Attitude and Behavioral Prediction

An introduction to the concept of attitude and its role in behavioral prediction.  The course will cover standardized attitude measurement instruments (e.g., GThurstone, Likert, Guttman and Semantic Differential Scales), expectancy-value models, and psychological or individual level theories of behavioral prediction and change (e.g., Health Belief Model, Theory of Reasoned Action, Theory of Planned Behavior, Social Cognitive Theory, Theory of Interpersonal Relations and Subjective Culture, and the Transtheoretical Stage of Change Model).  Emphasis will be placed upon how an understanding of theory and measurement is necessary for developing effective behavior change interventions.