第六章 态度及其改变

Outlines：

WHAT ATTITUDES ARE STRUCTURE OF ATTITUDES ATTITUDE MEASURES ATTITUDE FUNCTIONS CHARACTERISTICS OF ATTITUDES ATTITUDE FORMATION ATTITUDES AND BEHAVIOR ATTITUDE CHANGE

According to the expectancy-value model, beliefs have less impact on attitudes when they are less certain. This reasoning is frequently summarized in a well-known equation:

Results indicate that there are at least moderate correlations between attitudes and the expectancy-value products (e.g., Budd, 1986; van der Pligt & de Vries, 1998).（也是受到一个中度相关论据的支 持）
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What Are Attitudes?

The study of attitudes has been of fundamental concern to social psychologists throughout the history of the field.（态度一直 是社会心理学研究的基础和核心的内容） In order to study and measure attitudes, social psychologists need a clear and careful definition of the term.（为了研究和测量态度， 我们需要给态度一个明确而清晰的定义）
Reconciling the Three-Component and BeliefBased Models（两种模型的整合）

The Dimensionality of Attitudes
Unidimensional Model（一维模型） uni-表示“单一”之义 Bidimensional Model（二维模型）
A =∑biei,


A is the total attitude toward the attitude object, bi is the subjective belief that the object possesses attribute（特征） i (e.g., the probability that recycling helps the environment)（对事件的主观信念） ei is the evaluation of attribute（特征） i (e.g., the positive value attached to the environment).

When they define attitudes, social psychologists focus on the tendency to like or dislike an attitude object or behavior. That is, attitudes are defined as tendencies to evaluate objects, issues, or persons favorably or unfavorably (Bem, 1970; Eagly & Chaiken, 1993; Fazio, 1990; Olson & Zanna, 1993; Petty, Wegener, & Fabrigar, 1997; Wood, 2000).
第六章 态度及其改变
The ultimate determinant in the struggle now going on for the world will not be bombs and rockets but a test of wills and ideas—a trial of spiritual resolve: the values we hold, the beliefs we cherish and the ideals to which we are dedicated. —Ronald Reagan

To some extent, the unidimensional model is supported by findings that unidimensional measures of attitude exhibit substantial criterion validity. That is, semantic differential and Likert scales yield attitude scores that predict behavior (Ajzen & Fishbein, 1977; Kraus, 1995).（在某种程度说，很多测量结果 是支持一维模型的，对一维模型的测量也达到 一个稳定规范的效度）
STRUCTURE OF ATTITUDES

Understanding the mental structure of attitudes is potentially as important to attitude research as identifying the structure of DNA was to biological research. Uncovering the internal structure of attitudes can facilitate our understanding of how attitudes form, strengthen, and change.（揭 示态度的内部结构能更好的理解态度的形成， 态度的强度以及态度的改变）
Attitude Content: Three-component Model




The three-component model hypothesizes that attitudes express people‘s beliefs, feelings, and past behaviors regarding the attitude object (Zanna & Rempel,1988).（态 度人的信念，情感以及过去行为的表达） e.g., ice cream is good. ice cream is fattening ice cream makes me relaxed I buy ice cream often.

Unidimensional Model

The traditional perspective regards attitudes as being unidimensional evaluations, which express sentiments（情感） ranging from extreme unfavorability toward the attitude object to extreme favorability toward the attitude object.（只有一个尺度喜欢-------不喜 欢） (a) favorability, (b) unfavorability, (c) neither favorability noupport of the three-component model, research has found that people‘s beliefs, feelings, and behaviors toward an attitude object are moderate correlations.（态度在这三个维度上是中度相关的） For example, Breckler (1984) found that people‘s beliefs, feelings, and behaviors toward snakes were moderately correlated when the components were assessed using verbal and nonverbal measures in a context in which a snake was present.（比如， Breckler从三个维度上来评价人们对蛇的态度，用的是 言语和非言语的测量方法）
Belief-Based Attitudes以信念为基
础的态度


It is also possible to view attitudes as evaluative responses to an object that are influenced by beliefs alone (e.g., McGuire, 1960; Wyer, 1970). For example, a message might argue that it is good to reduce waste, and therefore that people should recycle waste.（认为对事物做出评价反应的态度是仅 受信念影响的,比如对环保的态度） The notion that attitudes reflect the acceptance or rejection of evaluative premises is central to the wellknown expectancy-value perspective on attitudes (e.g., the theory of reasoned action; Fishbein & Ajzen, 1975).（以这种态度结构为基础的就是著名的期望-价 值模型）