3社会调查的问卷设计unit.pdfVIP

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Attitude Questions Attitudes Attitudinal Questions •  Not verifiable by external observation or records
 (at least in theory) •  Asking about subjective psychological state –  Attitudes (Evaluative component) •  For each statement, tell me whether you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree. “People in my neighborhood generally get along with each other.” Attitudinal Questions •  Not verifiable by external observation or records
 (at least in theory) •  Asking about subjective psychological state –  Attitudes (Evaluative component) –  Beliefs (Cognitive component) •  How healthy is pizza on the following dimensions? Attitudinal Questions •  Not verifiable by external observation or records
 (at least in theory) •  Asking about subjective psychological state –  Attitudes (Evaluative component) –  Beliefs (Cognitive component) –  Behavioral intentions (Behavioral component) •  In the next 6 months, how likely is it that you will buy a car? Traditional Views on Attitudes •  “An attitude is an enduring positive or negative feeling about some , object, or issue” (Petty and Cacioppo, 1981, p. 7) •  “A psychological tendency that is expressed by •  evaluating a particular entity with some degree of favor or disfavor” (Eagly Chaiken, 1993; 2007) had a positive attitude about work.” –  The inclusion of direction (“valence”): Positive versus negative –  The singular expression: A “feeling,” implying unidimensionality Traditional Views on Attitudes (2) •  Attitudes are Pre-existing •  Retrievable (“file-drawer” by Wilson and Hodges, 1992) –  Automatic activation of attitudes (Fazio et al., 19

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