The purpose of this article is to provide a detailed Attitudes and Opinions, 3rd Edition summary and review, covering all chapters, book analytics, values, the book’s purpose, information about the author, and an overview of its content. The article has been updated with the latest information as of 2024.
Book Details
- Title: Attitudes and Opinions, 3rd Edition
- Authors: Stuart Oskamp, P. Wesley Schultz
- Number of Pages: 592 pages
- Language: English
- Release Date: 2005
- Publisher: Lawrence Erlbaum Associates, Inc.
- Rating: 4.2/5
- Sold-out Copies: 200,000
- Most Popular in: America (United States of America)
Attitudes and Opinions Summary
Significant strides in attitude research have been propelled by recent study revelations, evolving measurement methodologies, the pervasive use of the Internet, and increasingly sophisticated sampling and polling techniques. In this updated rendition, we maintain the vibrancy of the original while staying firmly grounded in scientific inquiry. “Attitudes and Opinions, 3e” upholds the core objectives of the first edition, emphasizing comprehensive coverage.
Attitudes and Opinions Summary delves into both implicit and explicit measures of attitudes, exploring the structure and function of attitudes, the dynamics of public opinion and polling, attitude formation, communication of attitudes and opinions, the interplay between attitudes and behaviors, and the theories and research surrounding attitude change.
Relevance to Everyday Life
Moving beyond academic rigor, the second part of the book addresses contemporary issues and research findings, bringing the topic’s relevance to the forefront. Key areas covered include political and international attitudes (including terrorism), voting behavior, racism and prejudice, sexism and gender roles, and environmental attitudes.
Understanding Attitude Formation
Attitude formation, the process of transitioning from neutrality to a positive or negative stance toward an object, is a fundamental aspect explored in this Attitudes and Opinions Summary. Adults lacking pre-existing attitudes may lack direct or indirect experience with the object in question. The Attitudes and Opinions Summary contends that attitudes are tendencies to respond favorably or unfavorably to an object, shaped by feelings about it.
Factors Influencing Attitude Formation
Gerard and Orive emphasize the role of a person’s expectation of interacting with an object as a key factor in attitude formation. Attitudes can be formed through direct sensory information, inferred from behavior, or even exhibit partial contradictions.
Genetic Influences on Attitudes
McGuire’s work on attitudes and attitude change reveals that while most people believe attitudes can be taught, there are exceptions. Genetic predispositions play a significant role, as demonstrated by studies indicating a median heritability coefficient of 0.35 for attitude topics.
Social Dynamics and Attitude Change
Intergroup contact and changes in social roles emerge as influential factors in attitude modification. The book discusses how exposure to mass media contributes to attitude formation, shaping perceptions, and influencing public opinion on products, behaviors, and political candidates.
Advertising campaigns in the United States represent a substantial investment, exceeding $200 billion annually. This translates to over $700 per person, aimed at influencing individual perspectives. Notably, television, newspapers, and magazines emerge as the primary mediums, collectively commanding billions of dollars in advertising expenditure.
Challenges in Persuasion
Despite significant financial investments, studies analyzing US Army propaganda films from 1949 revealed shortcomings in achieving desired attitudes and motivational changes. This pivotal research triggered significant shifts in research focus, prompting a reevaluation of the variables influencing the persuasive process.
Understanding Persuasion Dynamics
Dependent variables in persuasion research encompass various outcomes arising from communication efforts. Key independent variables include the source, message, audience, medium, and target behavior. Media variables, including print, radio, television, and interpersonal communication, play crucial roles in shaping public perceptions and attitudes.
Media Influence and Attention Allocation
The media’s power to elevate people, events, and issues through coverage is undeniable. Notably, unknown political candidates garner substantial attention following early primary victories, illustrating the media’s role in shaping political narratives. Furthermore, celebrities like Bill Cosby and Jay Leno wield significant persuasive influence due to their pervasive media presence.
Evolution of Communication Models
Early communication models proposed a two-step flow, suggesting information dissemination from mass media to opinion leaders and subsequently to the general public. However, subsequent research has unveiled the complexities of persuasive communication, highlighting its nuanced and multifaceted nature.