{Attitude Change

Brie Hunt-Augustine

The Current Issue

Attitude1.manner, disposition, feeling, position, etc., with regard to a person or thing; tendency or orientation, especially of the mind: a negative attitude, group attitudes.

http://dictionary.reference.com/browse/attitude

The Research

Previous Research – Can result in a change in political views

Present Research – “One common impact of group deliberation is an increase in the differentiation of liberal and conservative attitudes (p.26).”

“Moderates showed some resilience in being unmoved in their attitudes by the average ideological score . . . They did, however, tend to move left when a higher proportion of group members were liberal (p.33).”

Deliberation in Small Face-to-Face Groups

Gastil, J., Black, L., & Moscovitz, K. (2008). Ideology, Attitude Change, and Deliberation in Small Face – to – Face Groups. Political Communication, 25:23-46.

Focus of Research – To evaluate “the effectiveness of teaching and contact on changing nursing students attitudes about mental illness.”

Results – No significant correlation found between attitudes and demographics- Individuals with previous experience held significantly different attitudes.- The educational course positively changed student’s attitudes

The Effect of Teaching and Contact on Attitudes Change

Hamaideh, S. H., Mudallal, R. (Unknown). Attitudes of Jordanian Nursing Students Towards Mental Illnes: The Effect of Teaching and Contact on Attitudes Change. College Student Journal, 335-344.

“ [This research] Test[ed] hypothesized differences in Pre-post crisis attitude change toward an organization for positively and negatively oriented individuals (p.151).”

Unfortunately . . . “The results did not produce any significant relationship between dispositional personality variables and attitude change (p.157).”

“Therefore, it appears that negatively or positively oriented individuals did not differ significantly in their attitude changes (p.157).”

The Influence of Positive and Negative Affectivity on Attitude Change Toward Organizations

Siomkos, G. J., Rao, S. S., & Narayanan, S. (2001). Journal of Business and Psychology, 16, 151-160.

Utilized “Shibutani’s definition of reference groups as a framework . . . Reference group is conceptually defined as a psychological group whose norms, to some degree, constitute the social frame of reference for an individual (p.311).”

The researchers, “ examined the polarization factor from the premise that the less polarized . . . an attitude is, the greater will be the influence of an appropriate reference group (p.313).”

“The results indicate that providing individuals with information concerning the norms of an appropriate reference group can alter opinions even when the information is arbitrary or incorrect (p.319).”

The Effect of Reference Groups, Opinion Polls, and Attitude Polarization on Attitude Formation and Change

Hall, R. G., Varca, P. E., & Fisher, T. D. (1986). The Effect of Reference Groups, Opinion Polls, and Attitude Polarization on Attitude Formation and Change. Political Psychology, 7, 309-320.

Focus: a chapter reviewing “empirical and theoretical developments in research on social influence and message-based persuasion.”

Highlights of the Literature - “When participants were motivated to convey a

favorable impression . . . They selected arguments that were congruent with the view held by the partner (p.541).”

- “When participants were motivated to defend their own position, they selected arguments to read that supported their view (p.541).”

- Ingroup/Outgroup “When people categorize themselves as an ingroup member, the ingroup served as a reference . . . And people adopt the prototypic ingroup attitudes and beliefs as their own (p.557).”

ATTITUDE CHANGE: Persuasion and Social Influence

Wood, W. (2000). ATTITUDE CHANGE: Persuasion and Social Influence. Annual Review of Psychology, 51, 539-561.

Profiles of Influential People

Bill GatesGeorge BushEdward KennedyBill Clinton

Influence: A Study of the Factors Influencing Education Policy

Swanson, C. B. & Barlage, J. (2006). Influence: A Study of the Factors Influencing Education Policy. Editorial Projects in Education Research Center.

Implications for Practice

I. Moderates should be influenced by utilizing small group discussions with Democratic representatives.

II. Do not base canvassing efforts on predictably left leaning demographic groups – utilize educational, informational presentations when possible.

III. Present factual and persuasive surveys to enforce the norms of our party.

IV. Form an ingroup that includes and encourages the participation of right and moderately leaning citizens, and find a shared meaning for the group that bridges the divide between Democrats and Republicans.

Strategies for Successful Promotion of Democratic Policies & Beliefs

Questions?