A Conflict in Norms; Metric Versus English Units of Linear Measurement

Summary

This study examined the relationship between incoming information and a person's attitude. The hypothesis tested was that information operates on the cognitive component of attitude which, if sufficiently reorganized, occasions change in the affective component, and that this, if sufficiently large, finally actuates the behavioral component. This hierarchical tricomponent hypothesis was tested by

(a) establishing through factor analysis that cognition, affect, and behavior (each represented by 10 Likert-type statements) were unique attitude components, and thus that dynamic consistency among them is attributable to linkages and not duplication;

(b) establishing through χ² analysis that observed triadic change patterns were significantly more consistent with the hypothesized hierarchy than chance alone would allow;

(c) establishing through a comparison of conditional component changes that the direction of the critical dyadic change patterns were consistent with the hypothesized hierarchy: namely, that cognitive change preceded affective change, and that it, in turn, preceded behavioral change;

(d) establishing through a comparison of group means that the amount of cognitive and affective change was significantly greater for those Ss experiencing affective and behavioral change, respectively, than for those Ss not experiencing such change;

(e) establishing through the use of 25 different change criteria that the foregoing results are relatively stable, and not an artifact of any specific criterion of “attitude change.”