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Майкл Ляйппе «Социальное влияние» (стр. 130 из 136)

Существует также метод контент-анализа, который предназначен для анализа письменных сочинений, групповых дискуссий и других вербальных реакций, причем анализ производится по таким параметрам, как сложность мышления, оценочная последовательность мышления и знание предмета.

Для оценки концептуальных переменных, имеющих отношение к установкам, используются также измерения временных и физиологических показателей. Например, для изучения доступности и силы установок измеряется время, которое необходимо людям для того, чтобы сообщить о своем согласии или несогласии с краткими установочными высказываниями.

Измерение физиологических показателей, таких как частота сердцебиения и гальванические кожные реакции (связанные с потоотделением), уже давно используется при исследовании эмоций и аффективных компонентов установок. Проводя традиционные процедуры измерения физиологических показателей, можно достоверно зарегистрировать изменения интенсивности чувств и эмоций, но такие данные не позволяют судить о том, какие установки отражают эти эмоции — позитивные или негативные. Тем не менее не так давно исследователи начали изучать весьма специфические физиологические реакции на социальные стимулы и предполагают, что эти реакции могут отражать фактическую ориентацию установок человека по отношению к социальному стимулу, однако эта гипотеза требует дальнейшей проверки. Например, в исследованиях по одной тщательно разработанной программе получены данные наблюдений, которые говорят о том, что когда люди слушают и обдумывают убеждающее сообщение, у них происходят небольшие, но поддающиеся измерению изменения активности лицевых мускулов, находящихся вокруг рта (Cacioppo and Petty, 1987). Известно, что эти изменения имеют различный характер для случаев, когда реципиент возражает против доводов, приведенных в сообщении, и когда это сообщение вызывает когнитивные реакции согласия.

В целом можно сказать, что в работах, посвященных исследованию изменения установок и социального влияния, применяется множество самых разнообразных измерительных методик, причем некоторые подходы разработаны лучше, чем другие.


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