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What is Attitude Strength

Handbook of Research on Instructional Systems and Technology
Attitude strength is the stability of an attitude and the impact the attitude has on information processing and behavior.
Published in Chapter:
Social Psychology and Instructional Technology
Robert A. Bartsch (University of Houston - Clear Lake, USA)
Copyright: © 2008 |Pages: 8
DOI: 10.4018/978-1-59904-865-9.ch066
This chapter examines how principles in social psychology can be applied to instructional technology. Two areas are discussed to explain why individuals would have a positive attitude towards instructional technology but not engage in consistent behaviors. Social psychological research demonstrates attitudes do not necessarily correlate with behaviors. Factors that moderate this relationship include attitude extremity, attitude importance, attitude accessibility, direct experience, attitude specificity, habits, and social norms. Additionally, if individuals cannot comprehend messages, they cannot develop their knowledge of instructional technology even if they wanted. To comprehend messages, individuals have to have the ability (i.e., both knowledge and time) to thoroughly process them. Examples are provided illustrating each of these concepts. The author hopes by examining the field of social psychology, new ideas, new understanding, and new areas of research can emerge in the field of instructional technology.
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