Attitude measurement

It is generally a good Attitude measurement to use projective tests as part of an overall test battery. For example, the Implicit Association Test IAT examines the strength between the target concept and an attribute element by considering the latency in which a person can examine two response keys when each has two meanings.

More complicated still, people may not even be consciously aware that they hold biased attitudes. Central values tend to establish our identity and gain us social approval thereby showing us who we Attitude measurement, and what we stand for.

Likert did not depend only on the subjective judgements of the individuals, like Thurstone. A Likert scale taps agreement or disagreement with a series of belief statements.

Explicit attitudes that develop in response to recent information, automatic evaluation were thought to reflect mental associations through early socialisation experiences. The nature of the message plays a role in persuasion. Finally, some figure drawing tests are used as part of the diagnostic procedure for specific types of psychological or neuropsychological impairment, such as central nervous system dysfunction or mental retardation.

The major source characteristics are expertise, trustworthiness and interpersonal attraction or attractiveness. They may not well tell about their true attitudes, but answer in a way that they feel socially acceptable. The concept of social distance was given prominence by Katz and Allport under the guidance of Gallet and Bogardus.

Projective Techniques To avoid the problem of social desirability, various indirect measures of attitudes have been used. Since we cannot see into the brain, various models and measurement tools have been constructed to obtain emotion and attitude information.

The Scale Discriminating Technique: A projective test is involves presenting a person with an ambiguous i.

Attitude (psychology)

Emotional appeals are commonly found in advertising, health campaigns and political messages. To prepare a semantic differential scale, you must first think of a number of words with opposite meanings that are applicable to describing the subject of the test.

This priming can show attitudes the person has about a particular object. Then, these statements are served to new groups of subjects. They tend not to be strongly associated with each other, although in some cases they are. In the central route to persuasion the individual is presented with the data and motivated to evaluate the data and arrive at an attitude changing conclusion.

Others are discarded because of ambiguity. Using this information we can see if a persons feeling evaluation towards an object is consistent with their behavior. Explicit[ edit ] Explicit measures tend to rely on self-reports or easily observed behaviors.

As the EPPM suggests, there is an optimal emotion level in motivating attitude change. He also constructed his scale on the basis of the inter correlation found between items and retained only those items having higher interrelationship.

Recent examples include no-smoking health campaigns and political campaign advertising emphasizing the fear of terrorism. In most cases, figure drawing tests are given to children. An example would concern attitudes toward a controversial political issue.

One such trait is intelligence - it seems that more intelligent people are less easily persuaded by one-sided messages. It is a very laborious procedure and perhaps because of that the scale discrimination technique has not been used in a large scale in psychological researches for the measurement of attitude.

The House-Tree-Person HTP test, created by Buck inprovides a measure of a self-perception and attitudes by requiring the test taker to draw a house, a tree, and a person. The test can be used to evaluate children and adolescents for a variety of purposes e.

This concept was seen as the "Mere-Exposure Effect".Psychology Definition of ATTITUDE MEASURE: a procedure in which individuals' attitudes and responses are assigned quantitative values. Several broad categories of.


This is why, Thurstone’s scale has been accepted and used widely by various researches for attitude measurement. The scale is prepared in the following manner. 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).

Attitude Measurement

For example, you might like horses - thus, your attitude towards horses has. An attitude scale is designed to provide a valid, or accurate, measure of an individual’s social attitude.

However, as anyone who has every “faked” an attitude scales knows there are shortcomings in these self report scales of Saul Mcleod. This presentation was part of my graduate school studies.

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.

Attitude measurement
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