Attitudes, Values & Beliefs - 7

8/8/2019 Attitudes, Values & Beliefs - 7

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ATTITUDE, BELIEFSATTITUDE, BELIEFS

& VALUES& VALUES


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Major Variables inMajor Variables in

Behavior ChangeBehavior Change

KnowledgeKnowledge

SkillsSkillsBeliefsBeliefs

AttitudesAttitudes

ValuesValues


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Knowledge:Knowledge:An intellectual acquaintance withAn intellectual acquaintance with

facts, truth, or principles gained by sight,facts, truth, or principles gained by sight,experience, or report.experience, or report.

SkillsSkills : The ability to do something well, arising: The ability to do something well, arising

from talent, training, or practice.from talent, training, or practice.

BeliefBelief: Acceptance of or confidence in an: Acceptance of or confidence in analleged fact or body of facts as true or rightalleged fact or body of facts as true or right

without positive knowledge or proof; a perceivedwithout positive knowledge or proof; a perceived

truth.truth.

AttitudeAttitude: Manner, disposition, feeling, or position: Manner, disposition, feeling, or position

toward a person or thing.toward a person or thing.

Values:Values: Ideas, ideals, customs that arouse anIdeas, ideals, customs that arouse an

emotional response for or against them.emotional response for or against them.


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Categories of BeliefCategories of Belief

Perceived SeriousnessPerceived Seriousness

Perceived SusceptibilityPerceived Susceptibility

Perceived BenefitsPerceived Benefits

Perceived BarriersPerceived Barriers


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Belief ModelBelief Model

Perceived SeriousnessPerceived Seriousness

Perceived SusceptibilityPerceived Susceptibility

Perceived BenefitsPerceived Benefits

Perceived BarriersPerceived Barriers

Demographic &

Socio-psychological

Variables

Perceived threat

Cues to Action

InformationReminders

Persuasive

communications

Experience

Likelihood of

Taking Positive

Action


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Categories of BeliefCategories of Belief

Seriousness

Relative severity of the problem.

Susceptibility

Nature and intensity of perceptions affect willingness to takepreventive action.

Benefits

Anticipated value of the recommended course of action.

Must believe recommended action will do good if they are to comply.

Barriers

Perception of negative consequences

Greatest predictive value of whether behavior will be practiced.


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Values, Attitudes, and Their EffectsValues, Attitudes, and Their Effects

in the Workplacein the Workplace

1.1. What are values?What are values?

2.2. How can we understand values acrossHow can we understand values across

cultures?cultures?

3.3. What are attitudes and why are theyWhat are attitudes and why are they

important?important?


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ATTITUDEATTITUDE

AN ENDURINGAN ENDURINGDISPOSITION TODISPOSITION TO

CONSISTENTLY RESPONDCONSISTENTLY RESPONDIN A GIVEN MANNERIN A GIVEN MANNER


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Attitude is everything to personal and professionalsuccess. It colors our vision of how we see theworld and other people. Attitude affects ourbeliefs and our behavior. It impacts teamwork,

customer relations, motivation and the ability todeal with change. Attitude makes the differencebetween a pleasant working environment and aplace we dread to go.

Hire for attitude, train for skill -Barbara

Bartlein,


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THREE COMPONENTS OF ANTHREE COMPONENTS OF AN

ATTITUDEATTITUDEAFFECTIVEAFFECTIVE

COGNITIVECOGNITIVE

BEHAVIORALBEHAVIORAL


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AFFECTIVEAFFECTIVE

THE FEELINGS ORTHE FEELINGS OR

EMOTIONS TOWARD ANEMOTIONS TOWARD ANOBJECTOBJECT


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COGNITIVECOGNITIVE

KNOWLEDGE AND BELIEFSKNOWLEDGE AND BELIEFS


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BEHAVIORALBEHAVIORAL

PREDISPOSITION TO ACTIONPREDISPOSITION TO ACTION

INTENTIONSINTENTIONS

BEHAVIORAL EXPECTATIONSBEHAVIORAL EXPECTATIONS


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Do attitudes predict behavior?Do attitudes predict behavior?

There is evidence that attitudes DOThere is evidence that attitudes DONOT predict behavior very well!NOT predict behavior very well!

Are attitudes useless? NO!Are attitudes useless? NO!

Situation may influence link betweenSituation may influence link betweenattitude and behaviorattitude and behavior


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WHEN will attitudes predict behavior?WHEN will attitudes predict behavior?

When attitude and behavior areWhen attitude and behavior are

measured at the same level ofmeasured at the same level ofspecificityspecificity Predict jogging behavior? MeasurePredict jogging behavior? Measure

attitude toward jogging not attitudeattitude toward jogging not attitudetoward health and fitnesstoward health and fitness


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When attitude is more immediate orWhen attitude is more immediate orsalient (selfsalient (self--awareness)awareness) Cheating studyCheating study all said cheating is wrongall said cheating is wrong

No mirrorNo mirror 71% cheated71% cheated

MirrorMirror 7% cheated7% cheated

Affirmative action studyAffirmative action study


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Minimize other influences onMinimize other influences on

behaviors and expressed attitudesbehaviors and expressed attitudes(reduce social desirability)(reduce social desirability) Bogus pipeline studiesBogus pipeline studies

When attitude is personallyWhen attitude is personallyrelevantrelevant Housing shortage studyHousing shortage study


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WHERE do attitudes come from?WHERE do attitudes come from?

Attitudes can follow from (or areAttitudes can follow from (or are

the result of) behaviorthe result of) behavior we arewe aremotivated to justify ourselvesmotivated to justify ourselves


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Why does behavior influenceWhy does behavior influence

attitudes?attitudes?

COGNITIVE DISSONANCE:COGNITIVE DISSONANCE: thethefeeling of discomfort that arisesfeeling of discomfort that arisesfrom holding two or morefrom holding two or moreinconsistent cognitionsinconsistent cognitions

We have a need to be consistent!We have a need to be consistent!


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How can we reduce discomfort causedHow can we reduce discomfort caused

by dissonance?by dissonance?

Change the behaviorChange the behavior

Change the attitudeChange the attitude

Add new cognitionsAdd new cognitions


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W

hy does behavior influence attitudes?W

hy does behavior influence attitudes?

We may generate attitudes thatWe may generate attitudes that

make our behaviors seem rationalmake our behaviors seem rationaland justified.and justified.

Cult Observation StudyCult Observation Study


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MEASURING ATTITUDESMEASURING ATTITUDES

RANKINGRANKING

RATINGRATING

SORTINGSORTING

CHOICECHOICE


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The Attitude MeasuringThe Attitude Measuring

ProcessProcessRANKINGRANKING -- Rank order preferenceRank order preference

RATINGRATING -- Estimates magnitude of aEstimates magnitude of acharacteristiccharacteristic

SORTINGSORTING -- Arrange or classifyArrange or classifyconceptsconcepts

CHOICECHOICE-- Selection of preferredSelection of preferred

alternativealternative


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Ranking tasks require that theRanking tasks require that therespondent rank order a smallrespondent rank order a smallnumber of objects in overallnumber of objects in overall

performance on the basis of someperformance on the basis of somecharacteristic or stimulus.characteristic or stimulus.


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Rating asks the respondent toRating asks the respondent toestimate the magnitude of aestimate the magnitude of acharacteristic, or quality, that ancharacteristic, or quality, that an

object possesses. The respondentsobject possesses. The respondentsposition on a scale(s) is where he orposition on a scale(s) is where he orshe would rate an object.she would rate an object.


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Sorting might present the respondentSorting might present the respondentwith several concepts typed on cardswith several concepts typed on cardsand require that the respondentand require that the respondentarrange the cards into a number ofarrange the cards into a number ofpiles or otherwise classify thepiles or otherwise classify theconcepts.concepts.


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Choice between two or moreChoice between two or morealternatives is another type of attitudealternatives is another type of attitudemeasurementmeasurement -- it is assumed that theit is assumed that thechosen object is preferred over thechosen object is preferred over theother.other.


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Physiological measures of attitudesPhysiological measures of attitudesprovide a means of measuring attitudesprovide a means of measuring attitudeswithout verbally questioning thewithout verbally questioning therespondent. for example, galvanic skinrespondent. for example, galvanic skinresponses, measure blood pressure etc.responses, measure blood pressure etc.


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Simple Attitude ScalingSimple Attitude Scaling

In its most basic form, attitude scalingIn its most basic form, attitude scalingrequires that an individual agree with arequires that an individual agree with astatement or respond to a singlestatement or respond to a singlequestion. This type of selfquestion. This type of self--rating scalerating scalemerely classifies respondents into onemerely classifies respondents into oneof two categories;of two categories;


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SIMPLIFIED SCALINGSIMPLIFIED SCALING

EXAMPLEEXAMPLETHE Prime Minister SHOULD RUN FOR RETHE Prime Minister SHOULD RUN FOR RE--

ELECTIONELECTION

_______AGREE_______AGREE ______ DISAGREE______ DISAGREE


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Category ScalesCategory Scales

A category scale is a more sensitiveA category scale is a more sensitivemeasure than a scale having only twomeasure than a scale having only tworesponse categoriesresponse categories -- it provides moreit provides moreinformation.information.

An extremely important factor in theAn extremely important factor in theusefulness of these scales is that theusefulness of these scales is that the

questions work.questions work.


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EXAMPLE OF CATEGORYEXAMPLE OF CATEGORY

SCALESCALEHow important were the following in your decision to visitHow important were the following in your decision to visitMysore (check one for each item)Mysore (check one for each item)VERYVERY SOMEWHATSOMEWHAT NOT TOONOT TOO

IMPORTANTIMPORTANT IMPORTANTIMPORTANT IMPORTANTIMPORTANT

CLIMATECLIMATE ______________________ ______________________ ______________________

COST OF TRAVELCOST OF TRAVEL ______________________ ______________________ ______________________

FAMILY ORIENTEDFAMILY ORIENTED ______________________ ____________________________________________

EDUCATIONALEDUCATIONAL

/HISTORICAL ASPECTS _________/HISTORICAL ASPECTS _________ ____________________________________________

FAMILIARITY WITHFAMILIARITY WITH


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Method of Summated Ratings:Method of Summated Ratings:

The Likert ScaleThe Likert Scale An extremely popular means forAn extremely popular means formeasuring attitudes. Respondentsmeasuring attitudes. Respondentsindicate their own attitudes by checkingindicate their own attitudes by checkinghow strongly they agree or disagreehow strongly they agree or disagreewith statements.with statements.

Response alternatives: strongly agree,Response alternatives: strongly agree,

agree, uncertain, disagree, andagree, uncertain, disagree, andstrongly disagree.strongly disagree.


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LIKERT SCALE FORLIKERT SCALE FORMEASURING ATTITUDESMEASURING ATTITUDES

TOWARD TENNISTOWARD TENNISIt is more fun to play a tough, competitiveIt is more fun to play a tough, competitivetennis match than to play an easy one.tennis match than to play an easy one.

___Strongly Agree___Strongly Agree___Agree___Agree

___Not Sure___Not Sure

___Disagree___Disagree___Strongly Disagree___Strongly Disagree


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LIKERT SCALE FOR MEASURINGLIKERT SCALE FOR MEASURINGATTITUDES TOWARD TENNISATTITUDES TOWARD TENNIS

ContinuedContinued

Playing tennis is a great way toPlaying tennis is a great way toexercise.exercise.

___Strongly Agree___Strongly Agree

___Agree___Agree

___Not Sure___Not Sure

___Disagree___Disagree

___Strongly Disagree___Strongly Disagree


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SEMANTIC DIFFERENTIALSEMANTIC DIFFERENTIAL

SCALES FOR MEASURINGSCALES FOR MEASURINGATTITUDES TOWARD TENNISATTITUDES TOWARD TENNIS

ExcitingExciting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm___ : ___ : ___ : ___ : ___ : ___ : ___ : Calm

Interesting ___ : ___ : ___ : ___ : ___ : ___ : ___ : DullInteresting ___ : ___ : ___ : ___ : ___ : ___ : ___ : Dull

SimpleSimple___ : ___ : ___ : ___ : ___ : ___ : ___ Complex___ : ___ : ___ : ___ : ___ : ___ : ___ Complex

PassivePassive___ : ___ : ___ : ___ : ___ : ___ : ___ Active___ : ___ : ___ : ___ : ___ : ___ : ___ Active


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Numerical ScalesNumerical Scales

Numerical scales have numbers asNumerical scales have numbers asresponse options, rather than semanticresponse options, rather than semanticspace or verbal descriptions, to identifyspace or verbal descriptions, to identifycategories (response positions).categories (response positions).


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Stapel ScalesStapel Scales

Modern versions of the Staple scale place aModern versions of the Staple scale place asingle adjective as a substitute for thesingle adjective as a substitute for thesemantic differential when it is difficult tosemantic differential when it is difficult to

create pairs of bipolar adjectives.create pairs of bipolar adjectives.

The advantage and disadvantages of aThe advantage and disadvantages of a

Stapel scale, as well as the results, are veryStapel scale, as well as the results, are verysimilar to those for a semantic differential.similar to those for a semantic differential.However, the Stapel scale tends to beHowever, the Stapel scale tends to beeasier to conduct and administer.easier to conduct and administer.


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A Stapel Scale for MeasuringA Stapel Scale for Measuring

a Stores Imagea Stores ImageDepartmentDepartment

Store NameStore Name

+3+3+2+2

+1+1

Wide SelectionWide Selection--11

--22

--33


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Select a plus number for words that youSelect a plus number for words that you

think describe the store accurately. thethink describe the store accurately. themore accurately you think the workmore accurately you think the workdescribes the store, the larger the plusdescribes the store, the larger the plusnumber you should choose. Select a minusnumber you should choose. Select a minus

number for words you think do notnumber for words you think do notdescribe the store accurately. The lessdescribe the store accurately. The lessaccurately you think the word describesaccurately you think the word describesthe store, the large the minus number youthe store, the large the minus number you

should choose, therefore, you can selectshould choose, therefore, you can selectany number from +3 for words that youany number from +3 for words that youthink are very accurate all the way tothink are very accurate all the way to --33for words that you think are veryfor words that you think are veryinaccurate.inaccurate.


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Behavioral differential: the behavioralBehavioral differential: the behavioraldifferential instrument has been developed fordifferential instrument has been developed formeasuring the behavioral intentions of subjectsmeasuring the behavioral intentions of subjectstowards any object or category of objects. Atowards any object or category of objects. Adescription of the object to be judged is placeddescription of the object to be judged is placedon the top of a sheet, and the subjects indicateon the top of a sheet, and the subjects indicatetheir behavioral intentions toward this object ontheir behavioral intentions toward this object ona series of scales. For example:a series of scales. For example:

A 25A 25--year old woman sales representativeyear old woman sales representative

Would ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would NotWould ___ : ___ : ___ : ___ : ___ : ___ : ___ : Would Not

Ask this person for advice.Ask this person for advice.


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Paired Comparisons:Paired Comparisons:

In paired comparisons the respondents areIn paired comparisons the respondents arepresented with two objects at a time andpresented with two objects at a time andasked to pick the one they prefer. Rankingasked to pick the one they prefer. Ranking

objects with respect to one attribute isobjects with respect to one attribute isnot difficult if only a few products arenot difficult if only a few products arecompared, but as the number of itemscompared, but as the number of itemsincreases, the number of comparisonsincreases, the number of comparisons

increases geometrically (n*(nincreases geometrically (n*(n --1)/2). If the1)/2). If thenumber of comparisons is too great,number of comparisons is too great,respondents may fatigue and no longerrespondents may fatigue and no longercarefully discriminate among them.carefully discriminate among them.


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Divide 100 points among each of theDivide 100 points among each of the

following brands according to yourfollowing brands according to yourpreference for the brand:preference for the brand:

Brand A _________Brand A _________

Brand B _________Brand B _________

Brand C _________Brand C _________


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Graphic Rating ScalesGraphic Rating Scales

A graphic rating scale presentsA graphic rating scale presentsrespondents with a graphic continuum.respondents with a graphic continuum.


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Graphic Rating Scale StressingGraphic Rating Scale Stressing

Pictorial Visual CommunicationsPictorial Visual Communications

3 2 1Very VeryGood Poor


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THE GOAL OF MEASUREMENTTHE GOAL OF MEASUREMENTVALIDITYVALIDITY


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Reliability and Validity onReliability and Validity on

TargetTarget

Old Rifle New Rifle New Rifle SunglareLow Reliability High Reliability Reliable but Not

Valid(Target A) (Target B) (Target C)

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Attitudes, Values & Beliefs - 7