli pacientis” yurebiT).
ganwyobis afeqturi komponenti SeiZleba asaxavdes calkeul
gamocdilebas an ufro zogadi iyos, reaqciebis Sejamebis gamo.
kognituri reaqciebis msgavsad, afeqturi reaqciebic dadebiT an
uaryofiT Sefasebas gamoxatavs, rogoricaa magaliTad, siamovneba –
usiamovneba, siyvaruli - siZulvili, mowoneba - armowoneba da a.S.
rogorc mkvlevarebi miuTiTeben, ganwyobis motivaciur Zalas swored
afeqturi komponenti gansazRvravs.
ganwyobis qceviTi komponenti rogorc ganwyobis obieqtisadmi
mimarTul Ria qcevas, aseve aqtivobis ganzraxvas moicavs, romelic
aucilebeli ar aris, rom Ria qcevaSi gamoixatos (Eagly & Chaiken, 1998).
SeiZleba ganvasxvaoT calkeuli da SedarebiT rTuli qceviTi reaqciebi.
ra Tqma unda, ganwyobis kognituri da afeqturi reaqciebis msgavsad,
qceviTi reaqciebic ganwyobis obieqtis dadebiT an uaryofiT Sefasebas
gamoxatavs.
ganwyobis samkomponentiani struqturidan gamomdinare bevri
Tanamedrove kvleva (Eiser, 1986; Mueller, 1986; Rajecki, 1983; Breckler, 1984)
Seexeba rwmenebsa da grZnobebs Soris (Miller & Tesser, 1986a), qcevasa da
rwmenebs Soris (Wilson & Dunn, 1984) da grZnobebsa da qcevas Soris (Isen,
1987) kavSiris Seswavlas.
ganwyobis samkomponentian struqturaSi SeiZleba ganvasxvaoT
konsistentoba: Tavad ganwyobis Semadgenel komponentebs Soris da aseve,
ganwyobasa da Semadgenel rwmenebs, ganwyobasa da qcevas, ganwyobasa da
afeqts Soris. rogorc miuTiTeben, rodesac ganwyobasa da qcevas Soris
kavSiri ar fiqsirdeba, mxedvelobaSi misaRebia ganwyobis
samkomponentiani struqtura da komponentebs Soris konsistentoba.
cxadia, komponentebs Soris yovelTvis konsistentoba ar miiRweva da
maSin, rodesac, Seusabamobaa ganwyobis or komponents Soris,
SesaZlebelia, Seusabamoba aRmoCndes qcevasa da ganwyobis sxva
komponentebs Soris. ganwyobis samkomponentiani struqturis mixedviT
ganwyobasa da qcevas Soris kavSiri ganwyobis yvela komponentTan
mimarTebaSi unda ganvixiloT (Krech, Cruchfield & Balanchey., 1969).
aseve, rogorc miuTiTeben, ganwyobis struqtura SeiZleba obieqtis,
pirovnuli maxasiaTeblebis an sxva faqtoris mixedviT Seicvalos.
magaliTad, Slegelisa da ditekos mixedviT (Shlegel & DiTecco, 1982)
rodesac ganwyobis obieqtTan dakavSirebuli rwmenebi mravalricxovani
ar aris da isini erTmaneTs naklebad ewinaaRmdegeba, ganwyobis
struqturis martiv, afeqtur, reaqciaze dayvanaa SesaZlebeli; amis
saawinaaRmdegod, rodesac rwmenebi rTuli, mravalricxovani da
urTierTsawinaaRmdegoa – ganwyobis struqturac ufro rTuli xdeba.
rwmenebi da grZnobebi mxolod ganwyobas SigniT ki ar arian
dakavSirebuli, aramed ganwyobebs Sorisac da e.w ganwyobis bades qmnis
(Ferguson, 1939; Bower, 1981; Pratkanis, 1985; Brekler & Wiggins, 1989b; Fazio, 1989;
Anderson, 1983). es kavSiri Sinaarseulia da ganwyobis obieqtis mimarT
msgavsi damokidebulebiTaa ganpirobebuli. ganwyobebs Soris nebismieri
elementis gaaqtiurebam SeiZleba masTan dakavSirebuli elementebis
(rwmenebis, grZnobebis) gaaqtiureba gamoiwvios. am ganwyobebida zogs
ufro mniSvnelovani, sxvebs ki naklebad mniSvnelovani funqcia aqvs. Tu
ganwyobasa da qcevas Soris kavSiris ganxilvisas ganwyobebs Soris
amgvari kavSiris arsebobas gaviTvaliswinebT, cxadia, ganwyobis badis
Taviseburebis gaTvaliswinebac saWiro gaxdeba; Tu qcevasa da ganwyobas
Soris Seusabamobaa saWiroa imis gansazRvra, qcevasa da periferiul
ganwyobas Tu qcevasa da centralur ganwyobas Soris xdeba gansvla.
unda aRiniSnos, rom faqtoruli analizis saSualebiT ganwyobis
struqturaSi sami komponenti yovelTvis ar gamoiyofa (Eagly & Chaiken,
1993); komponentebs Soris xSirad Zalian susti korelaciaa an imdenad
Zlieri, rom komponentebs Soris gansxvaveba ver xerxdeba. mniSvnelovania
imis aRniSvnac, rom Tanamedrove mkvlevarTa nawilma (Cacioppo et al., 1989;
Eagly & Chaiken, 1993; Fazio, 1989; Zanna & Rempel, 1988) garkveuli eWvi wamoWra
ganwyobis samkomponentian struqturasTan dakavSirebiT. amis erT-erTi
mizezi isaa, rom mkvlevrebi ganwyobis struqturasTan erTad sxva
faqtorebsac ganixilaven, rogoricaa magaliTad garemo, pirovneba da a.S
(Smith et al., 1956).
rogorc kaCoppo da misi kolegebi miuTiTeben (Cacioppo et al.,1989),
SesaZlebelia ganwyobis samkomponentiani struqturis TiToeuli
komponentis SefasebiT ganzomilebaze e.i. erTganzomilebian
struqturaze dayvana. aseT erTkomponentiani ganwyobis struqturaSi
yvelaze mniSvnelovani komponenti Sefasebaa (Eagly & Chaiken, 1993; Fazio, 1989;
Greenwald, 1989b; Kruglanski 1989; Petty & Cacioppo, 1981; Pratkanis,1989; Zanna & Rempel,
1988). magaliTad, facio (Fazio, 1989) amtkicebs, rom ganwyoba unda
ganvixiloT rogorc SefasebiTi reaqcia, romelic codnis funqcias
asrulebs. zannasa da rempelis (1988) mixedviT ganwyoba Sefaseba aris,
romelic efuZneba rwmenebs, grZnobebs da\an warsul qcevebs; aseve, erTsa
da imave dros, erTi da imave obieqtis mimarT adamians SeiZleba
gansxvavebuli ganwyobebi hqondes. Tu adamianis grZnobebi, azrebi an
warsuli qcevebi uTierTkonsistenturi ar aris da ganwyobis romelime
aspeqti ufro gamokveTili xdeba, vidre sxva, maSin obieqtis Sefasebac
icvleba (Miller & Tesser, 1989).
amrigad, SesaZlebelia ganwyobis erTganzomilebiani da sam-
ganzomilebiani anu mravalganzomilebiani struqtura ganvasxvaoT;
TiToeul maTgans Tavisi momxreebi da mowinaaRmdegeebi hyavs; mkvlevrebi
dReisaTvis romelime maTganis upiratesobaze erTmniSvnelovnad ver
saubroben. ganwyobis struqturas gansakuTrebuli mniSvneloba
ganwyobasa da qcevas Soris kavSiris Seswavlisa da ganwyobis sazomi
skalebis agebisas eniWeba.
Tavi 4. ganwyobis Camoyalibebis determinantebi

socialuri fsiqologebi met-naklebad Tanxmdebian imaze, rom ganwyobebi

pirdapiri an arapirdapiri gamocdilebis safuZvelze yalibdebian. Tumca
valerisa da misi jgufis (Waller et al., 1990) da keleris (Keller et al., 1992)
bolodroindelma kvlevebma aCvenes, rom ganwyobis formirebaSi, zogadad
tendenciis damokidebulebaSi, genetikur faqtorebsac SeiZleba hqoneT
garkveuli roli. maTi kvlevebiT aRmoCnda rom identur tyupebs metad
msgavsi ganwyobebi aqvT vidre aratyup cdis pirebs. Sedegebi msgavsi iyo
rogorc im wyvilebisaTvis romlebic erTad izrdebodnen aseve im
tyupebisaTvis rmlebic cal-calke izrdebodnen. am aRmoCenisda
miouxedavad ganwyobis CamoyalibebaSi mainc upirveles mniSvnelobas ara
genetikur faqtorebs aramed gamocdilebas aniWeben. amitom am faqtorebs
ufro dawvrilebiT ganvixilavT. saerTod unda aRiniSnos, rom ganwyobis
Camoyalibebis procesi sakmaod rTulia da Tanamimdevrul Teoriul
ganxilvas saWiroebs. mkvlevarTa interess imsaxurebs, rogorc ganwyobis
Camoyalibebis zogadi meqanizmi, aseve specifikuri doneebi. am
TvalsazrisiT ganasxvavebenB 1. pirovnul Taviseburebebs; 2.
moTxovnilebis dakmayofilebas; 3. informaciis miRebasa da 4.
jgufuri da kulturuli zegavlenisadmi daqvemdebarebas.
1. ganwyobis formirebaSi pirovnuli faqtorebis Seswavlas sakmaod
xangrZlivi istoria aqvs. ganwyobis determinantebis kvlevis adreul
etapze mkvlevarebi ganwyobis martiv pirovnul indikatorebs ikvlevdnen.
magaliTad, eizenki Tavis pirovnebis Teoriaze dayrdnobiT miiCnevs, rom
eqstravertebi metad saWiroeben garegan stimulirebas, vidre
intravertebi. iziarebs, ra, neobihevioristul midgomas, aizenki uSvebs,
rom socialuri Rirebulebebisa da ganwyobebis gadatana ganpirobebis
maqanizmebiT xdeba. intravertebi metad mgrZnobiareni arian
ganpirobebisadmi, xolo eqstravertebi naklebad iTaviseben ganwyobebsa
da Rirebulebebs. SeiZleba iTqvas, rom eqstravertebs axasiaTebT,
“socializaciis miRma” arsebobis tendencia. es mosazreba aizenkma
Seamowma kvlevebiT, romelSiac maRali korelacia dafiqsirda bavSvebis
eqstraversiasa da recidivizms Soris. mkvlevarebi aseve ganixilaven
ganwyobis CamoyalibebaSi dominantoba-submisiis, konservatizm-
radikalizmis gavlenebs.
Semdgom periodSi mkvlevarebi ZiriTadad ikvlevdnen religiur,
politikur, internacionalur da sxva ganwyobebs, maTi sxvadasxva
maxasiaTeblebis mixedviT. kvlevebiT dadasturda, rom magaliTad,
organizebuli ganwyobis mqone cdis pirebs gansxvavebuli pirovnuli
maxasiaTeblebi hqondaT vidre naklebad organizebuli ganwyobebis mqone
cdis pirebs.
am sakiTxebTan dakavSirebiT saintereso kvlevebi Caatares
adornom, frenkel-brunsvikma, levinsonma da sanfordma (Adorno,Frenkel-
Brunsvik, Levinson, Sanford, 1950). maTi Sroma “avtoritarul pirovnebas”
Seexeboda. avtorebma daaskvnes, rom antisemitizmi aris zogadi faqtoris
nawili da ara izolirebuli prejidusebi mxolod ebraeli xalxis
mimrT. amitom, maTi SexedulebiT im adamianebs, romelebic ebraelebis
mimarT uaryofiT ganwyobebi hqondaT, mosalodelia rom aseTive
ganwyobi eqnebodaT Sav kanianebisadmi da sxva umciresobis
warmomadgenlebis mimarT.
qristiansenis mixedviT, agresiuli tendenciis winaswarmetyveleba
SeiZleba Semdegi sami komponentis gaTvaliswinebiT: faruli
agresiuloba, nacionalizmi, da yoveldRiur problemebze agresiuli
reaqciebi. am TvalsazrisiT, sagareo sakiTxebisadmi tendenciebi
ukavSirdebian pirovnebis sxva dinamiur da kognitur aspeqtebsac.
2. mkvlevarTa did interess imsaxurebda ganwyobis formirebis
motivaciuri safuZvelebis kvlevac. smiti, brauni da ualti ganwyobis
Camoyalibebas mis funqciebTan mimarTebaSi ganixilaven. rogorc isini
miuTiTeben, ganwyobis instrumentuli funqcia emyareba princips, rom
adamians surs miiRos maqsimaluri mogeba minimaluri dasjis xarjze.
instrumentul funqciasTan dakavSirebiT ganwyobis formireba obieqtis
sargeblobis aRqmas ukavSirdeba. dadebiTi ganwyobi yalibdeba im
obieqtebis mimarT, romlebic asocirdebian moTxovnilebis
dakmayofilebasTan, xolo uaryofiTi ganwyobebi im obieqtebis mimarT,
romlebic dasjas ukavSirdebian. dadebiTi ganwyoba ufro metad
yalibdeba im obieqtebis mimarT, rac metadaa igi dakavSirebuli
moTxovnilebis dakmayofilebasTan da rac metadata mosalodneli, rom
es obieqti am moTxovnilebas daakmayofilebs.
“me”-s dacva erT-erT mniSvnelovan problemas warmoadgens. am
amocanis SesrulebaSi “me”-s mimarT ganwyobebi wamyvan rols
asruleben. maT CamoyalibebaSi ZiriTadi mniSvneloba Sinagan realobas
eniWeba da ara garemoseul Sesatyvisobas. aRniSnuli funqcis
SesrelebiT adamiani faqtiurad sakuTar Tavs “niRbavs”. am funqciis
sapirispirod, rogorc winaTac aRvniSneT, arsebobs Rirebulebebis
gamoxatvis funqcia, romliTac adamaini gamoxatavs Tavis Tavs. es
funqcia ki Zalze mniSvnelovani funqciaa, radgan misi saSualebiT xdeba
idealis Sesabamisad M”me”-s Rirebulebebis formireba.
codnis miRebis moTxovnileba gulisxmobs im movlenebis codnas,
romelSiac adamiania CarTuli da romelic misTvis garkveuli
mniSvnelobisaa. adamians yvelanairi movlenis Semecneba ki ar surs,
aramed imisa romelic mas sWirdeba. radgan ganwyobebs seleqciuroba da
stabiloba axasiaTebT, amitomac am funqciis Sesruleba sirTules ar
warmoadgens.
3. ganwyobis formirebisaTvis aucilebelia garemodan Sesabamisi
informaciis miReba. ganwyobi maSin formirdeba, rodesac cnobierebaSi
Semodis obieqti. erT-erT magaliTad SeiZleba ganvixiloT bilogiuri da
qimiuri iaraRebis mimarT uaryofiTi ganwyobis arseboba. mas Semdeg, rac
pirvelad gamoiyenes momwamlavi nivTierebebi da rac masobrivma
informaciulma saSualebebma es faqti gaaSuqes, qimiuri iaraRis mimarT
ukiduresad uaryofiTi damokidebuleba Camoyalobd, magram, Cveulebriv,
informacia ufro metad formas aZlevs ganwyobebs ukve arsebuli
ganwyobis konteqstSi da ar ayalibebs calkeul ganwyobebs. ufro xSirad
miRebuli informaciiT ganwyobis SemecnebiTi komponenti yalobdeba.
konkretuli ganwyobebis CamoyalibebaSi ganwyobis obieqtis mimarT
konkretuli gamocdileba asrulebs umniSvnelovanes rols.
adamianis SemecnebisaTvis aucilebelia sazogadoebaSi arsebuli
codnisa da gamocdilbis gaziareba. adamianebi didi yuradRebas aqceven
imas, Tu ras amboben maTTvis “mniSvnelovani sxvebi”. isini Cveulebriv
iReben maT mier mowodebul informacias da TavianTi moTxovnilebeisa da
miznebis Sesatyvisad gadaamuSaveben mas. asakis mixedviT “mniSvnelovani
sxvebi” icvlebian. am sakiTxTan dakavSirebiT mniSvnelovania
socializaciis probleba, romlis erT-erT cnobil midgomas daswavlis
Teoria warmoadgens. rogorc klasikuri aseve instrumentaluri
ganpirobeba ganxilulia rogorc socializaciis problemis
relavanturi. klasikuri ganpirobeba gulisxmobs process, romliTac
stimulebi ganmeorebiT miewodeba erTsa da imave dros da sabolood
reaqciis gamowvevis Zalas iZens. reaqciebi ukve mxolod am upirobo
stimulebiT SeiZleba iqnen gamowveulni. instrumentuli
ganpirobebuloba warmoadgens garkveuli qcevis dasjas an waxalisebas,
romliTac gansazRvruli mimarTulebiT yalibdeba qceva. cxadia,
bavSvebze yvelaze did gavlenas mSoblebi axdenen, romlebic udides
rols asruleben bavSvis qcevisa da ganwyobebis CamoyelibebaSi. mas
Semdeg, rac qcevebis gansazRvruli aspeqtebi instrumentaluri
ganpirobebulobiT garkveul Rirebulebebs SeiZenen, ukve neitraluri
obieqtebi an SemTxvevebi iZenen Rirebulebas dadebiTad an uaryofiTad
Sefasebul obieqtebTan asocirebiTa da klasikuri ganpirobebiT.
mSoblebis adgils SemdgomSi Tanatolebi ikaveben. Tumca
ganpirobebis procesi kvlav grZeldeba, Zveli ganwyobebi icvlebian an
yalibdebian axlebi. amrigad, TandaTanobiT yalibdeba ganwyobis bade.
mozardili adamianisaTvis garegani ganmtkiceba iseTi mniSvnelovani
aRaraa, rogorc bavSvebisa da mozardebisaTvis, is ukve Tavad
ganimtkicebs im ganwyobebs, romlebic arsebuli ganwyobis badis
kongruentulia.
ganwyobebi SeiZleba Camoyalibdnen ufro pirdapiri gziT, kerZod
imitaciiT, romelic banduras mier Zalze aqtiur procesadaa ganxiluli.
xSirad gvinaxavs, Tu rogor uvlis gogona Tojinas, ise rogorc amas
akeaTebs deda masTan an da-ZmebTan mimarTebaSi.
amrigad, socializacia SeiZleba ganvixiloT rogorc procesi,
romliTac individi interpersonaluri urTierTobebis safuZvelze iRebs
mosalodnel rols, ganwyobebsa da Rirebulebebs da es procesi mxolod
bavSvobis asakiT ar Semoifargleba.
4. yvela jgufs aqvs gansazRvruli socialuri normebi. isini
warmoadgenen jgufis wevrebis mier Camoyalibebul molodinebs, romelic
gansazRvraven Sesatyvis qcevebs, ganwyobebs,Sexedulebebs da a.S. jgufi
Zlier zewolas axdens jgufis wevrebze, raTa daeqvemdebaron miRebul
normebs da ar dauSvan gadaxra. is, Tu rogori unda iyos pirovneba, am
warmodgenas gansazRvravs jgufi, romelsac yovelTvis aqvs
Camoyalibebuli, Tu rogori unda iyos da rogor unda moiqces misi
wevri, rom ar aRmoCndes jgufisagan gariyuli. amisaTvis is mimarTavs
garkveul sanqciebs garkveuli iZulebisa da kanonebis saxiT; normebs
Soris urTierToba warmoebs jgufis sami komponentiT:
1.ganwyobebisa da qcevebis gansazRvra;
2.konformulobis xarisxis monitoringi;
3. Sesaferisi sanqciebis gamoyeneba (Secord & Backman, 1974).
Tumca, rogorc miuTiTeben, uaryofiTi sanqciebis daSvebis xarisxi
da zewolis Zala jgufis SeWidulobis xarisxiTaa SezRuduli ( Festinger,
Schachter & Back, 1950 ).amrigad, rogorc jgufs, aseve am jgufis wevrobas
SeuZlia gansazRvros, Seasustos da ganamtkicos TiToeuli pirovnebis
ganwyobebi da Rirebulebebi.
individi SeiZleba erTdroulad ramdenime jgufis wevri iyos. mas
am SemTxvevaSi aqvs Tavisufleba imis arCevaSi, Tu am jgufebSi
miRebuli normebidan romels mianiWos upiratesoba; nakvlevi iqna
ganwyobaze sxvadasxva jgufebis zemoqmedeba. maT Soris e.w referentuli
jgufisac. am jgufis wevri individi realurad ki ar aris, aramed
warmosaxviT, mas surs am jgufis wevroba da mis Rirebulebebsa da
normebs etalonad iRebs. E
Serifma da misma kolegebma (1951, 1953, 1961, 1966) mravali kvleva
Caatares jgufis genezisisa da sxva jgufze maTi gavlenis Sesaswavlad.
kvlevebis umravlesoba Seexeboda jgufTa Soris mtruli urTierTobebis,
konfliqtebisa da crurwmenebis sakiTxebs. Serifma Sesabamisi kvlevebiT
aRwera jgufis normebi, gadaxril qcevebze kontrolis meqanizmebi da
sxva. man da misma kolegebma jgufTa Soris mtruli urTierTobebis
gamosawvevad “dadges scena” da aCvenes, Tu rogor iwvevda jgufSi
konfliqti mxardaWerasa da pozitiur ganwyobebs. man aseve Seiswavla is,
Tu erTi jgufis wevroba rogor ganapirobebda rogorc am jgufis
wevrTa aseve arawevrTa Rirebulebebsa da ganwyobebs.
kvleva sakmaod rTulia, amitomac SevCerdebiT mxolod daskvnebze.
Serifis mixedviT, rodesac garkveul pirobebSi or jgufs erTnairi
miznebi aqvT da maTi miRweva mxolod erTi jgufis ZalisxmeviT
SeuZlebelia, adgili aqvs TanamSromlobas. Tu ramdenime aseTi mizani
arsebobs, adgili aqvs kumulaciur efeqts, romelic gamoixateba
socialuri distanciisa da mtruli ganwyobebis SemcirebaSi. aman
SeiZleba gamoiwvios jgufisa da misi wevrebis SefasebebSi gadafasebebi.
amrigad, jgufis wevroba gavlenas axdens rogorc sakuTar ganwyobebsa
da Rirebulebebze, aseve sxva jgufisadmi ganwyobebzedac.
socialur-ekonomikuri klasis wevroba mniSvnelovan gavlenas
axdens ganwyobebsa da Rirebulebebze. aizenki dainteresda Semdegi
problemiT: aqvs Tu ara jgufs sxva jgufisagan gansxvavebuli
ganwyobebi? man (Eysenk, 1942) aCvena, rom muSaTa klasis warmomadgenlebi
metad eTnocentrulebi iyvnen da naklebad mimtevebelni iseTi sakiTxebSi,
rogoricaa: sikvdiliT dasja, seqsueluri morali da sxva. aizenkma
socialur problemasTan dakavSirebiT kiTxvebis nimuSebis statistukuri
analiziT gamoyo ori ZiriTadi faqtori, romlebic orTogonaluria da
axasiaTeben am socialur problemebze pasuxebs. es faqtorebia R (
radikalizmi-konservatizmi ) da T
(simkacre-liberaloba). analizma aCvena, rom muSaTa klasi metad
konservatuli iyo da mkacri (Toughmind), vidre saSualo klasi imisda
miuxedavad maT xma misces liberalebs, demokratebs, Tu komunistebs.
Semdeg aizenkma es faqtorebi intraversia eqstraversiis cnobil
testSi gamoiyena. mis mixedviT, socialuri ganwyobis specifikuri forma
ukavSirdeba ara mxolod specifikur socialur klass, aramed Sesabamis
pirovnul faqtorebsac. eizeni amtkicebs, rom es ori faqtori
dafiqsirda “avtoritarul pirovnebaSi” rogorc mkacri (thoughminded)
konservatizmi da “humanitarebSi”, rogorc lmobieri (tenderminded)
radikalizmi.
aizenkis es kvleva warmoadgens karg magaliTs imis saCveneblad,
rom zemoT ganxiluli ganwyobis Camoyalibebis oTxi determinanti
mkveTrad gancalkevebulni ar aris da rom SeuZlebelia maTi
erTmaneTisagan damoukideblad ganxilva. rogorc vnaxeT, am doneebs
Soris ormxrivi kavSiri da damokidebuleba arsebobs: pirovnebidan
jgufamde da jgufidan pirovnebamde.
Tavi 5. ganwyobis sazomebi
dReisaTvis yvelaze farTod ganwyobis verbaluri sazomebi, TviT-
angariSebi gamoiyeneba; maTi validoba sxvadasxva sferoebSi Semowmda:
arCevnebSi monawileoba, biblioTekis baraTis qona, avtomobilis marTvis
ufleba (Parry & Crossley, 1950). aRmoCnda, rom Canawerebis 60%-98% zusti
iyo.
Tumca, bolo dros didi yuradReba eTmoba im mosazrebasac, rom
emociebs fiziologiuri komponenti aqvs, romelic kognituradac
SeiZleba gamovlindes (Cacioppo et al., 1986; Davidson, 1984); aseve, ganwyobis
qceviTi da kognituri kavSirebi SeiZleba fiziologiuri meTodebiT
gaizomos (Cacioppo et al, 1989). ganwyobis fiziologiuri sazomebi Zalze
mniSvnelovani iqneboda ganwyobis ufro srulyofili gagebisaTvis, Tumca
dResdReobiT es meTodi naklebad ganviTarebuli da gavrcelebuli aris.

turstonis skala
ganwyobis dadebiToba-uaryofiTobis gazomva turstonis ganwyobis
sazomi skalebiT gaxda SesaZlebeli. turstonis ganwyobis sazomi
teqnika (Thurstone, 1970) ganwyobis erTkomponentian models eyrdnoba,
romelic ganwyobas, rogorc, ganwyobis obieqtis mimarT gamovlenil
dadebiT an uaryofiT afeqts gansazRvravs.
turstonma ganwyobis sazomad bipolaruli skala gamoiyena,
romelzedac ganwyobis obieqti fasdeba; skalaze SerCeuli pasuxi
adamianis ganwyobas gamoxatavs. magaliTad:
omi aris
1 2 3 4 5 6 7 8 9 10 11
rogorc miuTiTeben, turstonis skalis ZiriTad problemas misi
sandoobis sakiTxi warmoadgens. kiTxvebis pasuxze SeiZleba gavlena
iqonios konteqstma, punqtebis Tanmimdevrobam, respondentis guneba-
ganwyobam da sxva. rogorc miuTiTeben, am problemis dasaZlevad xSirad
ufro rTuli sazomebi gamoiyeneba.

laikertis skala
 Semdegi testi, romelic popularuli aseve male gaxda, laikerts
ekuTvnis (Lickert, 1970). respondents laikertis skalaze sakvlevi sakiTxis
Sesaxeb erTnairi raodenobis dadebiT da uaryofiT msjelobebs uCveneben
da TiToeul maTgans bipolarul skalaze afasebineben. ganwyobis
saboloo sazomi debulebis Sesabamisis qulebis dajamebiT miiReba.
magaliTad:
’sikvdiliT dasjis gauqmeba danaSauli gaizrdeba’
sruliad ar veTanxmebi (-2) : (-1) : (0) : (+1) : (+2) sruliad
veTanxmebi
laikertis tipis skalisaTvis problemas warmoadgens is, rom igi
Tanabar-intervaluri skalis yvela moTxovnas srulad ver akmayofilebs.
aseve, laikertis tipis skalisaTvis problemaa Sualeduri qulac, radgan
igi SeiZleba rogorc yvela punqtze saSualo qulas, aseve, Zalze
gansxvavebul da Seusabamo pasuxebs Soris saSualos (Shaver, 1981; Stosberg,
1980) asaxavdes. unda aRiniSnos, rom xSirad laikertis skalas
Tanabarintervalur skalad ganixilaven.

ozgudis semantikuri diferenciali

mogvianebiT mkvlevarebma meti mniSvneloba ganwyobis mraval-
ganzomilebian modelebs mianiWes (Allport, 1973; Rosenberg & Hovland, 1960).
radgan, isini, ganwyobas rogorc rwmenebis, qceviTi tendenciebisa da
grZnobebis erTianobas ganixilavdnen, amitom, gazomvisas samive tipis
pasuxebs gamoyofdnen. am mosazrebis Sesabamisadaa agebuli magaliTad
ozgudis semantikuri diferenciali (Osgood, Suci & Tanenbaum., 1970).
semantikuri diferenciali zedsarTavi saxelebis bipolaruli
skalebisagan Sedgeba, romelic ganwyobis obieqtis Sefasebaze
(magaliTad, kargi-cudi), siZlieresa (magaliTad, Zlieri-susti) da
aqtivobaze (magaliTad, aqtiuri-pasiuri) gvawvdis informacias. skalebze
SerCeuli qulebis jami adamianis obieqtisadmi ganwyobas gamoxatavs.
magaliTad:
kargi +3 +2 +1 0 _1 _2 _3 cudi
sasiamovno +3 +2 +1 0 _1 _2 _3 usiamovno
aqtiuri +3 +2 +1 0 _1 _2 _3 pasiuri
 ozgudis sazomSi ganwyobis obieqtTan dakavSirebuli emociuri
faqtorebia gansakuTrebiT mniSvnelovani. semantikuri diferencialis
sazomi Tanabar-intervaluri skalis yvela moTxovnas akmayofilebs.
skalis ZiriTadi upiratesoba isaa, rom igi sxvadasxva ganwyobebis
gasazomad gamoiyeneba.

fiSbeinis da eizenis modeli

zemoT ganxiluli yvela sazomi ganwyobis SedarebiT pirdapiri
sazomebia. maTgan gansxvavebiT fiSbeinma da aizenma (Fishbein & Ajzen, 1980)
ganwyobis SedarebiTY arapirdapiri sazomi Seqmnes, romelsac ganwyobis
rwmenebze dafuZnebuli molodini-Rirebuleba sazomi ewodeba. Tumca,
turstonis msgavsad, avtorebs miaCniaT, rom ganwyobis ZiriTadi
komponenti afeqtia, isini erTganzomilebian ganwyobis skalasTan
SedarebiT upiratesobas sazoms aniWeben, romelic ganwyobebs, rwmenebs
da qceviT ganzraxvas aerTianebs. gaazrebuli moqmdebis TeoriaSi
ganwyoba ganxilulia rogorc qceviTi rwmenebisa da mosalodneli
Sedegebis Sefasebis funqcia. ganwyobis es sazomi da misi upiratesobebi
ufro dawvrilebiT Semdeg TavSia ganxiluli.
 Tavi 6. ganwyobasa da qcevas Soris urTierTmimarTeba
ganwyobis qcevasTan mimarTeba erT-erT mniSvnelovan problemas
warmoadgens fsiqologiaSi. am sakiTxTan dakavSirebiT hipoTezebi
SeiZleba or ZiriTad jgufad daiyos: erTis mixedviT ganwyoba qcevas
iwvevs da kauzalur gavlenas axdens masze. meore tipis hipoTezebis
mixedviT, ganwyoba ubralod aris dakavSirebulni qcevasTan da dadebiTi
kavSiri ganwyobasa da qcevas Soris kauzaluri gavleniT ar aris
ganpirobebuli. aRmoCnda, rom orive tipis hipoTezebis Semowmebam
garkveuli eWvi gamoiwvia.
es eWvi gansakuTrebiT naTeli gaxda im kvlevebSi, romelTac
susti ganwyoba-qceva kavSiri daafiqsira (LaPiere, 1934). am sakiTxTan
mimarTebaSi erT-erT mniSvnelovan kvlevas lapieris klasikuri
eqsperimenti warmoadgens; man TiTqmis ori wlis ganmavlobaSi
imogzaura amerikaSi or Cinel studentTan erTad. igi akvirdeboda, Tu
rogor iRebdnen maT sastumroebsa da restornebSi. 252 SemTxvevidan
mxolod erTxel uTxres mis Tanamgzavrebs uari sastumros nomris
miqiravebasa da momsaxurebaze. danarCen SemTxvevebSi umaRlesi rangis
momsaxurebas uwevdnen. turnes damTavrebidan daaxloebiT eqvsi Tvis
Semdeg, lapierma yvela-251 sastumroSi werilebi daagzavna da maT
mepatronebs hkiTxa, miiRebdnen da moemsaxurebodnen Tu ara isini Cinel
wyvils. man mxolod 128 sastumros mepatronisagan miiRo pasuxi,
romelTagan 118-is pasuxi (92%) uaryofiTi iyo. lapieri kvlevis
safuZvelze askvnis, rom sastumros mepatroneebis sityva da saqme
erTmaneTs ar emTxveoda. aseve, metyvelebaSi gamoxatuli pasuxebi qcevis
zusti winaswarmetyvelebis saSualebas ar iZleva. amdenad, qcevasa da
ganwyobas Soris kavSiri eWvqveS dadga.
metic, im faqtis dafiqsirebam, rom ganwyoba qcevas ar ukavSirdeba
da rom ganwyobasa da qcevas Soris korelaciis koeficienti iSviaTad
iyo 0.30- ze meti, mkvlevrebi im daskvnamde miiyvana, rom ganwyoba qcevis
ara erTaderTi, aramed erT-erT faqtorTagania. maTi miTiTebiT, qceva
ganwyobaze damatebuli bevri sxva cvladis funqciaa (normebi,
situaciuri faqtorebi da sxva) (Fishbein, 1967; Wicker, 1971; Ajzen, 1996).
cxadia, maTi daSvebis Sesatyvisad, ganwyobaze am cvladebis damatebiT
qcevis winaswarmetyveleba mniSvnelovnad umjobesdeboda.
 magaliTad, vikerma ormocdaeqvsi kvleva Seajama, romelic
ganwyobasa da qcevas Soris kavSirs exeboda da daaskvna, rom umetes
kvlevebSi ganwyobasa da qcevas Soris gansvla fiqsirdeboda (Wicker, 1971).
metic, man ganwyobis cneba qcevis axsnisaTvis sakmaod usargeblo cnebad
miiCnia.
ganwyobasa da qcevas Soris kavSiris Seswavlisas vikers ”sxva
cvladebi“ Semoaqvs e.w gamaSualebeli cvladebi, rogoricaa socialuri
normebi, Cvevebi, pirovnuli Tvisebebi, pirovnebis verbaluri, inteleqtu-
aluri da sxva unarebi, sxva adamianebis Tandaswreba, alternatiuli
qcevis ganxorcielebis SesaZlebloba, gauTvaliswinebeli SemTxveva,
molodini da sxva.
rogorc vikeri aRniSnavs, ganwyobaze sxva cvladebis damatebiT
qcevis winaswarmetyveleba umjobesdeba. ganwyoba-qcevis kavSirze
gamaSualebeli cvladebis gavlena araerTma mkvlevarma Seiswavla
(magaliTad, zana, facio, deflo, vaneri). Sesabamisad, am problemasTan
dakavSirebiT araerTi kvleva arsebobs, romelTac aerTianebs mosazreba,
rom ganwyobis roli qcevaSi SemTxveviTia da rom, ganwyobaze sxva
cvladebis damatebiT SesaZlebelia ganwyobasa da qcevas Soris
SeTanxmebulobis axsna.
rogorc miuTiTeben, qcevis winaswarmetyveleba SesaZlebeli
iqneboda, Tu yvela Sualeduri cvladi gvecodineboda; Tumca, isic
cxadia, rom es imdenad gaarTulebda ganwyobasa da qcevas Soris
kavSirs, rom qcevis winaswarmetyveleba SeuZlebeli gaxdeboda. miuxeda-
vad imisa, rom kvlevebiT gamoiyo adamianebis, situaciebisa da dispozi-
ciebis jgufi, romlisTvisac qcevis winaswarmetyveleba umjobesdeboda,
aseve gamovlinda sxva jgufebi, romelTaTvisac es validuri ar iyo.
gamaSualebli cvladebis da maT sxva cvladebTan kavSiris zrdasTan er-
Tad, es ukanaskneli jgufic izrdeba (Ajzen, 1996).
mniSvnelovania imis aRniSvna, rom kvlevebis Sedegebi bevri
fsiqologisaTvis imdenad moulodnli aRmoCnda, rom am sakmaod bundoven
empiriul monacemebSi garkveva (Blumer, 1955; Deutscher, 1966; Wiker, 1969) da
ganwyoba-qceva kavSiris ganxilva gansxvavebuli TvalsazrisiT scades.
miTiTebuli iqna ramdenime xarvezi, romelic lapieris kvlevas axlda.
magaliTad, man ganwyobebi qcevis gamovlenidan sakmaod didi drois
gasvlis Semdeg gazoma, ramac, SesaZloa damatebiT sxva cvladebis
CarTva da ganwyobasa da qcevas Soris Seusabamoba gamoiwvia. Sefasebis
obieqti Tavdapirvelad iyo inglisurad mosaubre Cineli wyvili,
romelic TeTrkanian amerikels axlda, xolo Semdeg Cineli wyvili,
romelsac sastumros mepatroneebi dauswreblad afasebdnen. cxadia,
ganwyobis es ori obieqti sakmaod gansxvavdeba erTmaneTisagan; aseve,
rogorc facio miuTiTebs (Fazio, 1986), wina kvlevebisagan gansxvavebiT,
romelic ZiriTadad ganwyobasa da qcevas Soris kavSirs ikvlevda
(magaliTad, lapieeri, 1934; vikeri, 1969) ufro axal gamokvlevebSi
Seswavlili iqna Tu rodis da rogor ukavSirdeba ganwyobebi qcevas. am
mosazrebis Sesabamisad axali kvlevebi met mniSvnelobas aniWebs
ganwyobasa da qcevas Soris kavSirs maTi sazomebis Sesabamisobis,
sizustis, zogadoba-specifiurobis TvalsazrisiT (magaliTad, DeFlaur &
Westie, 1958; Rosenberg & Hovland, 1960). Sesabamisad, am periodSi metad
validuri da zusti ganwyobis sazomi skalebis Seqmnas daeTmo
yuradReba; es sazomebi ganwyobasa da qcevas Soris Sesabamisobas da
gazomvis teqnikebis sizustes uzrunvelyofen; rogorc miuTiTeben, am
mxriv sakmao progressac hqonda adgili (magaliTad, Fazio et al., 1983).
ganwyobis gazomvis proceduris daxvewam ganwyobasa da qcevas Soris
konsistentobis dadasturebas Seuwyo xeli.
ganwyobis sazomi skalebis agebisas gansakuTrebuli mniSvneloba
ganwyobis struqturas eniWeba (erTganzomilebiani magaliTad, turstoni
an mravalganzomilebiani, magaliTad, ozgudi); ganwyobis struqturis
cvlilebasTan erTad ganwyobis sazomic icvleba
 atitudsa da qcevas Soris kavSiri (gagrZeleba)

dagegmili moqmedebis Teoria

eizenma gaazrebuli moqmedebis TeoriaSi nebelobiTi kontrolis cvla-

di Semoitana (Ajzen & Madden,1986; Schifter & Ajzen 1985) da Teorias dagegmi-
li moqmedebas Teoria ewodeba.

TeoriaSi centraluri adgili ganzraxvas ukavia, magram gaazrebuli

moqmedebaTagan gansxvavebiT eizenis 3 damokidebul determinants
ganixilavs: qcevisadmi atitudi, subieqturi norma da aRqmuli qceviTi
kontrolis xarisxi (perceived behavioral control). atitudi gamoxatavs
qcevisadmi damokidebulebas; subieqturi norma mniSvnelovani sxvebis
damokidebulebas ramdenad unda Seasrulos adamianma konkretuli qceva;
aRqmuli qceviTi kontroli gulisxmobs qcevis Sesrulebis aRqmul
simartives an sirTules. igi warsul gamocdilebas da mosalodnel
dabrkolebebs asaxavs. Aeizens aRqmuli qcevis kontroli im qcevebisaTvis
Semoaqvs, romlebic srul nebelobiT kontrols ar eqvemdebarebian.
Teoriis mixedviT qcevis Sesrulebis ganzraxva miT Zlieria, rac ufro
pozitiuria atitudi, Zlieria sunieqturi normaN da aRqmuli qceviT
kontroli.
D
dagegmili moqmedebis Teoriis mixedviT qcevis aRqmul kontrolsa da
qcevas Soris pirdapiri kavSiria. qcevis Sesruleba damokidebulia ara
mxolod motivaciaze, aramed qcevis Sesabamis kontrolzec. radgan aRqmu-
li qceviT kontroli ganzraxvis saSualebiT axdens qcevaze gavlenas,
amitom misi gamoyeneba pirdapir SeiZleba qcevis winaswarmetyvelebisaT-
vis.
radgan ganzraxva zemoT miTiTebuli 3 komponentisagan Sedgeba, aizenma
Sesabamisad gamoyo 3 tipis rwmenebi: qceviTi rwmenebi romlebic gavle-
nas axdenen atitudebze; normatiuli rwmenebi, romlebic subieqturi
normebis determinatebi arian da kontrolis rwmenebi, romlebic
warmoadgenen aRqmul qcevis kontrolis safuZvels.

1
ganzraxvaze qcevis aRqmuli kontrolis gavlena mraval kvlevaSi
Semowmda. Sifterma da eizenma (Schifter & Ajzen, 1985) momdevno 6 kviris
manZilze wonis dakleba Seiswavles. maT Tavdapirvelad qcevisadmi ati-
tudi da subieqturi norma gazomes.N Semdeg aRqmuli qceviTi kontroli,
romelic warmoadgenda albaTobas (0-dan 100-mde), rom Sesabamisi
mcdelobis SemTxvevaSi c.p SesZleben momdevno 6 kviraSi wonis daklebas
da rom wonis daklebis mcdeloba warmatebuli iqneba.
analizma aCvena aRmuli qceviTi kontrolis ganzraxvaze gavlena.
ganzraxvis korelaciebi (multiple corelation) atitudebTan da subieqtur
normasTan sakmaod maRali iyo (r=0,65), Tumca, aRmuli qceviTi kontrolis
damatebiT igi 0,72-mde izrdeboda.
amdenad, aRqmulma qceviTma kontrolma SeiZleba ganzraxvaze gavlena
moaxdinos rogorc arapirdapir, aseve pirdapir ganzraxvis gareSe. aseve
am faqtorma SeiZleba gaaumjobesos qcevis winaswarmetyveleba
atitudebisa da subieqturi normisagan damoukideblad.

iaracionaluri moqmedeba
atitudi qceva kavSiris ufro Tanamedrove kvlevebi uSveben, rom adamia-
nebi yovelTvis racionalurad ar ixilaven maT xelT arsebul
informacias da alternativebs; nacvlad, adamianebi xSirad iqcevian
avtomaturad gaaqtivebuli atitudebis safuZvelze. marTlac, rodesac
cdis pirebs sTxoven TavianT atitudebze ifiqron, atitudi -qceva
kavSiris Semcirebaa mosalodneli.
ronisi da misi kolegebis (Ronis et al, 1889) mixedviT, atitudebi zogjer
SesaZloa qcevis warmarTvisaTvis irelivanturebi iyvnen. jandacvis sfe-
roSi muSaobisas maT daaskvnes, rom iseTi qcevebi, rogorc mag: moweva
xdeba CveviT/avtomaturi (ix. Triandis, 1980) da amdenad, SeiZleba gamocal-
kevdnen atitudebidan, romlebTanac isini logikurad arian dakavSire-
bulni; rac Seexeba iseT situacias, rodesac adamiani waawydeba garkveul
siaxles an qcevaSi Sebrkolebebs, igi situacias ganixilavs da Sesabamis
gadawyvetilebas iRebs.
faciom Camoayaliba MODE modeli (Motivation and Opportunity as DEterminanys
of mode of behavioural decision-making) romlis mixedviT rodesac adamians ara
aqvs situaciis gansjis motivacia da/an saWiroeba advilad

2
xelmisawvdomi atitudebi iwveven qcevas. facios mixedviT rodesac
atitudis Sesabamisi situaciaa mocemuli, advilad xelmisawvdom atitu-
debi avtomaturad aqtivirdebian (Fazio et al., 1986, 1995).' radgan mxolod
gaaqtivebul atituds SeeZleba qcevaze gavlena, aseTi atitudebi ufro
met gavlenas axdenen qcevaze, vidre naklebad xelmisawvdomi atitudebi.
amdenad atitudsa da qcevas Soris kavsiri xdeba avtomaturi da
iracionaluri. am modelsa da molodini-Rirebuleba models Soris di-
di gansxvavebaa. Ffacios modeli ar moicavs molodini-Rirebulebis
modelisaTvis iseT arsebiTi cvladebs, rogoricaa qcevisadmi atitudi
da gazraxva. nacvlad, TeoriaSi mniSvnelovani adgili ukavia
samiznisadmi atituds. facios mixedviT qecvis samiznisadmi atitudi
SedarebiT pirdapir gavlenas axdens qcevaze kognituri procesebis
gareSe.
literaturaSi mravali kvleva arsebobs, romelic mxars uWers
atitudsa da qcevas Soris iracionalur kavSirs; magaliTad, vilsonis
da misi kolegebis (Wilson, 1993) kvleva ~atitudis Camoyalibebis mizeze-
bis analizze~. maT sxvadasxva sferoSi kvlevebiT aCvenes, rom atitudis
mizezebis CamoTvla amcirebs atitudi-qceva kavSirs (Wilson et al., 1984, 1989).
vilsoni amtkicebs, rom adamianebma xSirad ar ician ratom aqvT esa Tu
is atitidi. amitom, rodesac cdis pirs vTxovT atitudis mizezebis
CamoTvlas, isini xSirad ixseneben ararealur informacias.
amdenad, Tanamedrove kvlevebis safuZvelze SeiZleba atitudsa da
qcevs Soris ori saxis kavSiri ganvasxvaoT: SedarebiT arapirdapiri e.i.
ganzraxviT gaSualebuli, romlis magaliTia fiSbeinisa da eizenis
gaazrebuli moqmedebis Teoria da eizenis dagegmili moqmedebis Teoria
da SedarebiT pirdapiri kavSiri, kognituri procesebis gareSe,
magaliTad, facios modeli. xSirad sakiTxis ufro srulyofili gagebis
mizniT am or midgomas aerTianeben, romelic Tavis mxriv, mniSvnelovan
cvladebs aerTianebs (Chaiken & Eagly, 1993). magaliTad, Ceikenisa da iglis
(Chaiken & Eagly, 1993) mixedviT atitudsa da qcevas Soris kavSiris
gagebisas fiSbeinisa da eizenis da facios modelebi gancalkevebulad ki
ar unda ganvixiloT, aramed erTianobaSi. am mosazrebis Sesabamisad maT
Camoayalibes atitud-qceva kavSiris gaerTianebuli modeli, (composite),
romlis cvladebi ZiriTadad fiSbeinisa da eizenis ~gaazrebuli moqme-

3
debis~ Teoriidanaa aRebuli, nawili ki iracionaluri Teoriidan. mode-
li moicavs Semdeg cvladebs: a) qcevas; b) qcevisadmi atituds; g)
ganzraxvas, d) Cvevasa da e) qcevis samiznisadmi atituds.

atitudis Secvla

miuxedavad imisa, rom atitudebi mdgradi fenomenebia, maTi Secvla mainc

SesaZlebelia. rogorc wina TavebSi vnaxeT, atitudi qcevis mniSvnelovani
determinantia; swored amitom yovelwliuad uamarvi resursi ixarjeba
adamianebis Sexedulelebisa da Sefasebebis Sesacvlelad, raTa
sabolood qcevis Secvla miviRoT. atitudis Secvla gulisxmobs Semdegs:
pilarizacias- rodesac, adamiani Tavisi sawyisi atitudis valentobis
Sesabamisad axdens atitudis Secvlas (magaliTad, sawyisi dadebiTi
atitudi ufro dadebiTi xdeba); depolarizaciis, rodesac atitudis
Secvla neitraluri mimarTulebiT xdeba.
atitudis Secvla SeiZleba ganvixiloT rogorc kontiniumi,
romlis erT bolos darwmunebisadmi absoluturi daTanxmebaa, xolo
meore boloze maqsimaluri bumerangis efeqti anu winaaRmdegoba. Amis
mixedviT ganasxvaveben damarwmunebeli komunikaciis Semdeg procesebs:
miRebis da uaryofis anu rezistentul procesebs. miRebis procesebi is
procesebia, romlebic aatitudis gamiznuli mimarTulebiT Secvlas
iwveven. uaryofis anu rezistentobis procesebi ki zewolisadmi
winaaRmdegobas iwveven. am TavSi ZiriTadad atitudis Secvlis procesebs
ganvixilavT.

atitudis Secvlis erT-erTi gzaa damarwmunebeli komunikacia.

damarwmunebeli komunikaciis Tanamedrove midgomis Tanaxmad,
gansxvavebulma procesebma SeiZleba atitudis Secvla gansxvavebul
garemoSi gamoiwvion. am procesebidan zogierTi nakleb mentalur
Zalisxmevas saWiroebs, xolo sxvebi SedarebiT mets.

darwmunebis ELM (elaboration likelyhood model) modeli

ELM-s modelis mixedviT atitudis Secvla damarwmunebeli komunikaciiT
kognitur procesebs efuZneba. Aadamiani ganixilavs mis xelT arsebul
4
informacias da amis mixedviT icvlis an ar icvlis damokidebulbas.
zogjer atitudis Secvla adamianis aqtiur kognitur muSaobas moiTxovs,
zogjer ki es informaciis zedapiruli gadamuSavebis safuZlevze xdeba;
amis mixedviT ganasxvaveben e.w Zlieri da susti Zalisxmevis procesebs.

miCneulia rom atitudebi, romlebic naklebi ZalisxmeviT arian

Secvlilebi, ufro sustebi arian, vidre Zlieri ZalisxmeviT Secvlili
atitudebi. cxadia, rom arc SesaZlebelia da arc misaRebi adamianma
nebismier atitudis Secvlisas informaci Rrmad gaanalizos.
warmatebuli moqmedebisaTvis adamiani xSirad, rogorc “kogniturad
Zunwi” iqceva (Taylor, 1981).

informaciis gadamuSaveba SeiZleba ganvixiloT rogorc kontiniumi; am

kontiniumze SeiZleba ganvasxvaoT raodenobrivi da xarisxobrivi
(Tvisobrov) cvlilebebi (ix. Petty, 1997). es niSnavs, rom ramdenadac
aqtiurad gadaamuSavebs adamiani informacias miT detalurad
ganixilavs xelT arsebul informacias da piriqiT; aseve adamianma
SeiZleba ganixilos erTi d aigive informacia, magram nakleb Zalisxmevas
mimarTos an saerTod naklebi odenobis informacia Seiswavlos. modeli
aseve moicavs xarisxobriv (Tvisobriv) gansxvavebebs. magaliTad,
ganvixiloT adamiani, romelmac cnobis ganxilvisas 10 wyaro gamoiyena.
informaciis Zlieri gadamuSavebisas adgili eqneba yvela SesaZlo
informaciis ganxilvas, xolo Tu gansjis unari an motivacia dabalia
adamianma SeiZleba ifiqros yvela argumentze naklebi yuradRebiT, an
ifiqros mxolod ramdenimeze (raodenobrivi gansxvaveba).

modelis mixedviT atitudis Secvla aseve damokidebulia adamianis

motivaciasa da informaciis gadamuSavebis unarebze. metad motivirebuli
da unariani adamianebi ufro dawvrilebiT ganixilaven maT xelT
arsebul informacias, vidre naklebad motivirebuli da unariani
adamianebi

5
1. Zlier Zalisxmevis procesebi (high-effort processes)
wlebis manZilze mravali Zlieri Zalisxmevis procesi iqna Seswavlili.
zogi maTgani ganviTarda da daixvewa, sxvebi SedarebiT ucvleli darCa.
ELM-s mixedviT, es procesebi yvelaze Zlieri maSinaa, rodesac mocemuli
poziciis Seswavlis unarebi da motivacia maRalia.

am TavSi ganvixilavT mxolod gansakuTrebiT mniSvnelovan procesebs.

esenia: cnobis daswavla\miRebis procesebi, kognituri pasuxebi,
albaToba-logikuri\molodini-Rirebuleba procesebi, informaciis
integracia da kognituri disonansis Teoria.

cnobis daswavla\aRqma procesebi

sanam am midgomas ganvixilavdeT, mana, gavixsenoT damarwmunebeli
komunikaciis ccladebi; esenia: informaciis wyari, Tavad informacia
(cnoba, mesiji), informaciis mimRebi, informaciis gadacemis arxi.

makgairis mixedviT, atitudis Secvla informaciis gadamuSavebis Semdeg

safexurebzea damokidebuli: yuradReba (attention, ), gageba-mixvedra,
daswavla, miReba, da cnobisa da misi daskvnebis SenarCuneba (retention);
makgaris mixedviT, darwmuneba xSirad damikidebulia cnobis argumentebis
aRqmasa da maT daTanxmebaze. SeiZleba zogi cvladis gavleniT atitudi
naklebad Seicvalos, Tu aRqma rTuldeba an daTanxmebis albaToba
mcirdeba; e.i. arsebobs mTeli rigi cvladebi, romlebic gavlenas axdenen
rogorc informaciis aRqmaze (reception) aseve daTanxmebaze. situaciis
mixedviT, SeiZleba an aRqma an daTanxmeba gaxdes mniSvnelovani; mag: Tu
cnoba rTul, magram momxiblav argumentebs Seicavs, darwmunebaze yvlaze
metad afeqturi aRqma moaxdens gavlenas (adamianebis umravlesoba
eTanxmeba momxibvlel argumentebs), magram Tu cnonaSi mocemulia
susti da martivi argumentebi, yvelaze mniSvnelovani daTanxmebasTan
dakavSirebuli faqtorebi gaxdeba (ix. McGuire, 1968).

aseve, rodesac cnoba gaurkvevelia, kargad gasageb cnobasTan SedarebiT

darwmuneba mcirdeba (Eagly, 1974); an Tu cnobaSi mocemuli argumenetebi
Zalian sustia, cnobis gadamuSaveba bumerangis efeqts iwvevs.

6
aseve ganixilaven Tu cnobis damaxsovreba ra gavlenas axedns
darwmunebaze. es sakiTxi araerT kvlevaSi iqna Seswavlili. ufro
adreul kvlevebSi kavSiri cnobis gaxsenebasa da darwmunebas Soris
naklebad dasturdeboda (ix. Eagly & Chaiken, 1993). Tanamedrove kvlevebis
mixedviT ki, cnobis argumentebis daswavla an zustad gageba araa
aucilebeli darwmunebisaTvis; cnobis subieqturi aRqma ufro
mniSvnelovania, vidre cnobis realuri daswavla an gageba.

kvlevebis mixedviT cnobis gaxsenebasa da atituds Soris kavSiri

SedarebiT Zlieria, rodesac: a)cnobis eqspoziciis periodSi cnobis
gadamuSavebis albaToba SedarebiT dabalia; b) informaciis mimRebi
informaciis dawvrilebiTi ganxilvis gareSe ayalibebs atitudebs, ise
rom aranair martiv maniSnebels (magaliTad, eqspertuloba) iynebs. aseT
SemTxvevaSi mosalodnelia, rom adamiani daeyrdnoba im informacias, rac
mas axsovs.

msjeloba SeiZleba asaxevdes an informaciis ubralo evristikis

odenobas (rac metia gaxseneba, metia daTanxmeba) an efuZnebodes
informaciis yuradRebiT Sefasebas; Tu romels eqneba adgili, es
damokidebulia msjelobis dros gaxsenebuli informaciis gadamuSavebis
unarsa da motivaciaze.

2. susti Zalisxmevis procesebi

Tanamedrove midgomebiT, mTel rig SemTxvevebSi atitudis Secvla
Sesabamisi informaciis detaluri ganxilvisa da gansjis safuZvelze ar
xdeba. atitudis Secvla e.w. ”periferiulma” meqanizmebmac SeiZleba
gamoiwvion, romlebic ar saWiroeben atitudis obieqtis analizsa da
Sefasebas.

atitudis obieqtTan afeqtis dakavSireba

es sakiTxi moicavs klasikur ganpirobebasa da afeqtur dagruntvas. am
procesebma SeiZleba gavlena moaxdinos im obieqtebisadmi atitudebze,
romlTa Sesaxebac adamians naklebi informacia aqvs da atitudebi
informaciis gadamuSavebis gareSe Seicvalon.

7
klasikuri ganpirobeba
erT-erTi midgomis Tanaxmad, radgan atitudi daswavlili dispoziciaa
(Allport, 1935; Doob, 1947) atitudis Secvla SeiZleba klasikuri
ganpirobebulobis saSualebiT aqeftis obieqtTan dakavSirebiT moxdes.
atitudebi SeiZleba Seicvalos, Tu neitraluri obieqtebi im
stimulebTan gawyvildebian, romelTa mimarTac adamians ukve dadebiTi an
uaryofiTi damokidbuleba aqvs. magaliTad, aRmoCnda, rom sityvebis
(Staats & Staats, 1958), politikuri lozungebis (Razran, 1940) sxva adamianebis
(Griffitt, 1970), sakvebi produqtebisa (Gresham, & Shimp, 1985) da
damarwmunebeli cnobebis Sefaseba (Janis, Kaye & Kirschner, 1965) Sesustda,
zomieri gaxda, rodesac isini afeqtis gamomwvev stimulebTan gaawyviles
(arasasiamovno suni, temperatura, arasasiamovno, mkveTri xmebi;
sasiamovno suraTebi da sxav). aseve, neitraluri stimulebis dadebiT an
uaryofiT stimulebTan gawyvilebiT, am stimulebma SeiZleba dadebiTi an
uaryofiTi reaqciebi gamoiwvion.

afeqturi dagruntva
atitudis Secvlis erT-erT warmatebul gzas e.w “afeqturi dagruntva”
warmoadgens. magaliTad, erT-erT eqsperimentSi (Krosnick, Betz, Jussim & Lynn,
1992) cdis pirebis nawils uCvenebdnen qvecnobierad (subliminally) dadebiT
suraTebs (momRimari megobrebi), xolo meore nawils uaryofiT,
arasasiamovno suraTebs (gvelebi). aRmoCnda, rom suraTebis Cveneba
gavlenas axdenda Semdgom Sefasebaze; kerZod, pirveli jgufis cdis
pirebi samizne pirovnebas, romelic raime yoveldRiur aqtivobas
asrulbda, ufro dadebiTad afasebdnen, vidre meore jgufis cdis pirebi.
amdenad, afeqturi dagruntvisas atitudi icvleba maSin, rodesac
adamians obieqtis Sesaxeb umniSvnelo codna aqvs an saerTod ara aqvs da
informaciis gadamuSavebis albaToba dabalia (ix, Zayonc, 1998). Tumca
afeqtma SeiZleba maSinac Secvalos atitudebi, rodesac informaciis
gadamuSavebis albaToba maRalia, magram gansxvavebuli procesebiT.

evristikul\sistematuri modeli (heuristic\Systematic Model)

8
HSM-s ZiriTadi debulebis mixedviT, adamianebi cnobis Sefasebisas adre
daswavlil evristikas iyeneben. HSM darwmunebis mravlobiT procesebs
moicavs; am modelis erT-erT mniSvnelovan cvladi kognituri evristikaa.
rogorc Ceikeni miuTiTebs (Cheiken, 1980, 1987; Chaiken et al., 1981), bevri cnoba,
wyaro, Tu sxva maniSneblebi SeiZleba kognituri evristikiT Sefasdes,
rasac adamianebi warsuli gamocdilebiTa da dakvirvebebiT iZenen.
evristikis gamoyneba damokidebulia maT xelmisawvdomobaze.
HSM mixedviT, sistematuri gadamuSavebis albaToba izrdeba, roca
atitudSi darwmunebuloba (confidenc) sasurvel doneze dabalia; roca
realuri da sasurveli darwmunebuloba erTidaigivea, evristikuli
procesebis albaToba metia (magaliTad, adamianma eqspertuli wyaros
cnoba SeiZleba pirdapir miiRos Semdegi evristikis gavleniT “eqspertebi
Cveulebriv marTlebi arian”. Chaiken, 1980; Petty, Cacioppo & Goldman, 1981).
HSM-s mixedviT, rodesac cnobis gadamuSavebis unarebi da motivacia
izrdeba, izrdeba evristikuli gadamuSavebis albaTobac; HSM-s mixedviT
gadamuSaveba sul mcir ori gziT xdeba:1. Ceikenis da misi kolegebis
mixedviT, garkveul pirobebSi evristikulma gadamuSavebam SeriZleba
mikerZovebuli gaxados sistemturi gadamuSaveba (magaliTad, SeiZleba
adaminma miiRos evristika “eqspertebi sworebi arian” da ramac
ganapirobos cnobis dadebiTi gadamuSaveba). 2 e.w “sizustis motivebze”
damatebitT romlebic SedarebiT obieqtur gadamuSavebas ganapiriobeben,
orma sxva motivma (poziciis dacva da STabeWdilebis marTva)
mikerZovebuli sistematuri an evristikuli gadamuSavebiT SeiZleba
mikerZovebuli gadamuSaveba ganapirobos. magaliTad, rodesac dacvis
motivebi maRalia, adamianebi motivirebulni arian daicvan sakuTari
atitudebi mikerZovebuli sistematuri gadamuSavebiT an evristikiT
(Cheiken, Wood & Eacpy, 1996). ELM da HSM Soris arsebobs garkveuli
msgavseba, kerZod imaSi, rom atitudis Secvla SeiZleba gamoiwvios
sustma da Zlierma Zalisxmevis procesebma, romlebic SeiZleba iyos
SedarebiT obieqturi an mikerZovebuli.

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kognituri disonansis Teoria: qcevis gavlena xdens atitudebze

atitudebis Secvlis erT-erTi gzaa adamianis atitudebis Seusabamo

qcevis Sesruleba; am fenomenis axsnisaTvis mniSvnelovania kognituri
disonansis Teoriis gageba.

disonansis ZiriTadi debuleba sakmaod martivia. ori ilementi (an

kognicia) disonantur urTierTobaSia, Tu am oris calke ganxilvisas
erTi elementi meoredan gamomdinareobs. disonansi aris daZabuloba,
romelic individs ubiZgebs Seamciros disonansi da aRadginos
SeTanxmebuloba.
magaliTad, Tu adamians sjera, rom moweva mavnebelia da agrZelebs
mowevas, es ori kognicia disonansur urTierTobaSia. Tu adamians
mowevaze igive Sexedleba aqvs da wyvets mowevas, maSin kogniciers Soris
konsonanturi urTierTobebia da Tu adamians sjera rom moweva
mavnebelia da yovel kviras recxavs Tavis avtomanqanas, es elementebi
cxadia, rom irelevantur urTierTobebSi imyofebian (Reich & Adcock, 1976).
ori kognicia SeiZleba SeuTavsebeli aRmoCndes erTmaneTTan Cveni
warsuli gamocdilebis gamo, kulturuli standartebis, logikuri
SeuTavseblobis gamo da sxva.
dgeba sakiTxi: ra qmnis disonanss? adamianis winaSe dayenebul
arCevanis alternativebs TaviaanTi pliusebi da minusebi aqvT romelTa
Sefasebac gadawyvetilebis winare periodSi xdeba. gadaw- yvetilebis
miRebis Semdeg, miRebuli alternativis minusebi da ukugdebuli
alternativis pliusebi ukvalod ki ar qreba, aramed adamianis
cnobierebaSi fokusirdebian, rac sinanulis saxiT ganicdeba da rac
disonanss warmoSobs.
rac didia disonansi, miT metia misi reduqcirebis mcdeloba.
festinjeris (Festinger, 1957), brehemisa da kohenis (Brehm & Kohern, 1962)
kvlevebSi miTiTebulia, rom SeuZlebelia disonansis uSualo gazomva,
rom masze SeiZleba mivuTiTod mxolod cdis Sefasebis mixedviT.
gansakuTrebiT mniSvnelovania disonansis Semamcirebeli qcevis
dakvirveba da misi gazomva.

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 radgan Teoria umTavresad Seexeba movlenebis kognitur
reprezentaciebsa da ara Tavad movlenebs, amitomac kogniciis reduqcia
xdeba kogniciis SecvliT da ara Tavad movlenebis SecvliT; Tumca es
imas ar niSnavs, rom movlenebi fizikuri samyarosagan mowyvetilad da
maTgan damoukdeblad arseboben. misi mixedviT, garemoseuli kognicia
ufro mtkicea cvlilebebsadmi, vidre qceviseuli kognicia; cxadia,
ufro advilia SevcvaloT rwmena, imis Sesaxeb Tu ra unda gavakeToT,
vidre realoba, aseve ufr advilia qcevis Secvla, vidre realobis. aseve,
radgan disonansis mdgomareobaSi adamianebi motivirebulebi arian rom
miiRon garkveuli Sedegi, amitomac informaciis aqtiuri gadamuSaveba
mikerZoebuli iqneba.
disonansis Semcirebis an moxsnis garda adamianma SeiZleba Tavi
aaridos disonansis gazrdas, an saerTod xvdomilebas. magaliTad,
disonanturi informaciidan Tavis arideba xdeba, maSin, rodesac
adamiani msjelobas iwyebs im adamianTan, rimelic fiqrobs, rom mas
daeTanxmeba, magram gaurbis imaTTan msjelobas, vinc mas ar
daeTanxmebian.
disonansi, qvemoT mocemuli saxeebidan SeiZleba erT-erTiT
Semcirdes:
1. miRebuli gadawyvetilebis Secvla. magaliTad, adamiani SeiZleba iseT
informacias waawydes, romelic gadawyvetilebis miRebas Secvlis.
2 atitudebis Secvla; arCeuli alternativis mimzidvelobis gazrda da
ukugdebuli alternativis mimzidvelobis Semcireba.
3. disonantur elementebs Soris kognituri Tanxvedris gazrda.

brehmma (Brehm, 1965) eqsperimentulad Seamowma hipoTeza imis Sesaxeb,

rom Aa) disonansi uaryofili alternativis mimzidvelobiT Semcirdeba
da b) Sesabamisi informaciis gamomJRavneba, gadawyvetilebis miRebis
Semdeg disnonsis reduqcias iwvevs.
SeiZleba disonansis laboratoriul pirobebSi Seqmna, Tu adamians
mis atitudebTan arakonsistentur qcevas SevasrulebinebT (Brehm & Cohen,
1962). disonansis gamowvevis erT-erTi popularuli formaa adamians ara
mxolod atitudebTan inkonsistenturi qcevis SevasrulebinoT, aramed
CavayenoT arCevanis pirobebSi da mivceT mcire jildo (Zanna & Copper,

11
1974). magaliTad, erT-erT kvlevaSi cdis pirebs asrulebinebdnen
mosawyen amocanas da Semdegi cdis pirebisaTvis aTqmevinebdnen, rom
davaleba saintereso iyo. nawils aZlevdnen SedarebiT mniSvnelovan
jildos (20 dolari), xolo meore nawils umniSvnelos (1 dolari).
rodesac mogvianebiT cdis pirebs ekiTxebodnen, Tu realurad ramdenad
saintereso iyo amocana, mcire gasamrjelos individebi ufro
sainteresod afasebdnen, vidre isini, romelTac meti gasamrjelo miiRes.
es fenomeni mraval sxva kvlevaSic Seiswavles. magaliTad, aRmoCnda,
rom adamianebs metad moswondaT egzotikuri sakvebi, rac ufro
arasasiamovno adamiani sTavazobda mis gasinjvas (Zimbardo, Weisenberg,
Firestone & Hevy, 1965), aseve, adamiani or obieqts ufro diskrepantulad
afasebda arCevanis gakeTebis Sendeg, vidre arCevanis gakeTebamde.
arCevanis Semdeg mikerZoebuli kognituri aqtivoba arCeul mosazrebas
metad mosawons xdida, xolo uaryofils-naklebad mosawons (Brehm, 1966).
disonansis sferoSi Catarebuli kvlevebiT dadginda, rom
disonansTan dakavSirebuli uaryofiTi grZnobebi SeiZleba Seicvalos
rogorc pirdapir, aseve arapirdapir (iribad), raime saSualebiT,
romelic naklebad arasasiamovno grZnobebs gamoiwvevs. adamianma
SeiZleba Seamciros disonansi Tu arasasiamovno grZnobebs miawers
iseT droebiT wyaros, rogoricaa, magaliTad abebi (Fried & Aronson, 1995;
Zanna & Cooper, 1974); SeiZleba disonansi Semcirdes alkoholiT (Steele,
Southwick & Critchlow, 1982), mxiaruli filmis yurebiT (Cooper, Fazio &
Rhodewaldt, 1978) da sxva. erT-erT kvlevaSi cdis pirebs SeeZloT aerCiaT
disonansis Semcirebis forma. aRmoCnda, rom isini pirdapir formas
upiratesobas aniWebdnen, da irib formas mxolod maSin iyenebdnen, Tu
sxva alternativa ar hqondaT (Stone, Weigard, Cooper & Aronson, 1997).
unda aRiniSnos, rom arakonsistenturi qceva yovelTvis ar iwvevs
disonanss. amis erT-erTi mizezi isaa, rom yvela adamians ara aqvs
konsistentobis moTxovnileba (Cialdini, Trost & Newsom, 1995). mkvlevarebma
eWvqveS dayenes festinjeris mosazreba, rom arakonsistentoba
adamianebSi diskomforts iwvevs da win wamowies uaryofiT Sedegebze
pasuxismgeblobis sakiTxi. magaliTad Tu eqsperimentis momlodine cdis
pirebs vetyviT, rom mosawyeni amocana sainteresoa da situacia
aranairadaa saziano disonanss ar eqneba adgili, magram Tu saziano

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Sedegis albaToba didia (cdis piri daTanxmda eqsperimentSi
monawileobis miRebas da ar darCa gamocdis mosamzadeblad) adgili
eqneba disonanss da atitudi amocanis Sedegis Sesatyvisad Seicvleba
(ix. calder, Ross & Insko, 1973). sxva midgomiT arakonsistenturoba maSin
yalibdeba Tu igi moicavs adamianis “me”-s arsebiT mxareebs an
emuqrebodes mis dadebiT me-koncefcias (Aronson, 1969; Greenwald & Ronis,

13