Thurstone Attitude Scales: Measuring Human Beliefs Precisely
Introduction Attitude is an important factor in determining the behavior of an individual. It is based on the individual’s beliefs, values, and opinions. Thurstone Attitude Scales (TAS) is a method used to measure attitudes and behaviors of individuals. This method is based on the psychometric theory of Louis L. Thurstone, which proposes that attitudes are […]
Explicit Attitude Measures: Unveiling Your Conscious Mind
Definition and Foundational Concepts The explicit attitude measure is a foundational concept in social psychology, referring to any methodology used to assess an individual’s attitude toward an attitude object—be it a person, idea, product, or institution—where the participant is fully and consciously aware that their feelings and beliefs are being evaluated. This form of measurement […]
Attitudinal Ambivalence: Why We Feel Two Ways at Once
Defining Ambivalence of an Attitude The concept of ambivalence regarding an attitude refers specifically to the magnitude to which the evaluative feedback corresponding with a psychological disposition are contradictory to each other. This state arises when an individual simultaneously holds both strong positive and strong negative evaluations toward a single attitude object, creating a profound […]