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題名：態度形成方式對其結構的影響：情感認知及其測量
書刊名：中華心理學刊
作者：吳正桓
作者(外文)：Wu, Chenghuan
出版日期：1992
卷期：34
頁次：頁41-55
主題關鍵詞：態度；情感；認知；測量
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(1) 專書(0) 專書論文(0)
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  • 共同引用共同引用:4
  • 點閱點閱:55
情感(affect) 與認知(cognition) 均被稱為構成態度的主要成份。本研究的主要目的在驗證態度形成過程中，基於直接經驗的態度，因為接觸態度對象物引發的感覺刺激所衍生的情感反應，會比基於間接經驗的態度凸顯，所以情感成份與整體態度(global attitude) 之間，會有較顯著的相關。另外， 本研究亦比較Breekier (1984) 與Rosenberg (1960, 1968)測量情感、認知的方法，何者較能反映直接經驗有無，在態度形成過程中，對情感、認知與整體態度之間相關形式可能造成的差異。本研究以產品評鑑的模式進行。直接經驗的受試者，有的先品嚐態度對象物（花生醬） ，再塡寫測量情感成份的暈表，接著閱讀有關此產品屬性的說明書，再塡寫測量認知成份的量表，最後填寫整體態度與購買意願的暈表。有的受試者則先閱讀產品屬性的說明書，塡寫認知成份量表，再品嚐產品，塡寫情感成份量表。間接經驗組則只閱讀產品說明書，以便塡寫相關量表。其中有的先塡寫情感量表，有的先塡認知量表。結果只有在使用Breckler式量表時，才支持前述假設；亦卽直接經驗組的情感與認知成份指標，均與整體態度有顯著的零序及淨相閼。但在間接經驗組中，情感與整體態度幾乎沒有相關。這個結果也只有在情感先測量的情況才成立；當認知先測量時，態度成份與整體態度的相關形式就有所不同。
Drawing from the distinction made between affect and cognition in the structure of attitude, the study examined the hypothesis that the affective component of direct experience attitudes, under the influence of the sensory/perceptual stimulation by the attitude object, is more salient and thus is better correlated with the global attitude than that of indirect-experience attitudes. In addition, two types of scales measuring affect and cognition were contrasted. One has been constructed by Rosenberg (1960, 1968), the other has variously used by Abelson et al. (1982) and Breckler (1984) (called the Breckler type scales ). Subjects in the direct-experience attitude condition either tasted the product and filled out the affect scales first, then read the product description and filled out the cognition scales; or proceeded in reverse order. In the indirect-experience attitude condition, after subjects read the product description, they responded to the affect measures either before or after taken the cognition measures. Following the measurement of attitude components, all subjects' global attitude toward the product and other supplementary measures were taken. Correlational analysis revealed that the hypotheses were supported as predicted only when the Breckler type scales were used and the affect measures were taken first. The results have important implications for theories of attitude formation and structure, methods of attitude measurement, and attitude change.
期刊論文
1.Wu, C.、Shaffer, D. R.(1987)。Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object。Journal of Personality and Social Psychology，52(4)，677-688。  new window
2.Wicker, Allan W.(1969)。Attitudes versus actions: The relationship of verbal and overt behavioral responses to attitude objects。Journal of Social Issues，25(4)，41-78。  new window
3.McGuire, W. J.(1986)。The vicissitudes of attitudes and similar representational constructs in twentieth century psychology。European Journal of Social Psychology，16，89-130。  new window
4.Millar, M. G.、Tesser, A.(1986)。Effects of affective and cognitive focus on the attitude-behavior relation。Journal of Personality and Social Psychology，51(2)，270-276。  new window
5.Fazio, H. R.、Zanna, P. M.(1978)。On the predictive validity of attitudes: the roles of direct experience and confidence。Journal of Personality，46(2)，228-244。  new window
6.Fazio, R. H.、Chen, J. M.、McDonel, E. C.、Sherman, S. J.(1982)。Attitude accessibility, attitude-behavior consistency, and the strength of the object-evaluation association。Journal of Experimental Social Psychology，18(4)，339-357。  new window
7.Abelson, Robert P.、Kinder, Donald R.、Peters, Mark D.、Fiske, Susan T.(1982)。Affective and Semantic Components in Political Person Perception。Journal of Personality and Social Psychology，42(4)，619-630。  new window
8.Norman, R.(1975)。Affective-Cognitive Consistency, Attitudes, Conformity and Behavior。Journal of Personality and Social Psychology，32，83-91。  new window
9.Fazio, R. H.、Zanna, M. P.、Cooper, J.(1978)。Direct experience and attitude-behavior consistency: an information processing analysis。Personality and Social Psychology Bulletiny，4(1)，48-51。  new window
10.Zajonc, R. B.、Markus, H.(1982)。Affective and cognitive factors in preferences。Journal of Consumer Research，9，123-131。  new window
11.Breckler, Steven J.、Wiggins, Elizabeth C.(1989)。Affect versus evaluation in the structure of attitudes。Journal of Experimental Social Psychology，25，253-271。  new window
12.Zajonc, R. B.(1980)。Feeling and thinking: Preferences need no inferences。American Psychologist，35，151-175。  new window
13.Lazarus, R. S.(1982)。Thoughts on the relations between emotion and cognition。American Psychologist，37(9)，1019-1024。  new window
14.Fazio, R. H.、Zanna, M. P.(1978)。Attitudinal qualities relating to the strength of the attitude-behavior relationship。Journal of Social Experimental Psychology，14(4)，398-408。  new window
15.Edwards, K.(1990)。The interplay of affect and cognition in attitude formation and change。Journal of Personality and Social Psychology，59(2)，202-216。  new window
16.Chaiken, S.、Baldwin, M. W.(1981)。Affective-cognitive consistency and the effect of salient behavioral information on the self-perception of attitudes。Journal of Personality and Social Psychology，41，1-12。  new window
17.Chaiken, S.、Yates, S.(1985)。Affective-cognitive consistency and thought induced attitude polarization。Journal of Personality and Social Psychology，49，1470-1481。  new window
18.Tybout, A. M.、Scott, C. A.(1983)。Availability of well-defined internal knowledge and the attitude formation process: Information aggregation versus self-perception。Journal of Personality and Social Psychology，44，474-491。  new window
19.吳正桓(19890600)。態度形成方式與論點數量對說服的影響。中華心理學刊，31(1)，7-18。new window  延伸查詢new window
20.Breckler, S. J.、Wiggins, E. C.(1991)。Cognitive responses in persuasion: Affective and evaluative determinants。Journal of Experimental Social Psychology，27(2)，180-200。  new window
21.Kothandapani, Virupaksha(1971)。Validation of feeling, belief, and intention to act as three components of attitude and their contribution to prediction of contraceptive behavior。Journal of Personality and Social Psychology，19(3)，321-333。  new window
22.Regan, D. T.、Fazio, R. H.(1977)。On the consistency between attitudes and behavior: Look to the method of attitude formation。Journal of Experimental Social Psychology，13，38-45。  new window
23.Ostrom, Thomas M.(1969)。The relationship between the affective, behavioral, and cognitive components of attitude。Journal of Experimental Social Psychology，5(1)，12-30。  new window
24.Breckler, Steven J.(1984)。Empirical Validation of Affect, Behavior, and Cognition as Destine Components of Attitude。Journal of Personality and Social Psychology，47(6)，1191-1205。  new window
會議論文
1.McArthur, L. Z.(1981)。What grabs you? The role of attention in impression formation and causal attribution。Ontario Symposium on Personality and Social Psychology。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
圖書
1.Mueller, D. J.(1986)。Measuring social attitudes: A handbook for researchers and practitioners。New York：Teachers College Press。  new window
2.Pratkanis, A. R.、Breckler, S. J.、Greenwald, A. G.(1989)。Attitude structure and function。Hillsdale, New Jersey：Lawrence Erlbaum Associates。  new window
3.Osgood, Charles Egerton、Suci, George John、Tannenbaum, Percy H.(1957)。The Measurement of Meaning。Urbana, IL：University of Illinois Press。  new window
4.Petty, Richard E.、Cacioppo, John T.(1986)。Communication and Persuasion: Central and Peripheral Route to Attitude Change。New York：Springer-Verlag。  new window
5.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
圖書論文
1.Abelson, R. P.(1972)。Are attitudes necessary?。Attitudes, conflict, and social change。New York：Academic Press。  new window
2.Ajzen, Icek(1989)。Attitude Structure and Behavior。Attitude Structure and Function。Lawrence Erlbaum Associates, Inc.。  new window
3.Rosenberg, Milton J.、Hovland, Carl I.(1960)。Cognitive, Affective, and Behavioral Components of Attitudes。Attitude Organization and Change: An Analysis of Consistency among Attitude Components。Yale University Press。  new window
4.Leventhal, H.(1984)。A perceptual-motor theory of emotion。Advances in Experimental Social Psychology。New York, NY：Academic Press。  new window
5.Zanna, M. P.、Rempel, J. K.(1988)。Attitudes: A new look at an old concept。The social psychology of knowledge。Cambridge University Press。  new window
6.Breckler, S. J.、Wiggins, E. C.(1989)。On defining attitude and attitude theory: once more with feeling。Attitude structure and function。Hillsdale, NJ：Lawrence Erlbaum Associates, Inc.。  new window
7.Zajonc, R. B.、Markus, H.(1984)。Affect and cognition: The hard interface。Emotions, cognition, and behavior。Cambridge：Cambridge University Press。  new window
8.Cacioppo, J. T.、Petty, R. E.、Geen, T. R.(1989)。Attitude structure and function: From the tripartite to the homeostasis model of attitudes。Attitude structure and function。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
9.Greenwald, A. G.(1989)。Why are attitudes important?。Attitude structure and function。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
10.McGuire, W. J.(1989)。The structure of individual attitudes and attitude systems。Attitude structure and function。Hillsdale, NJ：Lawrence Erlbaum Associates。  new window
11.Rosenberg, M. J.(1960)。An analysis of affective-cognitive consistency。Attitude organization and change。New Haven, CT：Yale University Press。  new window
12.Rosenberg, M. J.(1968)。Hedonism, inauthenticity, and other goals toward expansion of a consistency theory。Theories of cognitive consistency: A sourcebook。Chicago：Rand McNally。  new window
13.Staats, A. W.(1968)。Social Behaviorism and Human Motivation: Principles of the Attitude-Reinforcer-Discriminative System。Psychological foundations of attitudes。New York：Academic Press。  new window
14.Fazio, R. H.、Zanna, M. P.(1981)。Direct experience and attitude-behavior consistency。Advances in experimental social psychology。New York：Academic Press。  new window
15.Bern, Daryl J.(1972)。Self-Perception Theory。Advance in Experimental Social Psychology。New York：Academic Press。  new window
16.McGuire, W. J.(1985)。Attitudes and attitude change。Handbook of social psychology。New York, NY：Random House。  new window
 
 
 
 
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