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Attitude and Values in Personality Development
Understanding Psychological Foundations for Behavior Change in Agricultural Extension
Learning Outcomes
- Understand the concept, components, and characteristics of attitudes
- Analyze major attitude formation and change theories
- Differentiate between values, beliefs, and attitudes
- Apply attitude measurement techniques in agricultural contexts
- Develop strategies for positive attitude formation in extension work
- Understand the relationship between attitudes, values, and farmer behavior
1. Introduction to Attitudes
Attitudes are fundamental psychological constructs that significantly influence human behavior, decision-making, and social interactions. In agricultural extension, understanding farmer attitudes is crucial for successful technology adoption and behavior change.
Definition: "An attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor" (Eagly & Chaiken, 1993). Attitudes represent our predispositions to respond positively or negatively to people, objects, ideas, or situations.
Key Characteristics of Attitudes
- Direction: Positive or negative evaluation (for/against)
- Intensity: Strength of the positive or negative feeling
- Salience: Importance of the attitude to the individual
- Accessibility: How easily the attitude comes to mind
- Stability: Resistance to change over time
- Specificity: General vs. specific to particular situations
A farmer's attitude toward organic farming might be:
Direction: Positive (favors organic methods)
Intensity: Strong (strongly believes in organic principles)
Salience: High (important part of farming identity)
Accessibility: High (frequently discusses organic farming)
Stability: Moderate (might change with new evidence)
Specificity: Specific to farming practices
Importance in Agricultural Extension
Attitudes play a critical role in agricultural development because they:
- Influence technology adoption decisions
- Affect risk perception and management
- Shape responses to extension messages
- Impact participation in farmer groups and programs
- Determine sustainability of practice changes
2. Components of Attitudes
The Tri-component Model of Attitudes (Rosenberg & Hovland, 1960) proposes that attitudes consist of three interrelated components:
ABC Model of Attitudes
| Component | Description | Agricultural Example |
|---|---|---|
| A - Affective | Emotional reactions and feelings toward an object | Feeling happy about using organic methods |
| B - Behavioral | Predisposition to act in certain ways toward an object | Intention to adopt drip irrigation |
| C - Cognitive | Beliefs, thoughts, and knowledge about an object | Belief that chemical fertilizers harm soil health |
Component Consistency
The three components are generally consistent with each other, but inconsistencies can occur, creating cognitive dissonance (Festinger, 1957).
A farmer might:
Cognitive: Believe organic farming is better for the environment
Affective: Feel anxious about yield reduction
Behavioral: Continue using chemical fertilizers
This inconsistency creates psychological discomfort that motivates attitude change or justification.
Single vs Multi-component Views
While the tri-component model is widely accepted, some researchers argue for simpler conceptualizations:
| Perspective | Key Proponent | View of Attitudes |
|---|---|---|
| Unidimensional | Thurstone (1928) | Attitudes as overall evaluation on a continuum |
| Bidimensional | Kaplan (1972) | Separate positive and negative components |
| Tricomponent | Rosenberg & Hovland (1960) | Affective, behavioral, and cognitive components |
Theoretical Foundation: The ABC model provides a comprehensive framework for understanding attitudes, though debate continues about whether all three components are necessary for attitude formation and whether they must be consistent.
3. Characteristics and Functions of Attitudes
Attitudes serve important psychological functions and exhibit specific characteristics that influence their formation and change.
Key Functions of Attitudes
Helps organize and simplify complex information, providing a framework for understanding the world.
Agricultural Example: Categorizing farming practices as "traditional" vs "modern"
Helps maximize rewards and minimize punishments from the environment.
Agricultural Example: Adopting practices that bring economic benefits
Protects self-esteem and reduces internal conflicts.
Agricultural Example: Justifying traditional practices to maintain self-worth
Expresses central values and self-concept.
Agricultural Example: Organic farming expressing environmental values
Characteristics Influencing Attitude Strength
| Characteristic | Description | Impact on Behavior |
|---|---|---|
| Accessibility | How quickly attitude comes to mind | Highly accessible attitudes better predict behavior |
| Ambivalence | Conflicting positive and negative evaluations | Ambivalent attitudes predict behavior less reliably |
| Certainty | Confidence in attitude correctness | Certain attitudes are more stable and influential |
| Personal Importance | Significance to individual's values and goals | Important attitudes strongly influence behavior |
Attitude-Behavior Consistency
The relationship between attitudes and behavior is moderated by several factors:
Factors Influencing Attitude-Behavior Consistency
-
Specificity Match
General attitudes predict general behaviors; specific attitudes predict specific behaviors
-
Social Context
Social norms and pressures can override personal attitudes
-
Personal Experience
Attitudes based on direct experience better predict behavior
-
Perceived Control
Beliefs about ability to perform the behavior
According to Ajzen's (1991) Theory of Planned Behavior, behavior is determined by:
• Attitude toward behavior: Is it beneficial?
• Subjective norms: What do important others think?
• Perceived behavioral control: Can I do it?
These three factors influence behavioral intention, which predicts actual behavior.
4. Attitude Formation Theories
Several theoretical frameworks explain how attitudes develop and change over time.
Key Concept: Attitudes are learned through various mechanisms
| Mechanism | Description | Agricultural Example |
|---|---|---|
| Classical Conditioning | Association between neutral stimulus and emotional response | Positive feelings toward extension workers who provide useful help |
| Operant Conditioning | Reinforcement for expressing certain attitudes | Social approval for adopting community-preferred practices |
| Observational Learning | Learning attitudes by observing others | Adopting attitudes of successful farmers in the community |
Key Concept: People seek consistency among their attitudes, beliefs, and behaviors
Cognitive Dissonance Theory (Festinger, 1957)
When attitudes and behaviors are inconsistent, psychological discomfort (dissonance) motivates change.
A farmer who values environmental protection but uses harmful pesticides experiences dissonance. They might:
• Change behavior (switch to organic methods)
• Change attitude ("The environmental impact isn't that bad")
• Add consonant cognitions ("I need chemicals to feed my family")
• Minimize importance ("My small farm doesn't matter much")
Key Concept: People infer their attitudes by observing their own behavior
A farmer who initially has no strong opinion about soil testing tries it because of extension advice. After seeing positive results, the farmer observes their own behavior and concludes "I must value soil testing" - thus developing a positive attitude.
Elaboration Likelihood Model (Petty & Cacioppo, 1986)
This dual-process theory explains how attitudes are formed and changed through different routes:
| Route | Process | Conditions | Agricultural Example |
|---|---|---|---|
| Central Route | Careful evaluation of arguments and evidence | High motivation and ability to process | Farmer analyzes research data on new variety |
| Peripheral Route | Use of mental shortcuts and cues | Low motivation or ability to process | Farmer adopts practice because respected leader recommends it |
5. Attitude Change Strategies
Effective attitude change requires understanding the principles and techniques that influence how people modify their evaluations.
Communication-Persuasion Approach
Key Elements of Persuasive Communication
-
Source Characteristics
Credibility, expertise, trustworthiness, attractiveness of communicator
-
Message Characteristics
Argument quality, fear appeals, one-sided vs two-sided messages
-
Channel Characteristics
Medium of communication (face-to-face, media, digital)
-
Receiver Characteristics
Intelligence, self-esteem, personality, initial attitude position
Effective Persuasion Techniques
Effective Persuasion Strategies
- Establish source credibility and trustworthiness
- Use strong, evidence-based arguments
- Appeal to receiver's values and interests
- Use appropriate fear appeals with efficacy information
- Provide two-sided arguments for skeptical audiences
- Use multiple channels for message reinforcement
Ineffective Approaches
- Overwhelming with technical information
- Using extreme fear appeals without solutions
- Ignoring audience's current knowledge and beliefs
- Using one-sided arguments for knowledgeable audiences
- Failing to establish communicator credibility
- Using inappropriate communication channels
Behavior-First Approaches
Sometimes changing behavior first can lead to attitude change:
| Technique | Description | Agricultural Application |
|---|---|---|
| Foot-in-the-Door | Start with small request, then larger one | Start with small demonstration plot, then full adoption |
| Door-in-the-Face | Start with large request, then smaller one | Propose complete system change, then settle for partial |
| Low-Ball | Get commitment, then increase cost | Commit to practice, then learn full implementation requirements |
Situation: Farmers resistant to soil testing
Strategy:
• Use respected local farmer as communicator (source credibility)
• Show clear yield comparison data (strong arguments)
• Offer free initial testing (reduce barriers)
• Provide simple interpretation of results (understandable message)
• Follow up with personalized recommendations (relevance)
Result: Significant increase in soil testing adoption and positive attitude development
6. Understanding Values
Values are fundamental beliefs that guide attitudes and behavior, representing what people consider important in life.
Definition: "Values are enduring beliefs that a specific mode of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state of existence" (Rokeach, 1973).
Characteristics of Values
- Enduring: Relatively stable over time
- Abstract: Not tied to specific objects or situations
- Guiding: Influence attitudes, judgments, and behavior
- Hierarchical: Organized by importance
- Cultural: Influenced by cultural context
- Limited: Small number of core values guide most behavior
Types of Values
Desirable end-states of existence (goals)
Examples: Happiness, security, freedom, accomplishment
Preferred modes of behavior (means)
Examples: Honesty, responsibility, courage, ambition
Individual priorities and principles
Examples: Family security, self-respect, pleasure
Collective ideals and standards
Examples: Equality, justice, environmental protection
Schwartz's Theory of Basic Values
Shalom Schwartz identified ten universal values organized in a circular structure:
| Value Type | Description | Agricultural Expression |
|---|---|---|
| Self-Direction | Independence, creativity, freedom | Farmer innovation, independent decision-making |
| Stimulation | Excitement, novelty, challenge | Trying new crops or technologies |
| Hedonism | Pleasure, enjoyment of life | Choosing enjoyable farming activities |
| Achievement | Success, capability, ambition | Striving for higher yields or quality |
| Power | Social status, prestige, control | Leadership in farmer organizations |
| Security | Safety, harmony, stability | Risk-averse farming strategies |
| Conformity | Obedience, self-discipline | Following traditional practices |
| Tradition | Respect for customs, humility | Preserving ancestral farming methods |
| Benevolence | Helpfulness, honesty, forgiveness | Community cooperation and sharing |
| Universalism | Social justice, environmental protection | Sustainable and ethical farming |
7. Values in Agricultural Context
Understanding farmer values is essential for effective extension work and sustainable agricultural development.
Core Agricultural Values
Responsible management of land and resources for future generations
Expression: Soil conservation, water management, biodiversity protection
Independence and ability to provide for oneself and family
Expression: Food sovereignty, seed saving, diversified production
Cooperation, mutual support, and collective well-being
Expression: Farmer cooperatives, knowledge sharing, collective action
Respect for ancestral knowledge and cultural practices
Expression: Indigenous farming methods, local varieties, cultural rituals
Value Conflicts in Agricultural Development
Agricultural modernization often creates value conflicts that extension workers must navigate:
| Value Conflict | Description | Resolution Strategies |
|---|---|---|
| Tradition vs Innovation | Conflict between ancestral practices and modern methods | Integrate traditional knowledge with scientific approaches |
| Individual vs Community | Tension between personal profit and collective good | Demonstrate mutual benefits, create cooperative structures |
| Production vs Conservation | Conflict between immediate yields and long-term sustainability | Show how conservation can enhance long-term productivity |
| Economic vs Cultural | Tension between profitability and cultural significance | Find economic value in cultural practices, gradual transition |
Values and Technology Adoption
Farmer values significantly influence technology adoption decisions:
Value-Based Adoption Framework
-
Value Compatibility Assessment
Farmers evaluate whether technology aligns with their core values
-
Value Trade-off Analysis
Weighing which values might be enhanced or compromised
-
Value Integration Strategy
Finding ways to adapt technology to preserve important values
-
Value Expression Opportunity
Using adoption to express important values to others
Instead of promoting drip irrigation solely as a water-saving technology (universalism value), extension workers might also emphasize:
• Reduced labor requirements (self-direction value)
• Higher and more reliable yields (achievement value)
• Ability to grow high-value crops (power value)
• Consistent family income (security value)
This multi-value approach increases adoption across different farmer segments.
8. Measurement Techniques
Accurate measurement of attitudes and values is essential for effective extension program design and evaluation.
Attitude Measurement Methods
| Method | Description | Agricultural Application | Advantages | Limitations |
|---|---|---|---|---|
| Likert Scale | Degree of agreement with statements | "I believe organic farming improves soil health" (Strongly agree to strongly disagree) | Easy to construct and analyze | Social desirability bias, central tendency |
| Semantic Differential | Rating between bipolar adjectives | Chemical fertilizers: Harmful _ _ _ _ _ Beneficial | Captures affective component | Cultural variation in adjective meanings |
| Thurstone Scale | Equal-appearing intervals method | Selecting statements that represent attitude position | Interval-level measurement | Complex construction process |
| Guttman Scale | Cumulative scaling technique | Pattern of agreement indicates attitude intensity | Unidimensional measurement | Difficult to develop for complex attitudes |
Value Measurement Instruments
Ranking of 18 terminal and 18 instrumental values by importance
Application: Understanding farmer value priorities and conflicts
Rating importance of 57 values representing 10 value types
Application: Cross-cultural value comparisons and segmentation
Nine core values relevant to consumer behavior
Application: Understanding market-oriented farming decisions
Psychographic segmentation based on values and resources
Application: Farmer segmentation for targeted extension
Implicit Measurement Techniques
For attitudes people may be unwilling or unable to report explicitly:
Implicit Measurement Methods
- Behavioral Observation: Actual behavior as attitude indicator
- Physiological Measures: Heart rate, skin conductance responses
- Reaction Time Measures: Implicit Association Test (IAT)
- Projective Techniques: Story completion, picture interpretation
Measurement Challenges
- Social desirability bias in self-reports
- Lack of awareness of implicit attitudes
- Context effects on attitude expression
- Question wording and order effects
9. Key Takeaways
Essential Insights on Attitudes and Values
- Attitudes have three components: Affective (feelings), behavioral (intentions), cognitive (beliefs) that should ideally be consistent
- Values guide attitudes: Core values shape how we evaluate people, objects, and ideas
- Multiple formation pathways: Attitudes form through learning, social influence, and cognitive processes
- Change requires understanding: Effective attitude change considers source, message, channel, and receiver characteristics
- Measurement matters: Different techniques capture explicit and implicit attitudes
- Context is crucial: Social and cultural factors significantly influence attitude expression and change
- Value conflicts are common: Agricultural development often involves navigating competing values
- Consistency drives behavior: People seek alignment between attitudes, values, and behaviors
Principles for Attitude-Informed Extension
-
Understand Before Advocating
Thoroughly assess existing attitudes and values before promoting change
-
Respect Cultural Foundations
Acknowledge and work within existing value systems
-
Use Multiple Influence Pathways
Combine central and peripheral route persuasion strategies
-
Create Consistency Opportunities
Design experiences that align attitudes, values, and behaviors
-
Leverage Social Networks
Use opinion leaders and social proof to facilitate change
-
Monitor and Adapt
Continuously assess attitude changes and adjust strategies accordingly
10. References
Academic References
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
- Bem, D. J. (1972). Self-perception theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 6, pp. 1-62). Academic Press.
- Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich.
- Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press.
- Kaplan, K. J. (1972). On the ambivalence-indifference problem in attitude theory and measurement: A suggested modification of the semantic differential technique. Psychological Bulletin, 77(5), 361-372.
- Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 19, pp. 123-205). Academic Press.
- Rokeach, M. (1973). The nature of human values. Free Press.
- Rosenberg, M. J., & Hovland, C. I. (1960). Cognitive, affective, and behavioral components of attitudes. In M. J. Rosenberg, C. I. Hovland, W. J. McGuire, R. P. Abelson, & J. W. Brehm (Eds.), Attitude organization and change (pp. 1-14). Yale University Press.
- Schwartz, S. H. (1992). Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries. In M. P. Zanna (Ed.), Advances in experimental social psychology (Vol. 25, pp. 1-65). Academic Press.
- Thurstone, L. L. (1928). Attitudes can be measured. American Journal of Sociology, 33(4), 529-554.
Agricultural Extension References
- Adesina, A. A., & Baidu-Forson, J. (1995). Farmers' perceptions and adoption of new agricultural technology: Evidence from analysis in Burkina Faso and Guinea, West Africa. Agricultural Economics, 13(1), 1-9.
- Leeuwis, C. (2004). Communication for rural innovation: Rethinking agricultural extension. Blackwell Science.
- Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
- Vanclay, F. (2004). Social principles for agricultural extension to assist in the promotion of natural resource management. Australian Journal of Experimental Agriculture, 44(3), 213-222.
- Vogel, I. (2012). Review of the use of 'Theory of Change' in international development. UK Department for International Development.
Practical Application: This comprehensive resource integrates psychological theories of attitudes and values with practical agricultural extension applications. Understanding these fundamental concepts enables more effective communication, program design, and behavior change interventions in agricultural development contexts.
Course: Personality Development (Ext 011)
Topic: Attitude and Values - Psychological Foundations for Behavior Change
Focus: Theoretical concepts, measurement approaches, and practical applications in agricultural extension
"Attitudes are the psychological lenses through which we view the world, while values are the compass that guides our journey through it."
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