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FOCAL CONCEPTS
Prepared by:Ms. Johanna C. Saldo
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defined as a mental predisposition
to act that is expressed by
evaluating a particular entity withsome degree of favor or disfavor
Mental orientations towards
concepts
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refers to our beliefs,
theories, expectancies,cause-and-effect beliefs,
and perceptions relative tothe focal object.
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refers to our feeling with
respect to the focal objectsuch as fear, liking or anger
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refers to our goals,
aspirations, and ourexpected responses to the
attitude object.
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considered to be the central
component of attitudes. consist of the imputation of some
degree of goodness or badness to
an attitude object functions of the cognitive,
affective and behavioral intentions
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It can function as frameworks andreferences for forming conclusions
and interpreting or acting for oragainst an individual, individuals, aconcept or an idea.
Attitude can influence the way we actand think in the social communities
we belong
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is a reason or set of reasons
for engaging in a particularbehavior
refers to initiation, direction,
intensity and persistence of
human behavior. (Geen, 1995)
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Self -actualization
Self-esteem
Social Needs
Safety & Security
Physiological Need
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sometimes called as Motivator-Hygiene Theory.
2 factors: Motivators (e.g. recognition, challenging
work w/c gives positive satisfaction)
Hygiene factors (status, salary andfringe benefits) which can motivate ifpresent but if absent will result in
demotivation
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Created by Clayton Alderfer
Existence (physiological andsafety needs)
Relatedness (Social and self-
esteem)
Growth (self-actualization)
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direct behavior toward
particular goals lead to increased effort and
energy
increase initiation of, and
persistence in, activities
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enhance cognitive processing
determine whatconsequences are reinforcing
lead to improvedperformance
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is an impression that one is
capable of performing in a certain
manner or attaining certain goals it is a belief that one has the
capabilities to execute courses ofactions required to manage
prospective situations.
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Self-esteem relates to a
persons sense of self-worthSelf-efficacy relates to a
persons perception of their
ability to reach a goal.
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is the most commonmeasurement tool in the affective
domain it essentially requires an
individual to provide an accountof his attitude or feelings toward aconcept or idea or people.
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is a set of categories designed to
elicit information about a
quantitative attribute in socialscience.
basic feature is that it consists ofa number categories, these are
usually assigned integers.
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it tries to assess an individuals
reaction to a specific words,
ideas or concepts in terms of
ratings on bipolar scales
defined with contrastingadjectives at each end
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Good ___ ___ ___ ___ ___ ___ ___ Bad
3 2 1 0 1 2 3
0 is labeld as neutral
1 slightly2 quite3 extremely
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Bipolar adjectives are simple,economical means for obtaining data
on peoples reactions. Ratings on bipolar adjective scales
tend to be correlated. 3 dimensions are
(EPA):1. Evaluation 3. Activity
2. Potency
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Some adjective scales are almost
pure measures of the EPA
dimensions: Example: good-bad for Evaluation
powerfulpowerless for Potencyfast-slow for Activity
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EPA measurements are
appropriate when one is
interested in affective responses.The SD has been used as a
measure of attitude in a widevariety of projects
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Thurstone is considered to be the
Father of attitude measurement. He
addressed the issue of how favorablean individual is with regard to a given
issue
He developed an attitude continuumto determine the position of
favorability on the issue.
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____1. Reproductive Health Bill is
morally wrong. (scale value = 0.9)
____2. I am not interested ifReproductive Health Bill is right or
wrong. (scale value = 5.4)
____3. I believe that RH Bill should begiven consideration. (scale value =10.3)
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In 1932, Likert developed the method
of summated ratings (or Likert Scale),
which is still widely used. The Likert scale requires that
individuals tick on a box to report
whether they strongly agree,agree, are undecided, disagree,
or strongly disagree.
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1. Pick individual items to include.Choose individual items that youknow correlate highly with the totalscore across items.
2. Choose how to scale each item3. Ask your target audience to mark
each item.4. Derive a targets score by adding the
values that target identified on each
item
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Use of Facebook
1- Strongly Disagree 3 - Agree
2- Disagree 4 Strongly Agree
1. Facebook has become part of 1 2 3 4
my daily routine2. I have used Facebook to keep
In touch with my old friends 1 2 3 4
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In 1944, Guttman suggested thatattitude should be measured by
multidimensional scales as opposed to
unidimensional scales
He developed the Scalogram Analysis,
Cumulative Scaling or Guttman Scaling Major characteristic of this scale is that
the response to one item helps predict
the responses to other items
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I like cake
if the respondent respond
negatively to this item then it willbe predictive that he will notrespond positively to thisstatement:
Cakes are great for breakfast
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Here is an example of a Guttman scale - the Bogardus SocialDistance Scale:
(Least extreme) Are you willing to permit immigrants to live in your country?
Are you willing to permit immigrants to live in yourcommunity? Are you willing to permit immigrants to live in your
neighbourhood? Are you willing to permit immigrants to live next door to
you? Would you permit your child to marry an immigrant?(Most extreme)E.g., agreement with item 3 implies agreement with items 1
and 2.
http://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scalehttp://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scalehttp://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scalehttp://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scalehttp://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scalehttp://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scalehttp://en.wikipedia.org/wiki/Bogardus_Social_Distance_Scale8/3/2019 Affective Domain Concepts
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the most common and perhaps
the easiest instrument in the
affective domain.A checklist consist of simple
items that the student or teachermarks as absent or present
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1. Enumerate all the attributes and
characteristics you wish to observe
relative to the concept being measured.2. Arrange these attributes as a shopping
list of characteristics
3. Ask the students to mark thoseattributes or characteristics which are
present and to leave a blank those which
are not
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__ 1. ask an interesting, speculative question__ 2. show a picture, tell a little story__ 3. try playfulness, silliness, and use props
__ 4. signal students auditorily: use a bell,beeper or timer.__ 5. vary your tone of voice: loud, soft,
whispering
__ 6. use colors: colored chalk, coloredpapers
__ 7. use eye contact
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Construct a rating scale
Measuring attitudes toward the use of
cellphone for texting Measuring attitudes towards Mathematics
Measuring attitudes towards to-be
implemented Sex education in elementary Measuring attitudes towards the use of
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Construct a checklist
Classroom observation for a practice
teacher Good interpersonal relations checklist
Study habits checklist Checklist for behavior demonstrating
good manners and right conduct