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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
Week 13: The relationship between attitude and behavior (La Piere’s study)
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
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
Presentation (5%)
Evaluation components
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.
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 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
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
What is an attitude ?
2. Interpersonal 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
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.
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
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