Attitudes and Opinions

By Stuart Oskamp; P. Wesley Schultz | Go to book overview
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1Background: History and Concepts3
Why Study Attitudes?3
Definitions of “Attitude”7
Theoretical Views About Attitudes9
Related Concepts13
What Is Public Opinion?15
Approaches to Attitude and Opinion Research17
2Social Perception and Social Cognition19
Characteristics of Perception19
Common Thought Processes21
Stereotypes and Schemas26
Attribution Processes30
3Explicit Measures of Attitudes44
Types of Attitude Questions44
Attitude-Scaling Methods47
Reliability and Validity of Measurement56
Problems Affecting the Validity of Attitude Scales57
The Bogus Pipeline60
Other Ways of Measuring Explicit Attitudes61
4Implicit and Indirect Measures of Attitudes67
Indirect Measures of Attitudes68
Implicit Measures of Attitudes74
Control and Automaticity: Priming77
Automatic Stereotyping79
Implicit Associations81
5Structure and Functions of Attitudes and Beliefs88
Functions of Attitudes88
The Structure of Beliefs92
The Structure of Attitudes98
A Different Approach—Attitude Latitudes105


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