MAP603-eL7

IDOL Institute of Distance and Online Learning 1 IDOL Institute of Distance and Online Learning ENHANCE YOUR QUALIFICATION ADVANCE YOUR CAREER. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL 2 Institute of Distance and Online Learning SOCIAL PSYCHOLOGY M.A SOCIAL PSYCHOLOGY Course Code: MAP603 Semester: First E-Lesson: 7 Unit: 9 https://images.app.goo.gl/9ii34LvmeuFanJZGA www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL SOCIAL PSYCHOLOGY Institute of Distance and Online Learning 33 OBJECTIVES INTRODUCTION  1.Emphasize acquisition of knowledge beyond In this unit we are going to learn about the mere memorization of facts.  direct and indirect measures used for 2. Understanding of and ability to use certain measurement of attitude.  fundamental concepts and principles involved in  Unit also highlight how attitudes can change  via cognitive dissonance, persuasive human behavior. communication and emotions  3. It will also provide an awareness of the major problems and issues in the discipline of social psychology.  4. Enable students to understand the forces that create group differences in patterns of social behavior, understand and tolerate the. www.cuidol.in Unit-1(BAQQ110011)) INASlTlITrUigThEt OarFeDrIeSsTAerNvCeEdAwNitDhOCNUL-INDEOLLEARNING

IDOL TOPICS TO BE COVERED Institute of Distance and Online Learning 4 > Measurement of attitudes SOCIAL PSYCHOLOGY • Direct measurement • Indirect measurement > Theories of attitude change •Cognitive Dissonance •Persuasive communication • Emotions and attitude change https://images.app.goo.gl/ibaW7YhjJ7LmSLJV6 www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning 5 A. Direct measurement: Direct measure is used as basis to understand the attitude of an individual. It is done with the help of standardized measures to attitude towards a particular situation or object. Under this measure likert scale, Guttman scale, thurstone scale and Semantic differential scale. A. Indirect measurement Indirect methods typically involve the use of a projective test. A projective test is involves ambiguous or incomplete presentation of a stimulus to the individual. The person needs to interpret the stimulus that is being provided from which the person’s attitude is understood from their interpretation of the ambiguous or incomplete stimulus. To avoid the problem of social desirability, various indirect measures of attitudes have been used. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning A.Direct measurement: 6 I. LIKERT SCALE: The scale was developed by Rensis Likert. Ø It is of ordinal type, they enable one to rank attitudes, but not to measure the difference between attitudes. Ø The Likert scale lists a set of possible answers with anchors on each extreme. For example, 1 = strongly disagree, 7 = strongly agree. Ø To determine attitudes toward of people towards gay-lesbian marriages. Ø For example, researchers might have participants respond on a scale of 1 to 7, where 1 is the least favorable answer (“It’s never acceptable”) and 7 is the most favorable (“It’s always acceptable”). www.cuidol.in https://images.app.goo.gl/Co4gQf84GY4nhuQK9 All right are reserved with CU-IDOL Unit-1(BAQ 101)

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning 7 II. Thurstone scale: https://images.app.goo.gl/ud671rE6suu7qDc27 •This scale was developed by L.L.Thurstone in 1928. • The scale is constructed with the aid of panel of judges who rate items along 11 points i.e., on favourable and unfavourable continuum, each category expresses a different degree of favorableness towards the concept. •After that scale is governed to assemble the respondents whose scores are determined by computing the mean or median value of the items agreed with. • The mean value signifies the perspective of an individual towards the concept or construct. • It is an interval measurement scale. But it is the time consuming and labor intensive method www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning 8 III. Guttman scale: •A Guttmann scale presents a number of items to which the person is requested to agree or not agree. •This is typically done in a 'Yes/No' dichotomous format. •Questions in a Guttman scale gradually increase in specificity. The intent of the scale is that the person will agree with all statements up to a point and then will stop agreeing. •The scale may be used to determine how extreme a https://images.app.goo.gl/qATUWkeS1eGAuvZE8 view is, with successive statements showing increasingly extremist positions. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning 9 IV. SEMANTIC DIFFERENTIAL SCALE: •This type of scale makes extensive use of words rather than numbers. •Respondents describe their feelings about the products or brands on scales with semantic labels. •When bipolar adjectives are used at the end points of the scales, these are termed semantic differential scales. https://images.app.goo.gl/XPGpqP5iPSciHE5L7 www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning 10 B. Indirect Measurement: I. Thematic Apperception Test: An ambiguous picture is presented to the individual which he/she has to interpret. TAT taps into a person’s unconscious mind to uncover the repressed aspects of their personality. Although the picture, illustration, drawing or cartoon that is used must be interesting enough to encourage discussion, it should be vague enough not to immediately give away what the project is about. www.cuidol.in https://images.app.goo.gl/ytKFPEJ1YnYTVvEC8 All right are reserved with CU-IDOL Unit-1(BAQ 101)

IDOL MEASUREMENT OF ATTITUDE Institute of Distance and Online Learning 11 II. Draw a person test: Figure drawings are projective diagnostic techniques in which an individual’s cognitive, interpersonal, or psychological functioning assessment is based on drawings of a person, an object, or a situation as instructed by the psychologist. A projective test is one in which a test taker responds to or provides ambiguous, abstract, or unstructured stimuli, often in the form of pictures or drawings. https://images.app.goo.gl/ReXvyBRmVVixSpt29 www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL ATTITUDE CHANGE Institute of Distance and Online Learning 12 I. COGNITIVE DISSONANCE Ø The theory is given by Leonard Festinger ØOne way that attitudes change is when people engage in counter attitudinal advocacy for low external justification. ØWhen this occurs, people find internal justification for their behavior, bringing their attitudes in line with their behavior. Dissonance theory deals with consistency between two or more elements (behaviors and attitudes). ØThere are two situations in which dissonance commonly occurs: (1) after a decision, or (2) when one acts in a way that is inconsistent with one’s beliefs. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL ATTITUDE CHANGE Institute of Distance and Online Learning 13 https://images.app.goo.gl/3Xhpz7isgsfSHcJZ7 www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL ATTITIDE CHANGE Institute of Distance and Online Learning 14 II. Persuasive Communications and Attitude: •Change Attitudes can also change in response to a persuasive communication. •The effectiveness of a persuasive communication depends on aspects of the communicator, or source of the message; aspects of the message itself (e.g., its content); and aspects of the audience. •The elaboration likelihood model specifies when people are persuaded more by the strength of the arguments in the communication and when they are persuaded more by surface characteristics. •When people have both the motivation and ability to pay attention to a message, they take the central route to persuasion, where they pay close attention to the strength of the arguments. •When they have low motivation or ability, they take the peripheral route to persuasion, where they are swayed by surface characteristics, such as the attractiveness of the speaker. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL 15 Institute of Distance and Online Learning . https://images.app.goo.gl/YKdhu3f5Lgp2aAbe9 www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL ATTITIDE CHANGE Institute of Distance and Online Learning 16 III. Emotion and Attitude Change: •Attitude change is influenced by emotions in numerous ways. •Fear arousing communications can cause lasting attitude change if a moderate amount of fear is aroused and people believe they will be reassured by the content of the message. • Emotions can also be used as heuristics to gauge one’s attitude; if people feel good in the presence of an object, they often infer that they like it, even if those good feelings were caused by something else. • Finally, the effectiveness of persuasive communications also depends on the type of attitude people have. Appeals to emotion and social identity work best if the attitude is based on emotion and social identity. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL ATTITIDE CHANGE Institute of Distance and Online Learning 17 www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL MULTIPLE CHOICE QUESTIONS Institute of Distance and Online Learning 18 1. Which of the following is not a projective technique? (A) Word association test (C) Thematic apperception test (B) Rorschach's ink blot test (D) Sentence completion test 2. Cognitive dissonance occurs when: (A) the attitude to an object and the behaviour towards it are consistent (B) the attitude to an object and the behaviour towards it are inconsistent (C) when a person has no attitude towards an object (D) when a person is unsure of his/her attitude to an object 3. When using the consistency principle to bring about a degree of cognitive dissonance in order to bring about attitude change, a factor that can influence the effectiveness of the persuasive process is: (A) the credibility of the source of the message. (B) the nature of the message. (C) how receptive the attitude holders are to the message. (D) all of the above 4. 4. A common method of measuring attitudes is by using: (A) in-depth interviews (C) semantic differential scales. (B) observing people’s behaviour. (D) a lie detector. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL SUMMARY Institute of Distance and Online Learning 19 Ø There are different methods used for measuring the attitudes: a. Direct method: Standardized procedure are used as measurement techniques. b. Indirect method: Projective techniques are used as a measure for attitude measurement. Ø Under direct measurement: Likert scale, Thurstone scale, Guttman scale and Semantic differential scales are used. Ø Under indirect measurement: Some projective tests like Themantic Appreception Test and Draw a person test are used. Ø According to cognitive dissonance theory by Leonard Festinger, Attitude change takes place as a result of incongruence between attitude to an object and behaviour for it. Ø According to persuasive communication model, The effectiveness of a persuasive communication depends on aspects of the communicator, or source of the message; aspects of the message itself (e.g., its content); and aspects of the audience. Ø Emotions can effect attitude change in numerous ways as fear arousing communications can cause lasting attitude change. www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL FREQUENTLY ASKED QUESTIONS Institute of Distance and Online Learning 20 1. Name and explain the different direct measures of attitude. The different direct measures of attitude are Likert scale, semantic differential scale, Guttman scale and thurstone scale. For further refer SLM. 2. Write a note of cognitive dissonance theory of attitude change. Dissonance theory deals with consistency between two or more elements (behaviors and attitudes). For further detail refer SLM 3. How persuasive communication can lead to change in attitude? The effectiveness of a persuasive communication depends on aspects of the communicator, or source of the message; aspects of the message itself (e.g., its content); and aspects of the audience. For further detail refer SLM www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL REFERENCES Institute of Distance and Online Learning 21 •Gilovich, T., Keltner, D.,Chen, S.& Nisbett, R.E. (2016) Social Psychology. 4th edition. New York: W.W. Norton& company. • Baumeister, R.F. & Bushman, B.J. (2011) Social Psychology and Human Nature. 2nd edition. Wadsworth: Cengage Learning. • Delamater, J.D. & Myers, D.J. (2011). Social Psychology. 7th edition. USA: Wadsworth Cengage Learning. • Hogg, M., & Vaughan, G. (2005). Social Psychology (4th edition). London: Prentice-Hall. • Mehra, S.(2017). Scaling techniques of attitude measurement, 2, 41-50. Retrieved from, https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=14&cad=rja&uact=8&ved=2ahUKEwi5ssCo mbrnAhUexjgGHUDjD40QFjANegQIChAB&url=http%3A%2F%2Fwww.alleducationjournal.com%2Fdownload%2F 204%2F2-2-25-323.pdf&usg=AOvVaw3hPUFtNKr3KzXZ5ERpEiSH www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL

IDOL Institute of Distance and Online Learning 22 THANK YOU For queries Email: [email protected] www.cuidol.in Unit-1(BAQ 101) All right are reserved with CU-IDOL