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• W344029565 abstract "NF$0.65 HC-$3.29 *Attitudes; *Attitude Tests; Behavioral Science Research; *Changing Attitudes; *Communication (Thought Transfer); Interaction; *Role Perception; Social Attitudes Students from introductory speech classes at the University of Illinois and Parkland Community College were asked to list their attitudes about four groups: businessmen, farmers, politicians, and war protesters. The strengths of those beliefs were evaluated via seven internal semantic differential scales. The sum of the scales served as a first measure of the attitudes the subjects held toward the four groups. In later tests, the subjects randomly assigned to the control group were given the original questionnaire again, while the experimental group was tested in other ways for acceptance of various beliefs about the four role and occupational types. Finally, the subjects in the experimental test group were examined for their attitudes toward the role and occupational types to check foL changes in attitudes from the first examinations. The resulting data indicated that attitudes can be made salient without being made stronger. (EE) FILMED FROM BEST AVAILABLE COPY U S DEPARTMENT OF HEALTH. EDUCATION & WELFARE NATIONAL INSTITUTE OF EDUCATION THIS DOCUMENT HAS BEEN REPRO DUCE° EXACTLY AS PECE /ED FROM THE PEPSDN OW ORGANIZATION ORIGIN Al INC, IT POINTS OF VIEW OW OPINIONS STATED 00 NOT NECESSARILY PEPRE ',ENT OFF iCIAL NATIONAL INSTITUTE OF EDUCATION POSITION OP POLICY AN INVESTIGATION INTO THE ATTITUDE CHANGE THAT RESULTS FROM MAKING SPECIFIC BELIEFS SALIENT Steven L. Epstein Hunter College, CUNY* ''FFIMISS OT. TIT RI PRODUCE THIS COP, RIGHTED mATFplAl. HAS BEEN 014457E11 54. Steven L. Epstein To EPIC AND 1PC,ANIZAT1055 OPEPATING UNDER AGPEEMENTs VTH THE NA NONA INSTITUTE CF EDUCATION FORT REPRO DucNoN OUTSIDE THE ERIC. SYSTEM Rf 001nEs PE51.155105 rIF TOF ,IIT ovvNER It was posited that if one's toward an object is a function of his beliefs about the object and his evaluation of those beliefs and if it is the salient beliefs that determine attitude, then a change in will result from a change in one's salient beliefs. Consistent with the above, the direction of change in would depend on whether the salient be. liefs are accepted or rejected and on now they are evaluated. It was predicted that the acceptance of beliefs would lead to change in the direction of the evaluation of the beliefs while rejection of beliefs would lead to counterattitudinal change. An experimental test of this prediction was confirmed. The results are discussed in terms of their implications for rhetorical theory and a strategy for persuasion. *now at Teachers College, Columbia University AN INVESTIGATION INTO THE ATTITUDE CHANGE THAT RESULTS FROM MAKING SPECIFIC BELIEFS SALIENT Recent research by Fishbein and his associates) has suggested that. an individual's toward an object is a function of his ieliefs about that object and his evaluation of those beliefs. This relationship is of obvious importance to the rhetorician since it implies that attitude change will occur when: an individual's beliefs about an object change and/or (2) when the evluative aspects of beliefs about an object change. .2 The rhetorician, of cou-rse, wants to know how to obtain changes in either of these components. Fishbein suggests that there are two ways in which beliefs about an object may change: (1) new beliefs may be learned, that is, new concepts may be related to the object, new stimulus-response associations may be learned, and (2) the strength of already held beliefs may change, that is the position of beliefs in the habit-family hierarchy [of responses] may be altered through positive or negative reinforcement.3 Thus if our goal was to move an individual's toward Volkswagen in the positive direction we might seek to associate new beliefs with the object (the new heating system is very effective), to strengthen already existing beliefs (it really saves gas--32 miles to the gallon) and/or to change the evaluative aspect of already held beliefs (a small car is desirable since it is easy to handle). Fishbein views an individual's beliefs as forming a habit-family hierarchy of responses. Within this hierarchy the most salient beliefs, those that ' an individual would use to describe the object, are the ones that serve to determine his toward the object. He notes that although an individual may have many beliefs about any given object, there are probably only six to eleven beliefs that actually appear in his hierarchy...and function" @default.
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• W344029565 date "1973-01-01" @default.
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• W344029565 title "An Investigation into the Attitude Change That Results from Making Specific Beliefs Salient." @default.
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