PB30803

Sikap dan perubahan sikap

(Attitude and Attitude Change)

Instructor: Dr. Getrude Cosmas

DKP16
8.00-10.00 AM
 PB30803
ATTITUDE AND ATTITUDE CHANGE
Synopis

This course provides knowledge about attitudes and attitude change such as
structure and origins of attitude, theories of attitude and attitude change, attitude
measurement and the relationship between attitude and behavior. In addition, this
course also provide skills in designing, implementing and assessing the attitude
change programme by using the attitude change theories (e.g., theory of Hovland,
Janis and Kelly) as a guideline.

OBJECTIVES

To understand the structures and origin of attitude.

To provide knowledge on how to measure and conduct a research on attitude.
To understand the relationship between attitude and behavior.
To learn on how to design, implement and assess the attitude change
programme by using the attitude change theories as guideline.
TOPICS – 14 WEEKS

Week 1: Introduction to attitude

Week 2: Origins/Sources of attitude

Week 3: Attitude Measurement

Week 4: The strength and structure of attitude

Week 5: Attitudes as temporary constructions

Week 6: The Yale Communication and attitude change program

Week 7: Attitude and behavior theories

Week 8: Mid-term Examination

Week 9: Persuasion: Cognitive approach

Week 10: Persuasion: The Dual-processing theory of persuasion

Week 11: The effect of attitudes on information processes

Week 12: Cognitive Dissonance Theories

(Festinger’s theory, impression management theory, self-perception
theory)

Week 13: The relationship between attitude and behavior (La Piere’s study)

Week 14: Seminar on attitude and attitude change

References

Bohner, G., & Wanke, M. (2002). Attitudes and Attitude Change. UK: Psychology
Press

Eagly A. H., & Chaiken S. (1993). The Psychology of Attitude. USA: Harcout
Brace Jovanovich

Getrude C. Ah Gang @ Grace. (2003). Sikap komuniti miskin terhadap

pembangunan. Kota Kinabalu: Universiti Malaysia Sabah

Hovland C. I., Janis, I. R, & Kelley, H. H. (1953). Communication and Persuasion.

USA: Yale University

Kiesler. C. A, Collins, B. E., & Miller, N.(1969). Attitude Change. USA: John &
Wiley

Maio, G.R., & Haddock, G. (2010). The Psychology of Attitudes and Attitude
Change. UK: Sage Publications (main textbook) RM90.00

Triandis C. H.(1971). Attitude and attitude change, USA: John Wiley & Sons, Inc
Evaluation course - PB30803 (Attitudes and attitude change)

Section A – 45 %
1. Project 1 – individual assignment and presentation - 15 %
2. Project 2 – Group Project (final report) - 20 %
3. Presentation – Group project - 10 %

Section B – 55 %
3. Mid-term Examination – will cover lecture 1 - 6 - 15 %
4. Final Examination – will cover lecture 6 - 13 - 40 %
Individual Assignment - Positive Attitude short story (15%)
Assignment – 10%
Presentation 5%
Read one article from any relevant psychology journals and write a short story
from your everyday life experiences that explain the process of attitude change
which caused by one significant event that occurred in your lives.
Write the attitude story in TWO (2) pages and present it in your tutorial class in
10 minutes.
Write the story according to the format given below:

1. Introduction - 2
2. Elements that contribute to the attitude change - 4
3. How this story may help other students to reflect or
change their attitudes. - 3
4. Conclusion – a brief and strong conclusion - 1

Present your story without slides

Submission date: Submit your assigment after it has been presented
Do not forget to attach the article to your assignment

Writing format : APA writing style Format

Individual Assignment – A short attitude story (15%)

Presentation (5%)

Evaluation components

1.Clear and well-organized 1%

2.Interesting story 3%
3.Demonstrate positive self-confidence 1%

Total 5%
Project 2: Group Project (15 members) – 20%

1. Each group has to design the attitude change program by using the Hovland,Janis
and Kelly’s theory (1953) as a guide. This program needs to be implemented and
evaluated. Each group has to choose one particular attitude object that is focuses
on MIND, BODY and SPIRIT elements. Please refer to this book on how to design,
implement and evaluate the effectiveness of the attitude change program to the
community.
Getrude C. Ah Gang @ Grace. (2003). Sikap Komuniti Miskin Terhadap
Pembangunan.Kota Kinabalu: UMS

1. Suggested topics:
i) Attitude towards physical health (lifestyle exercise, fitness program).
ii) Attitude towards psychological well-being (e.g. healthy minds program,
happiness program).
iii) Attitude towards healthy lifestyle (healthy eating habit).
vi) Attitude towards Spiritual Program (attitudes towards helping others).
v) Any relevant and interesting issues (discuss with your instructor).

3. Each group has to form committees to implement the attitude change program.
All programs will be implemented after week 7 (early April).
Group assigment
4. These documents should be attached together with your final report.

- Meeting minutes and meeting attendance.

- Any relevant letters
- Treasurer’s financial report
- Research data
- Pictures – during program
- Short Video clip (soft-copy) – 5 mins

5. Evaluation during program – Each group has to measure the effectiveness of

the attitude change program by using pre and post quasi-experiemental design.
Participants – involve 30 to 50 participants and measure the participants’ attitude
towards the particular attitude object before and after the implementation of the
program.

6. Each group must present their program proposal in week 5 and 6.

7. You can invite other group members to join your program as volunteers.
Group project - Final report

Section 1 – Introduction - 6%
- Introduction and the the aims of the programme -2
- The significance of the program to the community -1
- Literature review -3

Section 2 - Methodology – 6%
- Research procedure and research design (Pre and post-studies) -3
- Location, participants and instrument -3

Section 3 : Attitude change module (refer to Hovland

Janis and Kelly’s theory (1953) (3%) -3

Section 4 : Results -2
Discussion and conclusion (5%) -3

Total marks 20
Presentation format for group project (week 14) – 10%
Choose randomly five members from your group to present your group project.

Time 20 mins
Q&A 10 mins

The components that must be present;

1. Introduction and program aims 2

2. Program implementation 2
3. Results – the effectiveness of the program 3
3. The strengths and weaknesses of the program 2
4. Group-reflections – Discuss two significant knowledge
that you have learned in designing and implementing
the attitude and attitude change 1

Total marks 10

Date of submission: submit your group project to your instructor after you have
presented it
 Lecture 1
Introduction to attitude and attitude
change
History of Attitude Research

Attitude is the oldest and most-studied construct in social

psychology.

The "attitude" construct received its first serious attention

from Darwin in 1872.

Darwin defined attitude as a motor concept, or the physical

expression of an emotion.

For early psychologists, "attitude" was an emotion or

thought with a motoric (behavioral) component.

Beginning in the 1930's, psychologists began to argue

actively about what components should comprise the
attitude concept.
Historical beginning of the concept of Attitude

The prevailing view among cognitive social psychologists was

that "attitude" has both affective and belief components and that
attitudes and behavior should be consistent; i.e., people with
positive attitudes should behave positively toward the attitude
object.

In 1935, Allport termed attitude ‘the most distinctive and

indispensable concept in contemporary Social Psychology.
Attitude

Attitudes are central to Social Psychology because they are

central to our social lives. As early as 1918, Social Psychology
was defined as the scientific study of attitudes.

What is an attitude ?

Summary evaluation of an object of thought. Components of

this summary evaluation are ABC:
Affective, Cognitive and behavioral
Object of attitude include:
Concrete object – things (food)
Abstract object – Freedom, discrimination
Person/group - other individuals/groups

Attitude as enduring concepts which are stored in memory and

can be retrieved accordingly.
Attitude

The common element that runs through most definitions of

attitude is ‘the readiness to respond’ to a situation’. This
readiness can refer to ‘mental attitudes’.

A definition that includes many of the central ideas used by

attitude theorist would be as follows ‘An attitude is an idea
charged with emotion, which predisposes a class of actions to
a particular class of social situations’. This definition suggest
that attitudes have three components:
the idea which is generally
some category used by
humans in thinking (your
beliefs/thoughts about
object in question).
the emotion that charges predisposition to act
the idea (liking, feeling (how you behave toward
for). object in question).
Copyright © Allyn and Bacon
Other definition of Attitude

Thurstone – Attitude as the intensity of positive or negative affect

for or against a psychological object (e.g., a person, slogan, or
idea toward which people can differ as regards +ve or -ve affect.

Allport – An attitude is a mental and neural state of readiness,

organized through experience and influence upon the
individual’s response to all objects and situations to which it is
related.

Kiessler, Collins and Miller (1969), there has no single definition

of attitudes acceptable to all who do research on attitude change.

The definition of attitudes should correspond closely with the

operational definitions used to measure the attitude.
The importance of attitudes becomes apparent at various level
of analysis.

1. Individual (intrapersonal) level

Attitudes influence perception, thinking, other attitudes and

behavior. Attitudes contribute heavily to a person’s
psychological make-up.

2. Interpersonal level

Information about attitudes is routinely requested and

communicated. If we know others’ attitudes, the world becomes
a more predictable place. Our own thought and behavior may
be shaped by this knowledge, and we may try to control others’
behavior by changing their attitudes (e.g., voting behavior).
3. Societal (group or organizational) level

Attitudes toward one’s own groups and other groups are at core
of intergroup cooperation and conflict. A negative outgroup
attitude or prejudice can cause discriminatory behavior or even
direct violence.
The metaphor of three witches
Attitude FUNCTION
Attitude STRUCTURE Knowledge
Attitudes - Udimensional-Likert scale Ego-defensive
-Bidimensional- -3 -2 -1 0 1 2 Impression motivation
3 Value expressive
Attitudinal
CONTENT F
ABC
S

The three components label as ‘witches’ because they operate more

effectively together than in isolation.
The Functional of attitudes (Katz, 1960)
1. Knowledge function - Help people to understand the world
around them by organizing and simplifying a very complex
input from the environment through schema (e.g., good things
happen to good people).

2. Ego-defensive function - Protect self-esteem.

Helping people to maintain or enhance people’s feelings of self-
worth.

3. Utilitarian/Impression motivation/adaptive function

Help people adjust in a complex world - maximize their rewards
from the environment and to minimize punishment (e.g.,we
favor a person who can benefit us).

4. Value-expressive function
Allow people to express their fundamental values (self-
expression or self-identity) that are integral to their self-concepts.
Psychological functions of attitude (Katz, 1960)
Functions of Functions served by Psychological Examples
attitude attitude perspectives
Knowledge Helps the person to Cognitive Black is a
structure the world so that saturated color and
it makes sense saturated colors
(understandable & are my best color
predictable)

Ego defensive Helps the person to protect Psychoanalytic Black clothes can
himself or herself from make me look
acknowledging basic self- thinner
truths.

Utilitarian/ Helps the person to Behaviorist Black clothes goes

Adaptive/ achieve rewards and gain with everything
Impression approval from others
management
Value- Helps the person express Humanistic Black is traditional
expression important aspects of the for a funeral in
self-concept certain cultures.
Psychological functions of attitude (Katz, 1960)
Functions of Functions served by Psychological Examples
attitude attitude perspectives
Knowledge Helps the person to Cognitive This course can
structure the world so that help me to
it makes sense understand more
about my attitude

Ego defensive Helps the person to protect Psychoanalytic I know how to

himself or herself from conduct a good
acknowledging basic self- research on
truths attitude.

Utilitarian/ Helps the person to Behaviorist I can apply the

Adaptive/ achieve rewards and gain knowledge from
Impression approval from others this course in my
management everyday life

Value- Helps the person express Humanistic My attitudes reflect

expression important aspects of the my true self.
self-concept
Attitude Change
Attitude formation can also create attitude change.

Learning Theory of Attitude Change: Classical conditioning,

operant conditioning and observational learning can be used
to bring about attitude change.

Elaboration Likelihood Theory of Attitude Change:

Messages that are thought-provoking and that appeal to logic
are more likely to lead to permanent changes in attitudes.

Dissonance Theory of Attitude Change: people can also

change their attitudes when they have conflicting beliefs
about a topic.
Conclusion

The attitudes espoused by those around us (family, other

influential adults, peers, the media) can profoundly affect what
we think and how we feel about a myriad of issues.

People's attitudes change across their lifespan as they gain

new information and experiences. We categorize people
according to their attitudes and infer other attitudes they may
hold.
Quiz
1. A learned predisposition to respond in a consistently
favorable or unfavorable manner with respect to a given
object is known as a(n) _____.
A) belief
B) emotion
C)attitude
D)cognition

2. In a three-component model an attitude consists of

A. cognition, motivation and communication

B. beliefs, feelings and tendency to act
C. acting, behaving, doing
D. likes, dislikes and needs
Quiz

3. When you don’t smoke because smoking can cause lung

cancer, your attitude is based on:

A. Cognitive information
B. Affective information
C. Behavioral information
D. Elementary information
Quiz
4. Which of the following is a function served by attitudes?

A) knowledge function
B) value-expressive function
C)utilitarian function
D)ego-defensive function
E) all of the above

5. Shazia learned from her parents that littering was bad, so

when he sees someone doing it, she forms an unfavorable
impression of that person. Shazia's learned predisposition to
dislike someone who litters represents her _____.
A) emotion
B) personality
C)attitude
D)orientation
 TUTORIAL TASK 1
Malaysian Fresh Grads Can't Get Jobs Because They Have
ATTITUDE Problems

The Malaysian Employers Federation (MEF) said that in the year 2016
alone, there were 200,000 unemployed graduates in Malaysia.
According to a report by Free Malaysia Today (FMT) on 9 February, Chook
said that fresh graduates should focus on improving their attitude and
character instead of continuing to "moan" about the lack of employment
opportunities that don't require any experience.

She stressed that there are plenty of jobs for fresh graduates in the
country, but Malaysian graduates should first consider changing their
attitude.

Source:http://says.com/my/news/malaysian-fresh-grads-can-t-get-jobs-
because-of-their-attitude