1. Ch 6: Attitudes Part 1: Oct. 5, 2011

2. Attitude defined: 3 dimensions of attitudes – Affect – Behavior – Cognition – How can we assess attitudes?

3. Attitude Assessment The problem: Our attitudes don’t always match our behaviors – LaPiere’s early study of self-reported prejudice & observed discrimination – results? – Fishbein & Ajzen’s research: see Fig 6.4 1) Principle of Aggregation – What is most effective? 2) Level of Specificity – Importance of level of measurement of attitudes & behaviors

4. Fishbein & Ajzen’s model (cont.) – Importance of social norms & control – What is the best predictor of a behavior? Alternatives to self-reports: – Covert measures Facial assessments Implicit Attitude Tests

5. Role Playing Stanford Prison Experiment (SPE) as example… – Details of the study How participants were recruited – How participants were assigned to ‘guard’ or ‘prisoner’- How participants were treated – Situation  authority differences and anonymity

6. Differences in groups’ behaviors by Day 2: – Guards: – Prisoners: How/why did the experiment end? Main Results from the SPE: – 1) – 2) – 3)