Lecture 4: Measuring attitudes

Question 1

What are the most common characteristics of measures of attitudes?

Answer 1

Direct, explicit, verbal, reactive, self-report.

Question 2

Overlapping dichtomies

Answer 2

Er zijn meerdere karakteristieken voor het meten van attitudes. Bijvoorbeeld impliciet, indirect, observation, nonverbal en non-reactive. Deze overlappen zowel met elkaar als met de most common characteristics.

Question 3

Respons model verbal

Answer 3

Cognition: expressions of beliefs about attitude object.
Affect: Expressions of feelings toward attitude object.
Behavior: Expressions of behavioral intentions.

Question 4

Response model Non-verbal

Answer 4

Cognition: Perceptual reactions to attitude object.
Affect: Physiological reactions to attitude object, facial expressions.
Behavior: Overt behaviors related to attitude object.

Question 5

Self reports forms (verbal)

Answer 5

Thurstone scale, Likert scale and Osgood’s semantic differential

Question 6

Thurstone’s scale

Answer 6

1) Generate 100-150 evaluative statements of object.
2) reduce to 80 best one
3) 300 judges place each statement on 11-point scale.
4) Drop statements with high variance
5) Select two or three statements close to each point on scale.
6) Participants read all statements and indicate which they agree with.
7) Attitude score = mean of values of endorsed statements.

Question 7

Likert scale

Answer 7

1) Large number of statements either favorable or unfavorable position toward objects.
2) Pre-test participants rate all statements on 5-point scale
3) Drop items with low item-to-total correlations, retain about 20 items.
4) Administer final set of items to other sample
5) Attitude is total score.

Question 8

Osgood’s semantic differential

Answer 8

3 dimensions of meaning. Evaluative semantic differential is used as attitude measure. Dus je hebt attitude object bv. nike dan rate je unpleasant tot pleasant van -3 tot 3.

Question 9

3 dimensions of meaning

Answer 9

Evaluation: good-bad, beautiful-ugly, clean-dirty.
Potency: strong-weak, large-small, heavy-light
Activity: fast-slow, active-passive, hot-cold

Question 10

Has a scale in self-report any scientific meaning?

Answer 10

Even though we do not fully understand how it is possible that people give accurate self-reports of their attitudes, self-reports seem to be useful as measures, they allow relatively good prediction of behavior. (voorspeld beter dan ses)

Question 11

Observational measures

Answer 11

Observe behavior, facial muscular activity and physiological measures (bv EEG).

Question 12

Meaning van observed variable?

Answer 12

Any variable that was not manipulated.

Question 13

Direct vs indirect measures (general)

Answer 13

Indirect: a method in which a researcher gathers data about one variable as a means of representing a second variable of interest that cannot be assessed in a more straightforward manner (proxy variable). bv. temperatuur via temperatuurmeter apparaat.
Direct measurement: perhaps impossible

Question 14

Direct vs. indirect attitude measurement

Answer 14

Direct: any procedure for assessing attitudes that requires a person to provide a report of their attitude (e.g., semantic differential)
Indirect: any procedure for assessing attitudes that does not require a person to provide a report of their attitude.

Question 15

Indirect measures attitudes examples

Answer 15

Error choice method, projective techniques and list experiment

Question 16

Error-choice method

Answer 16

Ask question, give only incorrect options. Which incorrect answer is given reveals something about their attitude. Example: In the past 20 years, energy consumption
increased by how much? A: 25% / 75% [suppose correct is 50%]

Question 17

Projective techniques

Answer 17

Example: Shopping list procedure. Two same shopping lists, with one difference: Nescafe instant coffee or
Maxwell House ground coffee. Question for participants: What do you think of the woman who wrote the shopping list?

Question 18

List experiment

Answer 18

2 almost the same lists. How many do you dislike? Version B is the same as version A, only one item added. Difference between the answer of version A and B is how many people dislike the last item on average. (example a racist item)

Question 19

Is indirect better dan direct?

Answer 19

No because indirect has lower construct validity.

Question 20

Reactive vs nonreactive measures

Answer 20

Reactive measure: present attitude object and record response
Non-reactive (unobtrusive): observe traces (physical/administrative/other) Absent from the situation.

Question 21

Example of non-reactive measure

Answer 21

1) Are there benefits of being religious? Do they live longer? Measuring by looking at gravestones (the religion is presented on them) and see how long they have lived. (extreme example).
2) Attitude towards art paintings: measuring damage on museum floor.

Question 22

Implicit measures

Answer 22

Have at least one of the following:
Reduced control, lack of intention, reduced awareness or efficient processing.

Question 23

Explicit response

Answer 23

Controllable, intended, awareness, requires cognitive resources

Question 24

What does implicit attitudes do?

Answer 24

We can change implicit variables but implicit attitudes does not change behavior. Threats does change behavior but not their implicit attitudes. (not a indirect effect)

Question 25

Do implicit measures measure racial attitude?

Answer 25

No, 20% of people who say to be racist are not racist in implicit measures (Implicit assocation test). Also the test indicate that 30% of whites prefers black over whites.

Question 26

Should we use implicit measures?

Answer 26

No because they have no or only weak relation with behavior, some implicit measures have low reliability/validity and they are often costly.

Question 27

What measures are used in marketing practice?

Answer 27

Semantic differential (Osgood) Net promoter score Willingness to pay Choice-based conjoint analysis

Question 28

Net promoter score

Answer 28

Example: how likely is it that you would recommend our company to a friend? Rating 0-10 (not likely - extremely likely). 0-6 = detractor, 7-8 passive and 9-10 promoter. Total score of likelyhood = %Promoters- % Detractors.

Question 29

Willingness to pay

Answer 29

Different methods: 1) Direct self-report (open question) bv) How much are you willing to pay for …? 2) Willingness to buy bv) Are you willing to buy product X for price Y? 3) Becker-DeGroot-Marschak (BDM) bv) Kind of auction: Individuals report their bids for item. Price is randomly drawn. If bid ≥ price, individual buys item. If bid < price, individual does not buy item. 4) Van-Westendorp method 5) Choice-based conjoint analysis

Question 30

Van Westendorp method

Answer 30

How would you evaluate the following price points on monthly basis? What price would you think the product is: (20$) too expensive, would not buy (15$) expensive but would consider (10$) bargain price (5$) too cheap, would question the quality.

Question 31

Choice-based conjoint analysis

Answer 31

Participant makes several choices between products with specified attributes, for example 200g vanilla (3$) or 200 g strawberry (3,50&) or etc.

Question 32

Which measure of Willingness to pay is best?

Answer 32

All similar results but it should be a balance between quality and price.

Question 33

What are explicit measures?

Answer 33

Direct, verbal, selfreports. Controlled responses and awareness. Relatively reliable/valid measures.