PSYCH 3CB3 Lecture Notes - Lecture 5: Cognitive Model, Convergent Validity, Factor Analysis
12 Oct 2016
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Structure and quality of attitudes: september 20 2016. Expectancy - value: one factor model of attitudes (fishbein & ajzen) Argues that attitude are represented in memory as a summary evaluation associated with attitude object. The strength of that association determines the accessibility of the attitude. Notion of structure: if structure of attitudes can be determined, we can know more about how they are formed, how they may be changed. Automobile brand - particular brand is frugal, doesn"t use a lot of gas (high value/importance!) If you place high value on gas mileage and believe that this brand of car is frugal, then it has a high score. Brand lasts long time, don"t need a lot of maintenance etc. Pure cognitive model - attitudes are weighted cognitions. Show that overall attitudes are highly correlated with their summed expectancy values. Attitudes as beliefs: one factor model of attitudes as beliefs (zanna & rempel)
