"What are your attitudes on climate change? Do you have opinions on how political parties should be funded? Or indeed, celebrity misadventure? Written by two world-leading academics in the field of attitudes research, this textbook gets to the very heart of this fascinating and far-reaching field. In the 2nd Edition, Greg Maio and Geoffrey Haddock expand on how scientific methods have been used to better understand attitudes and how they change, with updates to reflect the most recent findings. With the aid of a few helpful metaphors, the text provides readers with a grasp of the fundamental concepts for understanding attitudes and an appreciation of the scientific challenges that lay ahead. With plenty of learning aids to help with revision and a new companion website, this textbook is a valuable resource for anyone interested in learning or teaching about attitudes."--Publisher's website
Since an att-object must always be encountered within some situation, about which we also have an att, soc behavior must be a function of at least 2 att's: att-toward-object (Ao) & att-towardsituation (As). Opinion expression & changes in opinion expression are both forms of verbal behavior &, thus, also functions of Ao & As. When a change of opinion is empirically found it may arise from a change in Ao, or As, or both, or neither. The classical paradigm of attitude change studies-pre-test, treatment, posttest-cannot ascertain which of these 4 possibilities produced the opinion change & must therefore be discarded. 3 new methods are then proposed for determining whether opinion change does or does not represent an attitude change: test for opinion change in at least 2 diff post-test situations; test for diff'ial change in several opinions in one post-test situation; test for behavioral changes accompanying opinion change. Illustrative res findings are cited. AA.