Professional Documents
Culture Documents
Attitude
* causes individual phenomena (motivates behavior /
attitude consistent behavior, selective perception)
* Causes societal phenomena (so it underlies social
conflict/social issues)
Attitude : Importance
S O R
STIMULUS ORGANISM RESPONSE
observable inferred/latent observable
(IV) (intervening state) (DV)
degree of:
- abstractions - goodness or badness
- concrete objects - approval/disapproval
- favor/disfavor
- liking/disliking
Popular attitude - approach/avoidance
objects: - attraction/aversion
1. social policies (a point along a
2. ideologies bipolar continuum,
3. social groups extreme + to extreme -)
Attitude Explains Covariation of S & R
- inferred state
- accounts for the
covariation
between S & R
[ the attitude object (S)
and the evaluative
response (R) ]
Attitudes as Evaluative
* responses differ in direction (positive to negative)
* responses differ in intensity (strong, moderate, slight)
* responses measured along a bipolar continuum
from extremely positive to extremely negative, including a
neutral point