Summary
Contents
Subject index
Written by two world-leading academics in the field of attitudes research, is a brand new textbook that gets to the very heart of this fascinating and far-reaching field. Greg Maio and Geoffrey Haddock describe how scientific methods have been used to better understand attitudes and how they change. 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.
Why do Attitudes Matter?
In our daily lives, we often use the term attitude to mean different things. Have you ever met someone with a “bad attitude?” We might say that a person has a “bad attitude” because he or she has a negative outlook on life. From a social psychological perspective, the term attitude has a somewhat different meaning. In this section of the book, we want to tell you what social psychologists mean when they use this term.
In Chapter 1, we will begin by introducing past and present conceptualizations of attitudes. This discussion will highlight the basic characteristic of an attitude – an association in memory between an attitude object and an evaluation of it. Basically, an attitude refers to ...
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