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See all Premium member Presentation Transcript What is an Attitude?: What is an Attitude? “An organized predisposition to respond in a favorable or unfavorable manner toward a specified class of objects” (Shaver, 1977) Position on a bipolar affective or evaluative dimension (Fishbein & Ajzen, 1975) Networks of interrelated beliefs that reside in long-term memory and are activated when the attitude object or issue is encountered (Tourangeau & Rasinksi, 1988)Measuring Attitudes: Thurstone’s Equal Appearing Intervals (1928): Measuring Attitudes: Thurstone’s Equal Appearing Intervals (1928) Create pool of belief items (~100) ~300 judges rate favorability of items Scale value of item = average rating Exclude items with high variance Final scale: ~20 evenly distributed items Person checks items (s)he agrees with Score = median value of checked itemsMeasuring Attitudes: Likert’s Summated Ratings (1932): Measuring Attitudes: Likert’s Summated Ratings (1932) Create pool of belief items Decide how to score each (+ or -) exclude neutral or ambiguous items Administer to relevant sample bipolar SA (+2) to SD (-2) scale Criterion of internal consistency item-total correlations & Coefficient AlphaIssues with Likert Scales: Issues with Likert Scales Ambiguity of SD responses Women deserve same job opportunities as men So use bipolar scales (“Women deserve…”) Scaling is compensatory 5 SA + 5 SD = 10 N = 5A + 5D Include neutral midpoint? How many anchors?Measuring Attitudes: Guttman’s Scalogram (1944): Measuring Attitudes: Guttman’s Scalogram (1944) Create set of items that form a uni-dimensional hierarchy Score = “highest” item person endorses e.g., attitudes towards gambling: Place bets with bookie Gambling trips to Las Vegas Bet on greyhounds/horses Office football/basketball pools Penny ante poker with friends No-stakes wager with a friend Measuring Attitudes: Osgood’s Semantic Differential Scale: Measuring Attitudes: Osgood’s Semantic Differential Scale Subjects rate items on bipolar adjectives: good…………………………………bad favorable ……………………unfavorable like……………………………….dislike Score = sum of responses to all items Most direct measure of evaluation/affectWhat is Job Satisfaction?: What is Job Satisfaction? Spector: “the degree to which people like their jobs” “How people feel about their jobs and different aspects of their jobs” Work characteristics Job Satisfaction(s)Simple Discrepancy Models: Simple Discrepancy Models Porter (1961): Need Satisfaction Desired-Actual Minnesota Work Adjustment Model 20 “reinforcers” (based on Murray’s 12 needs) Locke (1976): Values “Job satisfaction results from appraisal of one’s job as attaining…one’s important job values” provided these values are congruent with basic needsSlide10: Perceived characteristics Job Satisfaction(s) Objective characteristics Needs/ ValuesFrame of Reference Models: Frame of Reference Models March & Simon Evaluation of inducements/contributions ratio Labor market affects value of contributions Cornell Model: Outcomes vs. Expectations Evaluations of outcomes are affected by Frame of Reference (alternatives, past experience, economy) Hulin, Roznowski & Hachiya (1985) Frame of reference influences both contributions and inducementsSlide12: Perceived characteristics Job Satisfaction(s) Objective characteristics Needs/ Values Frame of Reference Questioning the Situational View: Questioning the Situational View A chink in the armor: are perceptions veridical with objective reality? Social Information Processing model Dispositional View Alternative Models of JS: Social Information Processing Model: Alternative Models of JS: Social Information Processing Model Social construction of attitudes vs objective characteristics) Salancik & Pfeffer (1978) Roots in Schachter & Singer (1962) Attitude statements based on: Perception of affective components Social context cues Self-attributions about behavior Event Generalized Arousal Cues JSAlternative Models of JS: Dispositional Approach: Alternative Models of JS: Dispositional Approach Staw & Ross (1985) Surprising stability over time/situations Staw, Bell & Clausen (1986) Childhood temperament predicts adult JS Arvey et al. (1989) JS has hereditary component (30%)Caveats re: Dispositional Approach: Caveats re: Dispositional Approach General questions about behavioral genetics Gerhart (1987): Situation AND Disposition Compared effects on current satisfaction of prior satisfaction, pay, job complexity Job complexity had strongest effect Why isn’t extrinsic satisfaction heritable? Why is JS heritable? A JS gene? Temperament and Job Satisfaction: Temperament and Job Satisfaction Trait NA/PA may be key factor Some reason to believe that it may have biological basis, and thus inheritable Those high in NA are more likely to: Notice negative stimuli Evaluate stimuli in negative terms Recall negative stimuli Create interpersonal conflict dissatisfaction Primacy of Affect or Judgment: Primacy of Affect or Judgment Events Affect JS Weiss & Cropanzano (1996) Disposition Mood at work JS Weiss et al. (1999) Disposition Interpretations JS Brief (1998)Primacy of Affect or Judgment: Primacy of Affect or Judgment Disposition Interpretations JS Brief & Weiss (2002) Mood Stress events Strain JS Fuller et al. (2003) MoodSlide20: Subjective Norm Attitude: Act Behavior Intent Behavior Theory of Reasoned Action (Fishbein & Ajzen) Attitudes and BehaviorSlide21: Evaluation Behavior beliefs Normative beliefs Motivation to Comply Subjective Norm Attitude: Act Behavior Intent Behavior Theory of Reasoned Action (Fishbein & Ajzen) Attitudes and BehaviorSlide22: Evaluation Behavior beliefs Normative beliefs Motivation to Comply Subjective Norm Attitude: Act Behavior Intent Behavior Theory of Reasoned Action (Fishbein & Ajzen) Constraints Attitudes and Behavior You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
What is an Attitude Tito1 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINTLite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 2322 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: January 17, 2008 This Presentation is Public Favorites: 5 Presentation Description No description available. Comments Posting comment... By: manufan (10 month(s) ago) i found this presentation very much effective for my study .would u please forward me a copy of this my id r4raj.77@gmail.com thank you in advance Saving..... Post Reply Close Saving..... Edit Comment Close By: pradeephope (12 month(s) ago) please send me this ppt , ashanilayam@gmail.com. thank you Saving..... 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See all Premium member Presentation Transcript What is an Attitude?: What is an Attitude? “An organized predisposition to respond in a favorable or unfavorable manner toward a specified class of objects” (Shaver, 1977) Position on a bipolar affective or evaluative dimension (Fishbein & Ajzen, 1975) Networks of interrelated beliefs that reside in long-term memory and are activated when the attitude object or issue is encountered (Tourangeau & Rasinksi, 1988)Measuring Attitudes: Thurstone’s Equal Appearing Intervals (1928): Measuring Attitudes: Thurstone’s Equal Appearing Intervals (1928) Create pool of belief items (~100) ~300 judges rate favorability of items Scale value of item = average rating Exclude items with high variance Final scale: ~20 evenly distributed items Person checks items (s)he agrees with Score = median value of checked itemsMeasuring Attitudes: Likert’s Summated Ratings (1932): Measuring Attitudes: Likert’s Summated Ratings (1932) Create pool of belief items Decide how to score each (+ or -) exclude neutral or ambiguous items Administer to relevant sample bipolar SA (+2) to SD (-2) scale Criterion of internal consistency item-total correlations & Coefficient AlphaIssues with Likert Scales: Issues with Likert Scales Ambiguity of SD responses Women deserve same job opportunities as men So use bipolar scales (“Women deserve…”) Scaling is compensatory 5 SA + 5 SD = 10 N = 5A + 5D Include neutral midpoint? How many anchors?Measuring Attitudes: Guttman’s Scalogram (1944): Measuring Attitudes: Guttman’s Scalogram (1944) Create set of items that form a uni-dimensional hierarchy Score = “highest” item person endorses e.g., attitudes towards gambling: Place bets with bookie Gambling trips to Las Vegas Bet on greyhounds/horses Office football/basketball pools Penny ante poker with friends No-stakes wager with a friend Measuring Attitudes: Osgood’s Semantic Differential Scale: Measuring Attitudes: Osgood’s Semantic Differential Scale Subjects rate items on bipolar adjectives: good…………………………………bad favorable ……………………unfavorable like……………………………….dislike Score = sum of responses to all items Most direct measure of evaluation/affectWhat is Job Satisfaction?: What is Job Satisfaction? Spector: “the degree to which people like their jobs” “How people feel about their jobs and different aspects of their jobs” Work characteristics Job Satisfaction(s)Simple Discrepancy Models: Simple Discrepancy Models Porter (1961): Need Satisfaction Desired-Actual Minnesota Work Adjustment Model 20 “reinforcers” (based on Murray’s 12 needs) Locke (1976): Values “Job satisfaction results from appraisal of one’s job as attaining…one’s important job values” provided these values are congruent with basic needsSlide10: Perceived characteristics Job Satisfaction(s) Objective characteristics Needs/ ValuesFrame of Reference Models: Frame of Reference Models March & Simon Evaluation of inducements/contributions ratio Labor market affects value of contributions Cornell Model: Outcomes vs. Expectations Evaluations of outcomes are affected by Frame of Reference (alternatives, past experience, economy) Hulin, Roznowski & Hachiya (1985) Frame of reference influences both contributions and inducementsSlide12: Perceived characteristics Job Satisfaction(s) Objective characteristics Needs/ Values Frame of Reference Questioning the Situational View: Questioning the Situational View A chink in the armor: are perceptions veridical with objective reality? Social Information Processing model Dispositional View Alternative Models of JS: Social Information Processing Model: Alternative Models of JS: Social Information Processing Model Social construction of attitudes vs objective characteristics) Salancik & Pfeffer (1978) Roots in Schachter & Singer (1962) Attitude statements based on: Perception of affective components Social context cues Self-attributions about behavior Event Generalized Arousal Cues JSAlternative Models of JS: Dispositional Approach: Alternative Models of JS: Dispositional Approach Staw & Ross (1985) Surprising stability over time/situations Staw, Bell & Clausen (1986) Childhood temperament predicts adult JS Arvey et al. (1989) JS has hereditary component (30%)Caveats re: Dispositional Approach: Caveats re: Dispositional Approach General questions about behavioral genetics Gerhart (1987): Situation AND Disposition Compared effects on current satisfaction of prior satisfaction, pay, job complexity Job complexity had strongest effect Why isn’t extrinsic satisfaction heritable? Why is JS heritable? A JS gene? Temperament and Job Satisfaction: Temperament and Job Satisfaction Trait NA/PA may be key factor Some reason to believe that it may have biological basis, and thus inheritable Those high in NA are more likely to: Notice negative stimuli Evaluate stimuli in negative terms Recall negative stimuli Create interpersonal conflict dissatisfaction Primacy of Affect or Judgment: Primacy of Affect or Judgment Events Affect JS Weiss & Cropanzano (1996) Disposition Mood at work JS Weiss et al. (1999) Disposition Interpretations JS Brief (1998)Primacy of Affect or Judgment: Primacy of Affect or Judgment Disposition Interpretations JS Brief & Weiss (2002) Mood Stress events Strain JS Fuller et al. (2003) MoodSlide20: Subjective Norm Attitude: Act Behavior Intent Behavior Theory of Reasoned Action (Fishbein & Ajzen) Attitudes and BehaviorSlide21: Evaluation Behavior beliefs Normative beliefs Motivation to Comply Subjective Norm Attitude: Act Behavior Intent Behavior Theory of Reasoned Action (Fishbein & Ajzen) Attitudes and BehaviorSlide22: Evaluation Behavior beliefs Normative beliefs Motivation to Comply Subjective Norm Attitude: Act Behavior Intent Behavior Theory of Reasoned Action (Fishbein & Ajzen) Constraints Attitudes and Behavior