By Professor Gun Semin, Klaus Fiedler
This complete and obtainable textbook overviews the purposes of social psychology to quite a lot of difficulties and concerns in modern society. With the world over revered participants who survey the most important advancements of their fields, this useful advisor contains suggestion, examples and examining lists. the 1st a part of the ebook outlines a couple of basic frameworks that tell the purposes of social psychology, particularly language, attitudes, decision-making and survey examine; half makes a speciality of significant behavioural domain names, together with future health and financial behaviour; half 3 explains the connection among social psychology and social associations, highlighting, for example, the media, legislations and politic
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Additional info for Applied Social Psychology
Fishbein and Ajzen (1 975) acknowledge that a person is capable of attending to or processing about five to nine beliefs about the attitude object. These beliefs are termed salient. Since it is impossible to obtain a precise measure of all possible beliefs underlying the attitudes of various individuals, they suggest that the so called modal salient beliefs in a given population should be obtained. The most frequently elicited beliefs in a representative sample of the population are considered to modal salient beliefs for the population.
Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall. The best introduction to the theory of reasoned action, complete with guidelines for developing a questionnaire to measure the key constructs. H. & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich. The most complete and authoritative overview of the literature on attitudes available. Chapter 4 discusses the attitude-behaviour issue. H. (1986).
Herein lies the importance of the theory of reasoned action from an applied perspective: careful application of the model to a specific behavioural domain will (provided the indirect measures of attitude to behaviour and subjective norm are used, as well as or instead of the direct measures) help the researcher to pinpoint the determinants of that behaviour. Knowing what determines a behaviour can then be used to design persuasive communications that try to influence those determinants, rather than influencing irrelevant factors.