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The aim of this study is to explain the effect of arousal on consumer’s attitude towards a direct service in terms of evaluation extremity. An important element within consumer behavior is the attitude that consumers have towards products and services. After the conceptual framework was developed through an extensive literature review on arousal, attitude and services, a hypothesis was formulated stating that: Arousal has an effect on consumer's attitude towards a direct service in terms of their evaluation extremity.  An experiment was carried out within various lectures of a university in Sweden, whereas the sampling used was a convenience sample of university students. The total amount of respondents who participated in the experiment were 154, whereof 102 were valid respondents. The experimenttriggerused to influence their level of arousal was caffeinated coffee, while the control trigger was decaffeinated coffee. The Fishbein model was used to measure attitude translated into a questionnaire which was administered at the experiment, while the three adjective scale was utilized to measure the level of arousal for control. The collected data was imported into the statistics program SPSS for analysis and discussion. Quality criteria and ethics standards were adhered to  during the entire research process. At the conclusion of the research, the hypothesis was accepted. However, it should be taken into consideration that the caffeine did not have the desired effect on the level of arousal, and the study mainly used the control questions for arousal to find a significance level. The study was deemed successful though, in that after calculating positive pretests for validity, the results showed that the aroused participants had a significantly more extreme attitude than the non-aroused participants. In that the experiment and results are original, it allows for further related research. Finally, to insure the validity of the results of this study, it is pertinent that the experiment’s results are replicated by future studies.

The basic problem of this study Is whether or not the semantic differential attitude instrument may be used to measure attitude Intensity. The method of determining this is to use an instrument which is known to measure attitude Intensity in conjunction with the semantic differential and determine whether or not a significant correlation exists between the two.

Akademisk avhandling--Uppsala. / Extra t.p., with thesis statement, inserted.

The error choice (EC) technique was among the earliest indirect attitude measures developed and was originally designed to overcome social desirability concerns (Hammond, 1948). This programme of research set out to advance EC research in several ways. First, an exploratory factor analysis examined whether participants’ responses to the EC target items produced a systematic pattern of responding. The factor analysis indicated that a single underlying factor best accounted for the data. Additionally, the EC measure demonstrated good reliability across the 3 studies. Second, these studies provided evidence that the EC measure is, at least in part, attitudinal. The EC measure showed a modest positive correlation with the direct measure of attitude in all 3 studies. This suggested that participants’ responses to the EC target items were, at least partially, attitudinal. Additionally, across the studies participant’s EC scores did not change between the high and low social desirability conditions, while participants’ scores on the direct measure were significantly more positive in the high social desirability condition. These findings suggest that the EC measure is, to some degree, resistant to socially desirable responding. Studies 2 and 3 also represent the first time that recommendations made by early EC researchers to improve the EC technique were systematically examined. In these studies the amount of time participants had to complete the EC measure was restricted. The time restriction did not improve the performance of the EC measure. The other optimal condition examined in Study 3 was the presence and absence of filler items in the EC measure. Indeed, removing filler items from the EC measure did not negatively impact its performance. Finally, this programme of research compared the EC measure with more contemporary indirect measures of attitude. In Study 2, the Implicit Association Test (IAT) was compared with the EC and direct measure. In Study 3, the Personalized IAT was compared to the EC and direct measure. The results revealed that neither the IAT nor PIAT correlated with the EC measure. In summary, these results suggest the EC technique holds some promise as an approach to attitude measurement and is well worth resurrecting. / Thesis (Ph.D, Psychology) -- Queen's University, 2010-04-21 09:32:11.904