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ABSTRACT
Background
As stated in the OKeefe text, the Fishbein summative model of attitude is based on the idea that a persons attitude toward an object is a function of his or her salient beliefs about the object. ...
This particular study builds upon research which was conducted by Rosenberg. He identified two components similar to Fishbeins as "value satisfaction" (the intensity of affect of a persons values) and "perceived instrumentality" (the perceived importance of the attitude object in leading to or blocking the attainment of the values).
Both value satisfaction and perceived instrumentality correlate independently with attitude change; however, the best predictor of attitude change was derived from the combination of both factors. Carlson believed that attitude change should result from changes in the expected satisfaction from goals or the instrumental relationship between the object and the goal. He developed this study to prove his hypotheses.
Hypotheses
*Attitude change results from altering perceptions of the attitude object (situation or event) as leading to the attainment of valued goals.
*Attitude change generalizes to related issues.
*The degree of generalization is a function of the similarity of the attitude objects and situations. ...
The research was conducted in three stages: attitude and value measures, change procedure, and follow-up attitude and value measures. In addition, a follow-up questionnaire regarding similar attitude issues was used to determine generalization. The control group participated in all phases, except for the change procedure.
In the attitude measures, the subjects ranked six alternative positions by the degree to which they agreed. ...
The change procedure was initiated in attempt to increase the subjects awareness that housing desegregation would assist in attainment of the four goals.
Approximate Word count = 1318
Approximate Pages = 5.3
(250 words per page double spaced)
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