University of Southern California Dissertations and Theses

An Experimental Test Of Fishbein'S Behavioral Intentions Model In The Prediction Of Interpersonal Communication Acts

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An Experimental Test Of Fishbein'S Behavioral Intentions Model In The Prediction Of Interpersonal Communication Acts

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Content AN EX PERIM EN TA L. T E ST OF FISH B E IN 'S BEHAVIORAL. INTEN TIO NS M O D E L IN TH E PR E D IC T IO N OF IN T E R PE R SO N A L COM MUNICATION A C T S by G eo rge E d w ard D ie ste l A D is s e rta tio n P r e s e n te d to the FA C U L T Y O F THE GRADUATE SCHOOL UNIVERSITY O F SOUTHERN CALIFORNIA In P a r t ia l F u lfillm e n t of the R e q u ire m e n ts fo r the D e g re e DOCTOR OF PH ILO SOPHY (C om m unication) S e p tem b er 1971 $ 72-11,918 DIESTEL, George Edward, 1937- A N EXPERIMENTAL TEST OF FISHBEIN'S BEHAVIORAL INTENTIONS M O D EL IN THE PREDICTION OF INTERPERSONAL COM M UNICATION ACTS. University of Southern California, Ph. D., 1971 Psychology, experimental University Microfilms, A X E R O X Company, Ann Arbor, Michigan C opyrigh t Q by GEORGE EDW ARD D IE ST E L 1971 THIS DISSERTATION HAS BEEN MICROFILMED EXACTLY AS RECEIVED UNIVERSITY O F SOUTHERN CALIFORNIA THE GRADUATE SCH O O L UNIVERSITY PARK LOS ANOELES, CALI FO RNIA 0 0 0 0 7 This dissertation, written by ........................ under the direction of A is Dissertation Com mittee, and approved by all its members, has been presented to and accepted by The Gradu ate School, in partial fulfillment of require ments of the degree of D O C T O R O F P H I L O S O P H Y D d f e „ S £ & t£ J c n k £ X .J .2 1 l _____ DISSE " T E R - . C kminmmm i f • « ! * ■ * * • ■ • t u t A / • il ■ ■ PLKA3I M O T E : S o m p«B«> bav« in d is tin c t p r in t . F ila sd n ra ca iv sd . UNIVERSITY MICROFILMS. ACK NOW LEDG M ENTS I M a rtin F is h b e in 's s c h o la rs h ip p ro v id ed the id eo lo g ical m o tiv a tio n fo r th is study. T his study w as dependent upon the a v a ila b ility of la rg e am ou nts of unpu b lish ed a n d /o r "in p r e s s " s c h o la rs h ip w hich D r. F is h b e in and h is a s s o c ia te s and stu d e n ts fu rn ish e d c h e e rfu lly and p ro m p tly . 1 a m indebted to th e stu d en ts who s e rv e d a s su b je c ts in th is study and to m y c o llea g u es who m o tiv a te d th e ir p a rtic ip a tio n . I w ish to th ank m y stu d e n ts who s e rv e d a s r e s e a r c h a s s is ta n ts during d a ta c o lle c tio n and p ro c e s s in g , e s p e c ia lly C h a rle s T a rp le y . Tony Savino d e s e r v e s m uch th an k s fo r designing and building the e le c tro n ic e q u ip m en t fo r the m e a s u r e m e n t of talk . My th an k s to D r. G ary C ronkhite fo r v a rio u s su g g e stio n s. I 1 cannot h e re th an k a ll a t USC who h elp ed m ak e m y stu d ie s so exciting and s e lf-d e te rm in in g . 1 w ant to single out and thank a ll the b a c k e rs of USC and p a r tic u la rly m y d is s e r ta tio n c o m m itte e m e m b e r s . I w ant to th an k D r. and M r s . M ilton D ickens fo r th e ir fa c ilita tio n , D r. | I W alter F i s h e r fo r h is c a rin g , and D r. J a m e s o n fo r h is in te r e s t. M y y e a r s a t USC n e c e s s ita te d a m in im u m of w hat C a rl R o g e rs would c a ll "in c o n se q u e n tia l. " I w ant m y fello w stu d e n ts and th e facu lty to know th a t fo r th is I am g ra te fu l. r T A B L E OF CON TENTS ACKNOW LEDGM ENTS LIST O F T A B L ES . . . LIST OF FIG U R E S . . . C h a p te r I. THE P R O B L E M O rig in of the P ro b le m F is h b e in 's M odel S tatem en t of the P ro b le m S ignificance of th e P ro b le m D efinition of T e r m s R eview of the L ite r a tu re L ite r a tu r e D ealing with the A ttitu d e -B e h a v io r R e la tio n sh ip F is h b e in and A s s o c ia te s 'R e s e a r c h C o n trib u tio n s R e s e a r c h A tte m p ts to V alidate F is h b e in 's M odel S u m m ary and P re v ie w of R e m a in in g C h a p te rs II. M E T H O D O L O G Y ........................................... S ubjects (Ss) S electio n of Topic M a te r ia ls P r o c e d u r e s fo r G ath erin g the D ata E x p e rim e n ta l D esign P r o c e s s in g the Data HI. F IN D IN G S ............................................................ H y p o th esis One H y p o th esis Two H y p o th esis T h re e f ill l v vi P age 1 i 54' 1 ! I ! 1 1 75 iii C h a p te r Fage, | H y p o th e sis F o u r 1 H y p o th e sis F iv e H y p o th e sis Six 1 G e n e ra l H y p o th e sis IV. SUM M ARY, CONCLUSIONS, DISCU SSIO N , AND E P I L O G U E .................................................................................. 84j S u m m a ry and C o n c lu sio n s D is c u s s io n E p ilo g u e S E L E C T E D R E F E R E N C E S ............................................................................... 98 A P P E N D I X E S ............................................................................................................. 105 A. Q u e s tio n n a ire B ooklet B. In s tru c tio n s to B e h a v io ra l D iffe re n tia l C . O r a l I n s tru c tio n s D. Student S ig n -u p F o r m E . D e sig n of a S y ste m f o r the M e a s u r e m e n t of S peech A ct T im e F . P o s t - d i s c u s s i o n Q u e s tio n n a ire G. R aw D ata L is tin g H . R e m in d e r L e tte r I. S tep w ise M u ltip le R e g r e s s io n ! I iv LIST OF TABLES Sex and E th n ic B ack g ro u n d of Ss .................................. A ge, Sex, E th n ic B a ck g ro u n d fo r E a c h of the E x p e rim e n ta l L e v e ls ............................................................. P r e t e s t I te m s A d m in is te r e d to F o u r E x p e r im e n ta l L e v e ls , and A ppendix A R e f e r e n c e s ........................ T h e o r e tic a l M o d e ls E m p lo y e d on th e E x p e rim e n ta l D e sig n .............................................................................. H y p o th e se s T e s te d on L e v e ls of D e s i g n ..................... S p e e c h -A c t-T im e (SAT) S c o re s in S econds fo r E a c h L e v e l .................................................................................. A n a ly s is of V a ria n c e B etw een F o u r G ro u p s on C r ite r io n M e a s u r e (S A T )..................................................... C o r r e la tio n C o e ffic ie n ts B etw een B1 a n d SAT f o r L e v e l A ................................................................................., C o r r e la tio n C o e ffic ie n ts of Seven A ttitu d e S c a le s on SAT ........................................................................................... C o r r e la tio n C o e ffic ie n ts B e tw ee n BI M e a s u r e s and F B I on L e v e l A .......................................................................... C o r r e la tio n C o e ffic ie n ts B etw een BI and SAT on L e v e l C ........................................................................................... S u m m a ry of C o n c lu sio n s j LIST OF FIGURES i j F ig u re P ag e I * 1. B e h a v io ra l T a x o n o m y ...................................................................... 37j | 2. P r o c e d u r e s E m p lo y ed in P h a s e s A and B ............................ 72 i i ! i i l vi C H A P T E R I T H E P R O B L E M ! i O r ig in of th e P r o b l e m A n a s to n is h in g a m o u n t of r e c e n t e x p e r i m e n t a l c o m m u n ic a tio n ! i i r e s e a r c h h a s in v o lv e d th e m e a s u r e m e n t of h u m a n a ttitu d e s . T h is e m p h a s is upon h u m a n a ttitu d e s in c o m m u n ic a tio n r e s e a r c h is n ot s u r p r i s i n g s in c e a ll b e h a v io r a l s c ie n c e s h a v e b e e n m o r e o r l e s s p r e o c c u p ie d w ith a ttitu d e th e o r y a n d r e s e a r c h . A s e a r l y a s 1935, G. W. A llp o r t s a id , " T h e c o n c e p t of a ttitu d e is p ro b a b ly th e m o s t d is tin c tiv e ' a n d in d is p e n s a b le c o n c e p t in c o n te m p o r a r y A m e r i c a n S o c ia l P s y cholo gy. T h e c e n tr a lity of th e c o n c e p t a ttitu d e to c o n te m p o r a r y i b e h a v io r a l s c ie n c e w a s n o te d by M c G u ire in 1969- H e s a id , " A ttitu d e r e s e a r c h in th e p a s t d e c a d e r e t u r n e d to th e d o m in a n t s ta tu s w ith in G o rd o n W. A llp o r t, " A ttitu d e s , " in H a n d b o o k of S o c ia l P s y c h o lo g y , ed. b y C. M u r c h is o n ( W o r c e s t e r , M a s s a c h u s e tt s : C la r k U n iv e r s ity P r e s s , 1935), pp. 7 9 8 -8 4 4 . A ls o s e e a n e x c e r p te d f o r m : G o rd o n W. A llp o r t, " A ttitu d e s , " in R e a d in g s in A ttitu d e T h e o r y a n d jM e a s u r e m e n t , e d . by M a r t in F i s h b e i n (N ew Y o rk : J o h n W ile y a n d S o n s, In c. , 1967), p. 3. s o c ia l p sy c h o lo g y th a t it had th ir ty y e a r s ago. " j M o s t a ttitu d e r e s e a r c h e r s h a v e a s s e r t e d o r a s s u m e d th a t a p e r s o n 's a ttitu d e is a p r e d ic to r o£ h is su b se q u e n t b e h a v io r. T h u s a p o litic a l s p e a k e r t r i e s to b u ild a fa v o ra b le a ttitu d e to w a rd h is c a n d i- i d acy b e c a u s e people vote a c c o rd in g to th e ir a ttitu d e s . A p e r s o n 's i i a ttitu d e s a r e u s u a lly m e a s u r e d by m e a n s of an in te rv ie w o r a p e n c il- I I a n d -p a p e r t e s t o r so m e o th e r in d ir e c t s y s te m . T h e e x p r e s s io n of an ! a ttitu d e i s c a lle d an opinion a n d th is o v e rt v e rb a l b e h a v io r a l e x p r e s sio n is th o u g h t to r e v e a l c o v e r t p r o c e s s e s o r s ta te s of the h u m a n o r g a n is m . T h u s , th e s e in te r n a l c o n d itio n s o r s t a te s , m e a s u r e d in th is fa s h io n , a r e e x p e c te d to p r e d ic t a c c u r a te ly v a rio u s su b s e q u e n t o v e rt b e h a v io rs ; in f a c t, a ttitu d e s a r e u s u a lly defin ed a s p r e d is p o s itio n s to I e v a lu a te a n d /o r r e s p o n d in a g iv en w ay. I I I In r e c e n t y e a r s s e v e r a l a ttitu d e r e s e a r c h e r s h av e s e v e r e ly ! I q u e stio n e d th e v a lid ity of a ttitu d e m e a s u r e s a s p r e d i c to r s of s u b s e - I q u en t b e h a v io rs . If th e s e c r i t i c i s m s a r e v a lid , th e n m o s t of th e e x p e r im e n ta l r e s e a r c h in h u m a n c o m m u n ic a tio n d u rin g the p a s t 40 y e a r s h a s b e e n m o tiv a te d by a n d b a s e d upon a n u n v e rifie d a s s u m p tio n . T he e x p e r im e n ta l a tte m p ts to v e rify o r d is c la im th e a s s u m p tio n hav e been | in c o n c lu s iv e . T h is sh o ck in g a n d e m b a r r a s s i n g s ta te of a f f a ir s h a s W illia m J* M c G u ire , "T h e N a tu re of A ttitu d e s and A ttitu d e | C h a n g e, " in H andbook of S o cial P s y c h o lo g y , ed. by G a rd n e r L in d s e y and E llio t A ro n s o n (R e ad in g , M a s s a c h u s e tts : A d d is o n -W e s le y P u b lis h [ ing Co. , I n c . , 1969), p. 136. n a tu ra lly stim u la te d a ttitu d e th e o r is ts to re e v a lu a te p re v io u s co n cep ts and o ffer a v a rie ty of e x p la n a tio n s, in te r p r e ta tio n s , e x c u s e s , d e fin i tio n s , and m eth o d o lo g ic al s tr a te g ie s . One of th e m o s t a c tiv e g ro u p s of r e s e a r c h e r s c o n c e rn e d with th e a ttitu d e -b e h a v io r re la tio n s h ip is th a t led by M a rtin F ish b e in . 3 F is h b e in and a s s o c ia te s have fo rm u la te d and te s te d a m o d el fo r the p re d ic tio n of b e h a v io ra l in te n tio n s w hich is not dependent upon the | l a ttitu d e -b e h a v io r re la tio n a ssu m p tio n w hich th ey c r itic iz e . The a ttitu d e -b e h a v io r re la tio n s h ip a ssu m p tio n is sim p ly the id ea th a t people with p o sitiv e e v a lu a tio n s to w a rd an o b jec t behave to w a rd th a t o b jec t in a way d iffe re n t f ro m th o se who have n eg ativ e a ttitu d e s. T h u s, by knowing o n e 's a ttitu d e to w a rd an o b jec t it is a s s u m e d th a t o n e 's b e h a v io r to w a rd th a t o b ject m ay be p re d ic te d . T h is e x p e rim e n ta l study o rig in a te d f r o m a g e n e r a l c o n c e rn about the a b ility to p re d ic t th a t kind of b e h a v io r c a lle d "talk. " Since " ta lk " o r sp e e c h can be m e a s u r e d in m an y d iffe re n t w a y s, it w as n e c e s s a r y to s e le c t a s y s te m of m e a s u r e - i m e n t w hich w as a m e n ab le to b e h a v io ra l sc ie n c e m ethodology. A s w ill be d is c u s s e d la te r in len g th , the m e a s u r e m e n t ch o sen w as the am ount of o ra l v e rb a l b e h av io r in te n th s of a second. The r e a d e r w ill fre q u e n tly en co u n ter th e p h r a s e , " F is h b e in land a s s o c ia te s . 1 1 The p h ra s e r e f e r s to the th e o r e tic a l and r e s e a r c h icontributions of M a rtin F is h b e in a n d h is co llea g u es and stu d en ts a t the U n iv e rs ity of Illin o is (C h a m p a ig n -U rb a n a ), D e p a rtm e n t of P sychology. j ----------------------------------------------- --------------------------------------------------------------------------------------------- I i | F is h b e in 's M odel j i i i T he e x p e rim e n te r s e le c te d F is h b e in 's m o d el fo r th is r e s e a r c h j ! b e c a u se th e m odel p o s s e s s e d p r im a fa c ie se n sitiv ity to m an y f a c to r s i known to be im p o rta n t in c o m m u n ica tio n in te ra c tio n s and b e c a u se the 1 [ e x p e rim e n ta l te s t of a n e x p lic itly p re d ic tiv e m o d el c o n stitu te d b a sic and th e o r y - b a s e d r e s e a r c h . The m o d el is d is c u s s e d in d e ta il la te r in th is c h a p te r, but it w ill be help ful to c o n sid e r the m o del b rie fly b e fo re 1 the h y p o th e se s d e riv e d th e r e f ro m a r e p re s e n te d . F is h b e in 's c r itic is m of th o se who p u rp o rt to p re d ic t b e h av io r on the b a s is of a ttitu d e m e a s u r e s is a cc o m p a n ie d w ith an a lte rn a te th e o ry of p re d ic tio n b a se d on the c o n stru c t of " b e h a v io ra l intentio n. " 1 A b e h a v io ra l in ten tio n is a p e r s o n 's opinion r e g a rd in g th e p ro b a b ility of h is engaging in a specific a c t o r a c tiv ity . F is h b e in 's m o d el is one fo r the p re d ic tio n of b e h a v io ra l in ten tio n s; it m a y be d e s c rib e d in the ! follow ing te r m s : A m e a s u re m e n t of a p e rs o n 's a ttitu d e s to w a rd the I i ex p ected p e rs o n a l co n seq u e n ce s of doing an a c t, p lu s the influence of j r e fe r e n c e g ro u p s and co m p lian ce fa c to rs . F is h b e in 's m o d el th u s acknow ledges th a t a ttitu d e s , b e lie fs , n o r m s , and p r e s s u r e s a ll play a ro le in d y n a m ics of b e h a v io r. T h ese f a c to r s a r e co m m o n v a ria b le s in c o m m u n ica tio n r e s e a r c h d e s ig n s , and F is h b e in 's m o d el w as thought m o st a p p ro p ria te to a p re d ic tio n p ro b le m in co m m u n ica tio n b e h av io r. S tatem en t of the P ro b le m T he p ro b le m of th is r e a s e a r c h w as to d isc o v e r w hether ;F ish b e in ’s m o d el fo r the p re d ic tio n of b e h a v io ra l intention had p r e dictive v alid ity w hen the b e h a v io ra l a c tiv ity is the am o u n t of talk in g d uring an in te rp e rs o n a l d isc u ssio n . O r b rie fly , "D oes F is h b e in 's m odel h e lp p re d ic t the am o u n t of ta lk in a given situ a tio n ? " M ore s p e c ific a lly , th e p ro b le m w as to te s t the follow ing m a jo r e x p e rim e n ta l h y p o th eses; H j = The te s tin g e ffe cts of the p a p e r-a n d -p e n c il p r e te s ts of F is h b e in 's b e h a v io ra l in ten tio n s m o d el (FB I), a n d /o r b e h a v io ra l in te n tions (BI), a n d /o r a ttitu d e (Aq ) c au se a s ta tis tic a lly sig n ifican t d if f e r ence in th e c rite r io n m e a s u r e , S p e e c h -A c t-T im e (SAT). H_ = F B I w hen c o m p a re d w ith c r i t e r i a m e a s u r e s w ill yield C t 4 sig n ific an t c o rre la tio n co efficien ts. i = F B I w ill yield h ig h e r c o rre la tio n c o efficien ts th an w ill BI when c o m p a re d with c r i t e r i a m e a s u r e s . = A^ to w a rd the d is c u s s io n to p ic w ill not y ield sig n ifican t c o rre la tio n c o efficien ts w hen c o m p a re d w ith c r i t e r i a m e a s u r e s . 4 "S ig n ifican t" h e r e w as m e a n t to r e f e r to s ta tis tic a l sig nificance a t 0. 05 o r beyond. A p o sitiv e re la tio n s h ip w as a ls o a s s u m e d . T hese c r i t e r i a w e re ap p lied to H. , . Hj. = F B I w ill y ie ld sig n ific a n t c o r r e la tio n c o e ffic ie n ts w hen I c o m p a re d w ith BI. = BI w ill y ie ld s ig n ific a n t c o r r e la tio n c o e ffic ie n ts w hen c o m p a r e d w ith c r i t e r i a m e a s u r e s . j i G e n e ra l H y p o th e sis = T he c o r r e la tio n c o e ffic ie n ts y ie ld e d in ^ i th e p re c e d in g c o m p a ris o n s w ill not d iffe r sig n ific a n tly f r o m th o se c o n - ' i 5 i s is te n tly r e p o r te d in re le v a n t r e s e a r c h by F is h b e in a n d a s s o c ia te s . S ig n ifican ce of the P r o b le m The s ig n ific a n c e of a p ro b le m ro o te d in the v a lid a tio n of a p r e d ic tiv e m o d e l d ep en d s upon (1) th e im p o rta n c e of th e e ffe c ts of the b e h a v io r, and (2) th e r e l a te d p r a c tic a l and s c ie n tific b e n e fits w hich a r i s e f r o m th e a b ility to p re d ic t th e b e h a v io r in q u e stio n . T he ro le of th e p re d ic tiv e in q u iry h a s long b e e n an im p lic it a s p e c t of th e a ttitu d e - i b e h a v io r is s u e . Som e h av e su g g e ste d th a t p re d ic tiv e in q u iry n e c e s - 6 7 s a r i l y in v o lv e s a s im p lis tic n o tio n of the co n cep t of c a u sa tio n . L an a Q an d K e r lin g e r h ave d is c u s s e d th e r o le of p r e d ic tiv e in q u iry in t e r m s oi 5 The c r i t e r i o n a p p lied to th e G e n e ra l H y p o th e sis w a s, "h ig h e r th a n +0. 70. " ^1. D e u tc h e r, "L o o k in g B a ck w a rd : C a se S tudies on th e P r o g r e s s of M ethodology in S o c io lo g ic al R e s e a r c h , " T he A m e ric a n S o c io lo j .g is t, IV ( F e b r u a r y , 1969), 35-41. 7 R o b e r t E. L a n a , A s s u m p tio n s of Social P sy c h o lo g y (New Y ork: A p p le to n - C e n tu r y - C r o f ts , 1969), pp. 2 -6 . g F r e d N. K e r lin g e r , F o u n d a tio n s of B e h a v io ra l R e s e a r c h (New Jto rk L H o lt. R in e h a rt and W insto n .„I n c .. 1964). p. 11.___________________ j c au sa tio n . F is h b e in and a s s o c ia te s have c la rifie d th at p re d ic tiv e 9 I in q u iry is not n e c e s s a r ily c a u sa l in q u iry . The ubiquity and c e n tra lity of c o m m u n ica tio n b e h av io r in h u m an a f f a ir s - - p e r s o n a l, s o c ia l, o r g a n i z atio n a l, a n d /o r s o c ie ta l- - is the b a sic so u rc e of sig n ifican ce to a ll ! c o m m u n ica tio n r e s e a r c h . T his te s t of F B I su g g e sts s e v e r a l m o r e i ! sp ecific points of sig n ifican ce: i I 1. A high p e rc e n ta g e of h u m a n c o m m u n ica tio n r e s e a r c h h as i involved the m e a s u re m e n t of a ttitu d e s o r re la te d b e h a v io r s - - b e lie f s , e x p e c ta tio n s, op in io n s, and v alu es. T his r e s e a r c h h a s g e n e ra lly a c c e p te d th e a ttitu d e -b e h a v io r re la tio n s h ip a ssu m p tio n . 2. The p re d ic tiv e validity of a ttitu d e m e a s u r e s h as been s e r io u s ly q u e stio n e d in r e c e n t y e a r s . It is im p o rta n t th at c o m m u n ic a tio n r e s e a r c h not lag behind o th er b e h a v io ra l sc ie n c e s in its c r itic a l r e s e a r c h . \ 3. C o m m u n icatio n r e s e a r c h h a s ig n o re d the concept b e h a v io ra l in ten tio n in its e x p e rim e n ta l r e s e a r c h a s a r e s u lt of its p reo c cu p a tio n with a ttitu d e m e a s u r e s and its a c c e p ta n c e of the a ttitu d e -b e h a v io r re la tio n sh ip . 4. Since m o s t p a p e r-a n d -p e n c il a ttitu d e m e a s u r e s a r e v e rb a l, the te s tin g e ffe cts of such p ro c e d u re s a r e sp e c ific a lly of in te r e s t to I c o m m u n icatio n r e s e a r c h . 9 Icek A jzen, R u s s e ll K, O a rro c h , M a rtin F is h b e in , and John H o rn ik , "Cooking B a ck w a rd R e v isite d : A R eply to D e u tsc e r [ s i c ] , " The A m e ric a n S o c io lo g ist, V, No. 3 (A ugust, 1970), 268-269. i 5. A s b e h a v io r a l in v o lv e m e n t and s e lf - a c tu a liz in g p a r t i c i p a - I i ! t tio n b e c o m e m o r e o v e rtly a c c e p te d a s th e u ltim a te goal of e d u c a tio n a l p r o c e s s e s , a s su g g e ste d b y h u m a n is tic p s y c h o lo g is ts , th e c o n ce p t of the a m o u n t of ta lk w ill b e c o m e one in dex of s e l f - a c t u a li z in g - s e l f - | I d e te rm in in g p a rtic ip a tio n . i 6. T h e p r e s e n t stu d y m a d e s e v e r a l a s s u m p tio n s about h u m a n : I c o m m u n ic a tio n and th e r e la tio n b e tw e e n m e s s a g e d u ra tio n and h u m a n i b e h a v io r. T he sig n ific a n c e of th e p ro b le m in v o lv ed in th e p re d ic tio n of th e a m o u n t of ta lk w a r r a n t s a c la r if ic a tio n and d is c u s s io n of th e s e a s s u m p tio n s . The a s s u m p tio n s w e re : (a) th a t ta lk is b e h a v io r, an d th a t it is u n d e r th e v o litio n a l c o n tro l of m en ; (b) th a t ta lk im p lie s th o u g h t, m e a n in g , in fo rm a tio n p r o c e s s in g , and m e s s a g e e ffe c ts ; (c) th a t the m e a s u r e m e n t of th e a m o u n t of ta lk b e h a v io r in tim e is a n j obvious r e s p o n s ib ility fo r th e s o c ia l s c ie n tis t in c o m m u n ic a tio n ; and j / r (d) th a t the a m o u n t of ta lk h a s not b e en m e a s u r e d s a tis f a c to r ily due to , i th e la c k of te c h n ic a l in s tr u m e n ta tio n n e c e s s a r y and th u s , c o n te n t- fr e e I v e rb a l a n a ly s is of o r a l m e s s a g e s h a s b e e n e ith e r ig n o re d o r d e n ig ra te d in c o m p a r is o n to c o n te n t- f r e e a n a ly s is of w r itte n m e s s a g e s . T h is stu d y a ls o a s s u m e d th a t in te r a c tio n s im p ly th e p ro d u c tio n of n o n v e rb a l m e s s a g e s a s w e ll a s v e rb a l m e s s a g e s . T h is stu dy w as c o n c e rn e d only w ith th e d u ra tio n of o r a l v e rb a l m e s s a g e s . T he s e le c tio n of a v a ria b le so le ly b a s e d on th e m e a s u r e m e n t of I [the d u ra tio n of in te r a c tio n r e p r e s e n t s a d e p a r tu r e f r o m tr a d itio n a l ! [ap p ro a ch e s to c o m m u n ic a tio n a n a ly s is . C o n te n t-f re e a n a ly s is is ; i 1 j a c tu a lly a b a s ic p h a se of th e w e ll- e s ta b lis h e d m e th o d c a lle d c o n te n t j analysis.*** T he q u a n tific a tio n of o r a l m e s s a g e s in t e r m s of d u ra tio n | I in tim e is a s i m il a r kind of c o n te n t-f re e p r o c e d u r e w hich w o rd -c o u n ts 11 1 a r e in w ritte n m e s s a g e a n a ly s is . T he c o n s tr u c t v a lid ity of such q u a n tific a tio n le a d s to a d is c u s s io n of th e f i r s t tw o a s s u m p tio n s . T he f i r s t a s s u m p tio n w as th a t ta lk is b e h a v io r , and th a t it is u n d e r the v o litio n a l c o n tro l of m e n . T h is c o n te n tio n is a s s e lf-e v id e n t ! a s it is p h ilo s o p h ic a lly a rg u m e n ta tiv e . T he w r ite r d o e s not su g g e st th a t we p r e s e n tly p o s s e s s an a d e q u a te s c ie n tific u n d e rs ta n d in g of e it h e r I " b e h a v io r" o r "v o litio n , " o r th a t th e r e a r e not m a n y v iab le th e o r ie s of ! both. W hat is su g g e s te d is th a t an a p p lic a tio n of b e h a v io ra l sc ie n c e I i m eth o d o lo g y to a p ro b le m in h u m a n c o m m u n ic a tio n is an a p p r o p r ia te I 10 ! R ic h a r d W. B udd, R o b e rt K. T h o rp , and L ew is D onohew , C o n ten t A n a ly s is of C o m m u n ic a tio n s (New Y ork: M a c M illa n , 1967), p. 6. A lso se e : Jo h n W aite B o w e rs , "C o n ten t A n a ly s is , " in M eth o d s of R e s e a r c h in C o m m u n ic a tio n , ed. by P h ilip E m m e r t and W illiam B ro o k s (N ew Y ork: H o lt, R in e h a rt and W in sto n , 1970), pp. 2 9 1 -3 1 4 . ] i ^ ^ i T he t e r m 1 1 c o n te n t- f r e e " is not its e lf c o n te n t- f r e e and r e q u i r e s ; d is c u s s io n . W h en ev er a m e s s a g e is a n a ly z e d in t e r m s of its p h y s ic a l f o r m ( o ra l o r w ritte n ) and no r e f e r e n c e is m a d e to its s e m a n tic a s p e c t s , th e t e r m " c o n te n t- f r e e " is a p p r o p r ia te . Such a view of lan g u ag e is a n t i th e tic a l to c e r t a i n r h e to r ic a l t h e o r i e s w h ich p o s it th a t h u m a n lan g u ag e by n a tu r e is m e a n in g fu l, s e r m o n ic , o r m e ta p h o r ic a l. W hile not denying ith ese l a t t e r t h e o r i e s , th e " c o n te n t- f r e e " a n a ly s t a p p ro a c h e s the " stu ff" !of th e m e s s a g e a s a p h y s ic a l o b je c t in th e in itia l sta g e of o b s e rv a tio n . F o r a c la s s ic e x a m p le of " c o n te n t- f r e e " r e s e a r c h , se e : J o e l R . O av itz and L o is J. D a v itz , "T h e C o m m u n ic a tio n of F e e lin g s by C o n te n t- F r e e S peech, " J o u r n a l of C o m m u n ic a tio n , IX (1959), pp. 6 -1 3 . To- ! {"scien tific" d e c is io n b e c a u s e h u m a n c o m m u n ic a tio n is b e h a v io r. T h a s s - T h ie n e m a n n said : . . . S p eech is one of th e m a n if e s ta tio n s of sy m b o lic b e h a v io r. B e h a v io r im p lie s m e a n in g . W hile m o tio n , r e a c tio n and p e r f o r m a n c e c a n be a ttr ib u te d to a n y m e c h a n is m , one r e f e r s to " b e h a - j v io r " on ly in c a s e s w h e re bo d ily a c tio n s o r c h a n g e s a r e e m b e d d e d j in a n o r g a n is m a n d a r e a im e d a t th e w o rld in w h ich th e o r g a n is m ! liv e s . A d e ad body can be m o v e d , but it does n o t "b e h a v e " 12 a n y m o re . i T he se c o n d a s s u m p tio n w as th a t ta lk im p lie s th o u g h t, m e a n in g , i in fo rm a tio n p r o c e s s in g , a n d m e s s a g e e ffe c ts . Such an a s s u m p tio n is b a s ic to a n y m eth o d o lo g y w hich in v o lv e s th e a n a ly s is of m e s s a g e con- 13 te n t, m e s s a g e e ff e c ts , o r m e s s a g e f o r m { c o n te n t-fre e ). T he p r e s e n t stu d y w as not u n d e rta k e n fo r th e so le p u r p o s e of m e a s u r in g th e d u r a tio n of ta lk , but beyond th a t c o n trib u tio n to g e n e ra te e v id e n c e to s u p p o rt in f e r e n c e s b a s e d in th e th e o r y f r o m w hich th e e x p e r im e n ta l h y p o th e s e s w e re d e riv e d . Som e m ig h t u n d e rs ta n d a b ly r e s p o n d "So you m e a s u r e d th e d u ra tio n of ta lk , " "So you te s te d a m o d e l f o r p re d ic tin g th e a m o u n t ! I of ta lk v ia b e h a v io ra l i n te n tio n s ," "W ho c a r e s ? " T h a s s - T h ie n e m a n n { in d ic a te d th e lo g ic fo r the in f e re n tia l le a p f r o m a n y f o r m a l m e s s a g e m e a s u r e to m o r e h u m a n is tic in s ig h ts w hen he sa id : 12 T h e o d o re T h a s s - T h ie n e m a n n , S y m b o lic B e h a v io r (New Y ork: W ash in g to n S q u a re P r e s s , I n c ., 1968), p. 11, 13 F o r a c la s s ic e x a m p le of th is a s s u m p tio n in c o n te n t a n a ly s is [see: C h a r le s E . O sgood a n d E v e ly n C. W a lk e r, "M o tiv atio n and L a n guage B e h av o r: A C o n ten t A n a ly s is of S u icid e N o te s, " J o u r n a l of j A b n o rm a l a n d S o cial P sy c h o lo g y , LIX (Ju ly , 1959), 5 8-67. 11 . . . H ow ever o p e ra tio n a lly th e d e s c rip tio n of th e " v e rb a l b e h a v io r" m a y p ro c e e d , it cannot be avoided in the fin a l co n clu sio n th a t sp eak in g and thinking a re in tim a te ly in te rw o v e n with one a n o th e r. Thought p r o c e s s e s su p p o se content and m ean in g . One cannot sim p ly think , one h a s to th in k so m e th in g . One does not sim p ly "b eh av e, " but b e h a v io r is d ire c te d to w a rd a co n scio u s or u n c o n scio u s goal. T h is m a k e s the d iffe re n c e b etw een the n o ise s of a m a c h in e and v e rb a l b e h a v io r. Thought and m ean in g a r e not I p a rt of the m e a s u ra b le p h y sic a l re a lity , y et th ey a r e r e a l and c o n stitu te th e e s s e n c e of any v e rb a l b e h a v io r. ^ The th ir d a ssu m p tio n w as th at the m e a s u r e m e n t of the am ount oj i ta lk b e h a v io r in tim e is a n obvious re s p o n s ib ility fo r the so c ia l s c ie n - 1 tis t in co m m u n ica tio n . T h is a ssu m p tio n im p lie s th a t the study of the d u ra tio n of in te ra c tio n , o r the am o unt of ta lk , h as been em p lo y ed by r e s e a r c h e r s w ith som e p ro fit. The study of u tte ra n c e length, o r i n t e r actio n d u ra tio n , h a s been u se d a s a dep endent v a ria b le by two u n a s s o - c ia te d r e s e a r c h e r s , C happie*^ and M a t a r a z z o .^ T h e ir r e s e a r c h , i | w as confined to the study of in te ra c tio n d u ra tio n of co m m u n ica tio n t i dyads, | i Since the w r ite r a s s u m e d th a t the g r o s s m e a s u re m e n t of the j am ount of ta lk w as a v a lu ab le v a ria b le b e c a u se it w ould p e rm it T h eo d o re T h a s s -T h ie n e m a n n , Sym bolic B e h a v io r, New York: W ashington S quare P r e s s , Inc. , 1968), p. 11. 15 E . D. C happie, "Q u an titativ e A n a ly sis of C om p lex O rg a n iz a tio n a l S y s te m s, " H um an O rg a n iz a tio n , XXI (S u m m e r, 1962), 67-80. 16 J . D. M a ta ra z z o , A . N. W eins, G. Saslow , and R. M. D un h a m , " In te rv ie w e r Influence on D u ra tio n of In te rv ie w e e Speech, " Jo u r jnal of V e rb a l L e a rn in g and V e rb a l B e h a v io r, I (1963), 451-458. I in fe re n c e s about gro u p co m m u n ica tio n to be m ad e w hich o th e rw is e would re m a in unknow n, it is a p p ro p ria te to re v ie w b rie fly C h a p p ie 's and M a ta r a z z o 's r e s e a r c h . A s C h a rle s O sgood said: It is an aw kw ard and som ew hat e m b a r r a s s in g sta te of a ff a irs j to e n te rta in sim u lta n e o u sly a th e o re tic a l concept of the n a tu re of ^ : m ean in g and a p ro c e d u re fo r m e a s u rin g it w hich have no re la tio n . | i C h a p p ie 's e x p e rim e n ta l s tra te g y w as to a tte m p t to c la s s ify p e rs o n a lity j | t r a i t s of people by sim p ly m e a s u rin g the d u ra tio n of in te ra c tio n s in j ! in te rv ie w situ a tio n s. T he follow ing t r a i t s w e re found to d iffe re n tia te su b je c ts on the b a s is of h is m e a s u re m e n ts : . . . level of a c tiv ity , the re la tiv e d e g re e to w hich he is sile n t or in a c tiv e , the p ace o r te m p o , the fle x ib ility of the in te ra c tio n p a tte rn , in itia tiv e , q u ic k n e ss to a c t, d o m in a n ce , p e rs is te n c e 1 a g a in st o p p o sitio n , and la c k of a d ju s tm e n t m a n ife s t e ith e r th ro u g h laten cy of re s p o n s e o r th ro u g h in terru p tio n s.* ® i M a ta ra z z o et a l . conducted a s e r ie s of e x p e rim e n ts em ploying j in te rv ie w situ a tio n s and g ro u n d -to -o rb it m e s s a g e s b etw een c o n tro l 19 c e n te rs and a s tro n a u ts . T h ese stu d ies showed "stro n g ev id e n ce " C h a rle s O sgood, G. Suci, and P e r c y T an n eb au m , "T he L ogic of S em antic D iffe re n tia tio n ," in P s y c h o lin g u is tic s , ed. by Sol Sa p o rta , (New Y ork: H olt, R in e h a rt and W inston, 1966), p. 300. 18 E . D. C happie, "Q uantitative A n a ly sis of C cm p lex O rg a n iz a tio n al S y s t e m s H u m a n _ O r ^ a n i z a ti o n , XXI (S u m m er, 1962), 68. 19 J. D. M a ta ra z z o , G. Saslow , R uth G. M a ta ra z z o , and Jean n e S. P h illip s , "S tab ility and M odifiab ility of P e r s o n a lity P a tte r n s D uring a S ta n d ard ize d In terv iew , " in P sy chop athology of C o m m u n ic a tio n , ed. by P. A. Hoch and J . Zubin (New York: G rune and S tra tto n , 1958), pp. 98-125. J. D. M a ta ra z z o , J. F . H e s s , and G- Saslow , " F re q u e n c y and D u ratio n C h a r a c te r is tic s of Speech and Silence B eh av io r D uring r 13 th a t th e len g th of r e s p o n s e s in d y ad ic situ a tio n s w as a fu n ctio n of the I > length of th e s tim u lu s u tte r a n c e . S te in e r and F ie ld a ls o e m p lo y ed the d u ra tio n of in te ra c tio n a s a i d ep en d en t m e a s u r e in r e s e a r c h c o n c e rn e d w ith le a d e r s h ip r o le s . Theyj i conclud ed on the b a s is of in te ra c tio n a l d u ra tio n s th a t (1) confiden ce le v e ls . (2) lik e a b ility le v e ls . (3) u tte r a n c e le n g th s, and (4) p e r s u a s ib il- 20 ity le v e ls can be a ffe c te d by the c o n tro l of th e d u ra tio n of u tte r a n c e s . ‘ The fo u rth a s s u m p tio n w as th at th e am o u n t of ta lk h a s not b e e n m e a s u r e d s a tis f a c to r ily due to th e lac k of te c h n ic a l in s tru m e n ta tio n n e c e s s a r y and th u s , c o n te n t- fr e e v e rb a l a n a ly s is of o r a l m e s s a g e s h a s , b een e ith e r ig n o re d o r d e n ig ra te d in c o m p a r is o n to c o n te n t- fr e e a n a ly - ; s is of w ritte n m e s s a g e s . T h is a s s u m p tio n r e q u i r e s th a t th e in s tr u - L m e n ts a v a ila b le fo r th is m e a s u r e , and th e te c h n iq u e s e m p lo y ed by C happie and M a ta ra z z o be b rie fly d is c u s s e d . T he d ifficu lty of I n t e r v i e w s ," J o u rn a l of C lin ic a l P s y c h o lo g y . XVIII (1962), 4 1 6 -4 2 6 . j G. S aslo w , J. D. M a ta r a z z o , a n d S. B. G uze, "T he S tab ility of In te ra c tio n C h ro n o g ra p h P a t te r n s in P s y c h ia tr ic I n te rv ie w s , " J o u r n a l of C onsultin g P sy c h o lo g y , XIX (1955), 4 1 7 -4 3 0 . J. O. M a ta r a z z o and G. S aslow , " D iffe re n c e s in In te rv ie w In te ra c tio n B e h a v io r A m ong N o rm a l and D ev ian t G ro u p s , " in C o n fo rm ity a n d D e v ia tio n , ed. by I. A. B e rg a n d B. M. B a s s (N ew Y ork: H a r p e r , 1961), pp. 286 -327. J. D. M a ta r a z z o , A. N. W ein s, G. S aslow , R . M . D unham , and R . V o as, "S p eech D u ra tio n s of A s tro n a u t and G round C o m m u n ic a t o r , " Science^ CX LH I (1964), 148-150. ^ 1 . D. S te in e r and W. L . F ie ld , "R ole A s s ig n m e n t and I n te r - !p e rs o n a l In flu en c e, " J o u rn a l of A b n o rm a l and S o cial P sy c h o lo g y , LX I L < i?6 o ) ^ _ 2 4 5 ._________________________ _______________________ _______________________________ ------------------------------------------------------------------------ rr i i ! im e& suring a n d /o r c la ssify in g u tte ra n c e s in in te ra c tiv e situ a tio n s can only be a p p re c ia te d by the r e s e a r c h e r who h a s a tte m p te d to p e rf o r m j such a ta sk . A ll in stru m e n ta tio n p re s e n tly a v a ila b le in som e way is i j dependent upon and conditioned by h u m an a tten tio n , p e rc e p tio n , and I i re a c tio n . The h um an o b s e r v e r is p a rtic u la rly e r r o r - p r o n e w hen native! I language m e s s a g e s a r e u n d e r o b se rv a tio n . j A s C h a rle s O sgood said: . , . fr o m the to ta l slu rg e of sounds m ade by the a c tiv e ly vocal infant, only the s m a ll sa m p le th at h ap p en s to s trik e the o b s e r v e r is re c o rd e d at a l l . ^ The hum an in ca p a c ity to validly and re lia b ly o b se rv e ta lk h as b een c o u n te red by te c h n ic a l d ev elo p m en ts in co m m u n icatio n e n g in e e r- ! ing. F is c h e r - J o r g e n s e n lis te d the follow ing a s m a jo r te c h n ic a l ad v an - i c es in th is field: t a p e - r e c o r d e r , sound sp e c tro g ra p h , o sc illo g ra p h , 22 sound s y n th e s iz e r, and sp eech c o m p re s s o r. 21 C h a rle s O sgood, M ethod and T h eo ry in E x p e rim e n ta l P s y chology (New Y ork: O xford U n iv e rsity P r e s s , 1953), p. 684. C ited in E ugene J. W ebb, D onald T. C am p b ell, R ic h a rd D. S c h w a rtz , and L ee S e c h re s t, U n o b tru siv e M e a s u re s : N o n reactiv e R e s e a rc h in the Social S c ien c es (C hicago: R and M cN ally & C om pany, 1966), p. 143. F o r an e x c e lle n t d is c u s s io n of the m eth o d o lo g ical p ro b le m s involved in the o b s e rv a tio n of c o m m u n icatio n in te r a c tio n s , se e th e la tte r (U n o b tru siv e M e a s u re s . . . ), e sp e c ia lly C h ap ter 6: "C o n triv e d O b se rv atio n : H idden H a rd w a re and C o n tro l. " I 22 E li F is c h e r - J o r g e n s e n , "W hat Can New T ech n iq u es of A co u stic P h o n e tic s C o n trib u te to L in g u is tic s ? " in P s y c h o lin g u is tic s , ed. by Sol S ap o rta (New Y ork: H olt, R in e h a rt and W inston, 1966), jpp. 116-117. I In th e fie ld of g ro up in te ra c tio n the m o s t so p h istic a te d i n s t r u m en tatio n developed w as th e C happie In te ra c tio n C h ro n o g rap h em ploye) in the stu d ie s by C happie, M a ta ra z z o et al. , and S te in e r and F ie ld . The C happie In te ra c tio n C h ro n o g rap h w as su b ject to the e x p e rim e n te r e r r o r d is c u s s e d above b e c a u se the beginning and end of e a c h in te ra c tio n i I m e a s u re m e n t w as dependent upon the e x p e r im e n te r 's a tte n tio n , p e r ception, and re a c tio n . A ll in te ra c tio n a n a ly s is s y s te m s which depend ' upon e x p e rim e n te r a ctiv a tio n fo r the m e a s u r e m e n t o r c la s s ific a tio n of 23 a unit a r e fra u g h t w ith e r r o r . The w rite r r e je c ts M a ta r a z z o 's confi-; 24 dence in the re lia b ility of th e C happie s y s te m and su g g e sts th a t the re lia b ility in M a ta r a z z o 's r e s e a r c h m a y be a ttrib u te d to the tim e delay which c h a r a c te r iz e d g ro u n d -to -o rb it audio tr a n s m is s io n s and a r e c e r tain ly not found in fa c e - to - f a c e in te ra c tio n s . The w r ite r in clu d es the B ales In te ra c tio n P r o c e s s A n a ly sis s y s te m in the above a p p ra is a l and su g g e sts th a t in stru m e n ta tio n which w as a v a ila b le , p a p e r-a n d -p e n c il 25 like B a le s ' IP A , o r m e c h a n ic a l like C h a p p ie 's, w as not ad eq u ate. 23 J. D. M a ta ra z z o , G. Saslow , and R uth G. M a ta ra z z o , "T he In te ra c tio n C h ro n o g rap h a s an In stru m e n t fo r O bjective M e a s u re m e n t of In te ra c tio n P a tte r n s D uring In te rv ie w s, " J o u rn a l of P sy ch o lo g y , X L IU 9 5 6 ). 347-367. 24 J. D. M a ta ra z z o , A. N. W eins, G. Saslow , R. M. D unham , and R. B. V oas, "Speech D u ra tio n s of A s tro n a u t and G round C o m m u n ic a to r , " S ciencej CXLIII (1964), 149. 25 In the w r i t e r 's e x p e rie n c e , th e am o u n t of e r r o r in c r e a s e s a s the p a rtic u la r s y s te m a tte m p ts to: (1) p e rfo r m the a n a ly s is s im u lta n e - i ously w ith the in te ra c tio n , (2) acco u n t fo r n o n v e rb a l a s w ell a s v e rb a l The q u an tificatio n m eth o d s em p lo y ed in the p r e s e n t study d if fe r e d f r o m th e c la s s ific a tio n m eth o d s em p lo y ed in m o s t in te ra c tio n j a n a ly s is s y s te m s . In the p re s e n t study the o b ject of m e a s u r e m e n t wasi I th e to ta l am o u n t of tim e d uring w hich e ac h su b je ct a c tu a lly ta lk e d . | i A lthough the o b ject of the m e a s u r e (m e s s a g e d u ratio n ) w as co m m o n i I w ith so m e p re v io u s r e s e a r c h , it should be noted th a t th e p r e s e n t study ! ! su m m e d a ll the in te ra c tio n d u ra tio n s , while p rev io u s stu d ie s took the i m e a n of a ll d u ra tio n s. C happie in d icated the r e s e a r c h im p o rta n c e of the m e a s u r e m e n t ! of m e s s a g e d u ra tio n a s a dependent v a ria b le in in te ra c tio n a n a ly sis: "Q u a n titativ e, " th e r e f o r e , r e f e r s to the m e a s u r e m e n ts of tim e o r , m o re sp e c ific a lly , the d u ra tio n s of th e s e in te ra c tio n a l p henom en a and it does not r e f e r to n o m in al o r o rd in a l s c a le s w hich the u se of t e s ts , q u e s tio n n a ire s o r ra tin g s n e c e s s ita te s . T im e is th e b a s is of in te ra c tio n m e a s u re m e n t, the tim e c h a r a c t e r i s t i c s of the in d iv id u a l's b e h av io r in r e s p e c t to h im s e lf and o t h e r s .2* * The sig n ific an c e and im p lic a tio n s of the th ird and fo u rth j a s s u m p tio n s w e re d is c u s s e d by M o rte n se n in t e r m s of the New O rle a n s C o n fe re n c e 's c a ll to c o m m u n ica tio n r e s e a r c h e r s to focus on the d y n a m ic v a ria b le s involved in the a c tu a l p ro c e s s of co m m u n ica tio n , m e s s a g e s , and (3) r e c o r d m e s s a g e flow s and n e tw o rk p a tte r n s , and f u r th e r , th e s e th r e e f a c to r s in c r e a s e e r r o r g e o m e tric a lly a s the group s iz e in c r e a s e s fro m dyad to tr ia d , e tc . 26 E , D. C happie, "Q u an titativ e A n a ly sis of C om plex O rg a n iz a tio n a l S y s te m s, " Jfu m a n _ O rg a n iz a tio n , XXI (S u m m e r, 1962), 67. 'r a th e r th a n on m e s s a g e e ffe c ts o r o th e r l e s s c e n tr a l c o n c e r n s . In j [ d is c u s s in g th e n e ed fo r d e s c r ip tiv e r e s e a r c h ) h e said; I . . . H e n c e , th e r e is no in h e re n t r e a s o n fo r d is m is s in g d e s c r i p - I tiv e and n o rm a tiv e r e s e a r c h a s a n ti- th e o r e tic a l a n d e v e n l e s s | th e o r e tic a l th a n a n y o th e r f o r m of s m a ll g ro u p r e s e a r c h . E v e n j p u re ly f o rm a l f e a t u r e s of v e rb a l in te r a c tio n , though d e s c r ip tiv e ; in th e s t r i c t e s t s e n s e , h av e f a r re a c h in g sig n ific a n c e a s th e fo u n dation fo r th e o r y bu ilding. . . . A t a m o r e sp e c ific le v e l of a n a l- i y s is , th e p a r t i c u l a r f o r m a l c o m p o n e n ts of v e rb a l in te r a c tio n a r e a ll a m e n a b le to in c lu sio n w ith in th e l a r g e r f r a m e w o r k of c o m - | m u n ic a tio n th e o ry . A s a c a s e in point, v e rb a l output h a s b een u se d a s a c r i t e r i o n m e a s u r e fo r su c h c o n s tr u c ts a s le a d e r s h ip , a tte m p te d in f lu e n c e , p o w e r, in te r p e r s o n a l a ttr a c tio n , c o h e sio n , and o th e r s . C o n v e rs e ly , s ile n c e , p a u sin g , and o th e r f a c e ts of n o n - p a r tic ip a tio n h av e b een e m p lo y e d in r e la tio n to su ch c o n s tr u c ts a s te n s io n , a n x ie ty , and d is s a tis f a c tio n w ith g ro u p a c tiv ity , le a d e r s h ip e m e r g e n c e and s t a t u s . , T he p re c e d in g d is c u s s io n of th e m a jo r a s s u m p tio n s of th e p r e s - i ent stu d y p ro v id e b a c k g ro u n d fo r u n d e rs ta n d in g the sig n ific a n c e of th e I p ro b le m . T he l a s t p o in t of sig n ific a n c e r e l a t e s to th e d is c u s s io n of i th e fo u rth a s s u m p tio n . T he d e v e lo p m e n t of new in s tr u m e n ta tio n to r e lia b ly m e a s u r e the a m o u n t of ta lk c o n s titu te d a n eed e d c o n s trib u tio n to g ro u p r e s e a r c h m eth o d o lo g y b e c a u s e f o r m a l m e a s u r e s of th e a m o u n t of ta lk h av e b e en R o b e rt J. K ib le r and L ,a rry JL. B a r k e r , e d s. , C o n cep tu al F r o n t i e r s in S p e e c h -C o m m u n ic a tio n (New Y ork: S p eech C o m m u n ic a tio n A s s o c ia tio n , 1969), p. 33. 28 C. D avid M o rte n s e n , "T he S tatu s of S m a ll C ro u p R e s e a r c h , " Q u a r te r ly J o u rn a l of S p e e c h , LV I, No. 2 (O c to b e r, 1970), 305-3 06, r e s t r i c te d to the inadequate s y s te m s d e s c rib e d p re v io u sly o r to w ritte n I tr a n s c r ip tio n s of o r a l v e rb a l b eh av io r. D efinitions of T e rm s A ttitu d e . - - The m e a s u r e m e n t of an ev alu ativ e re s p o n s e to an object stim u lu s. In th is p ro je c t the re s p o n s e on the evalu ativ e d im e n sio n of the se m a n tic d iffe re n tia l. I A .- - T h e m e a s u r e m e n t of a re s p o n s e to w ard doing an a c t A C I w hich involves indexing and su m m in g the function of the s u b je c t's b e lie fs and a ttitu d e s to w ard the e x p ec te d u tilitie s o r re w a rd th a t a re lik ely to a c c ru e a s a r e s u lt of th e p e rfo rm a n c e of the a ct. S p e e ch . - - O r a l o rd in a ry v e rb a l lang uage, as opposed to n o n v e rb a l language. O ra l langauge is c o m p o sed of b a sic u n its of p hones, j Speech is defined a s o ra l o v e rt b e h av io r of a unique g e n re . The b a sic | c h a r a c te r is tic of sp eech a s opposed to the g e n re s of o th er o v e rt behav-j ior is th a t the p r o c e s s e s of encoding and decoding a r e a n te ce d en t and I su b seq u en t to the tr a n s m is s io n and re c e p tio n of the o ra l m e s s a g e by a j p e r son. Speech A c t.--A f o r m a l m e a s u re m e n t of o r a l o rd in a ry v e rb a l I language b e h a v io r. A f o rm a l m e a s u r e is one b a se d in th e m e a s u r e - I jm ent of th e m e s s a g e phenom ena. The d a ta of th e m e a s u r e m e n t m u st be c h a r a c te r iz e d by sc ie n tific re lia b ility . j C o m m u n icatio n . - - A c h a r a c te r is tic of the m e s s a g e p ro c e s s in g in any s y s te m w hich r e s u lts in u n d e r standing o r s h a re d m e a n in g s . The t e r m " c o m m u n ica tio n " is com m only u sed to r e f e r to the co n co m itan t I e ffe cts o r la c k of th em betw een th e ag en ts engaged in sp e ec h b e h a v io r. ! The t e r m a p p lie s to in tra p e rs o n a l a s w ell a s to in te rp e rs o n a l a c tiv itie s o r in te ra c tio n s . Speech A ct T im e .- - T h e m e a s u re m e n t in ten th s of a second of th e e la p se d r e a l tim e fro m th e f i r s t phone of a com m on o ra l v e rb a l sp e ec h a c t, until th e la s t phone * including a ll in te ru tte ra n c e p a u se s and! te r m in a l p a u se s of a d is c re te and c o n sta n t length. T h at is , the am ount I of tim e engaged in sp e ec h , plus a c o n stan t am ount of pause w henever ! pause o r tr a n s itio n o c c u rs . i i B e h a v io ra l In ten tio n .--A m e a s u r e m e n t of a s u b je c t's intent to engage in an a c t o r a ctiv ity . S p ecifically , a m e a s u re m e n t on the b e h a v io ra l d iffe re n tia l s c a le s . A b b re v ia tio n s : ! 1. BI = b e h a v io ra l intentions 2. F B I = F is h b e in 's m o d el fo r th e p re d ic tio n of b e h a v io ra l in ten tio n s I ! 3. B = o v e rt b eh av io r i “Z 7 S ~ 1 4. SAT 5. A = o 6. A - a c t 7. S = I A - a c t - a ttitu d e to w a rd a n a c t R e v ie w o£ the L ite r a tu r e F is h b e in 's T h e o r e tic a l and C r i ti c a l C o n trib u tio n s In th e e a r l y 1960*8, F is h b e in c la im e d th a t a ttitu d e m e a s u r e s j w h ich indexed only th e e v a lu a tiv e r e s p o n s e s to a s tim u li w e re in a d e q u a te , p a r tia l, a n d low in p re d ic tiv e v a lid ity . He c la im e d th a t an a t t i tu d e m e a s u r e i n c r e a s e s its v a lid ity in p ro p o rtio n to th e n u m b e r of 29 s a lie n t b e lie fs w hich th e m e a s u r in g in s tr u m e n ts in clu d e. An a ttitu d e j to w a rd an o b je c t (A^) w as a fu n ctio n of (1) th e s tre n g th of b e lie fs ab out 30 th e o b je c t and (2) th e e v a lu a tiv e a s p e c ts of th o se b e lie fs . A lg e b r a i c a lly , th e m o d e l w as show n a s : ^ 29 M a r tin F is h b e in , "A B e h a v io r T h e o ry A p p ro a c h to th e R e l a tio n s b e tw ee n B e lie fs a b o u t an O b je ct and the A ttitu d e T o w a rd the O b je c t, " in R e a d in g s in A ttitu d e T h e o ry a n d M e a s u r e m e n t, ed. by M a rtin F is h b e in {New Y ork: Jo h n W iley and S ons, Inc. , 1967), p. 395. 3°Ib id . , p. 394. 31 Ibid. , p. 394. rr N A o = y B .a. 11 w h e re A q = th e a ttitu d e to w a rd o b je c t o B. = th e s t r e n g th of b e lie f i a b o u t o , th a t i s , 1 th e " p r o b a b ility " o r " im p r o b a b ility " th a t o is a s s o c i a t e d w ith s o m e o th e r c o n c e p t x. 1 I a. = th e e v a lu a tiv e a s p e c t of B ., th a t i s , th e e v a lu a tio n of x. i N = th e n u m b e r of b e lie f s a b o u t o, th a t i s , th e j n u m b e r of r e s p o n s e s in th e in d iv id u a l's > h a b i t - f a m i l y - h i e r a r c h y I T he A q m o d e l is im p o r ta n t to th is r e s e a r c h b e c a u s e l a t e r d e v e ll lo p m e n ts of F is h b e in a r e b a s e d upon h is w o rk in th e a r e a of a tt i tu d e - ! b e lie f r e l a ti o n s h i p s . T h e s p e c if ic a p p lic a tio n to th e a ttitu d e - b e h a v io r I I ]r e la tio n s h ip i s in d ic a te d by F is h b e in a s fo llo w s: ! In g e n e r a l , p s y c h o lo g is ts h a v e h a d little s u c c e s s in a tte m p tin g j to p r e d ic t o v e r t b e h a v io r of th e n o n - p e n c i l- a n d - p a p e r ty p e f o r m i a ttitu d e s . A t l e a s t one of th e m a j o r r e a s o n s fo r th is la c k of s u c c e s s is th e f a c t th a t th e a ttitu d e th a t is m e a s u r e d is u s u a lly in a p p r o p r i a t e . T h a t i s , th e a ttitu d e th a t is m e a s u r e d is u s u a lly an a ttitu d e to w a rd s o m e o b je c t "X , " w h ile th e b e h a v io r th a t is p r e - j d ie te d is Ss b e h a v io r w ith r e s p e c t to s o m e o b je c t " x " (a sin g le I in s ta n c e of th e g e n e r a l c l a s s of X ) . ^ ! In h is d i s c u s s i o n of F i s h b e i n 's a ttitu d e - b e lie f m o d e l, C ro n k h ite e m p h a s iz e d th e r e s e a r c h im p lic a tio n s of F i s h b e i n 's th e o r y . 32I b i d .. p . 398. 22 So fa r the r e s e a r c h evidence a p p e a rs to be o v e rw h elm in g in fa v o r of the su m m a tio n a p p ro a c h , but m o s t of th a t r e s e a r c h h as ! been done by F is h b e in and h is c o llea g u es. . . . The im p o rta n t ! thing is th a t F is h b e in h a s m ad e c le a r and uneq u iv o cal p re d ic tio n s ! w hich a r e a m e n a b le to e x p e rim e n ta l v e rific a tio n , w hich is not j tr u e of a ll th e th e o r ie s . . . . J | F is h b e in 's in te r e s t in the a ttitu d e -b e h a v io r p ro b le m follow ed (naturally fro m h is e a r l i e r in te r e s t in the a ttitu d e -b e lie f p ro b lem . i [U nidim ensional and M u lti- d im e n sio n a l A p p ro a c h e s to A ttitude ! | The u n id im e n sio n a l school of a ttitu d e th e o ry h o ld s th a t an a tti- j itude, by definition, is a c o v e rt e v alu ativ e r e s p o n s e and th u s any c o r r e latio n w ith o v e rt b e h a v io r w as not n e c e s s a r ily o r a p p ro p ria te ly explained in t e r m s of the sp e c ific s of th e th e o r e tic a l fo rm u la tio n s of the attitude 34 th e o ry . A ffect w as the key idea. The m u ltid im e n sio n a l school d e v elf ! loped w hen the a ttitu d e -b e h a v io r r e la tio n s h ip o c c u r r e d too fre q u e n tly for i I any th e o r e tic a l fo rm u la tio n s which did not acco u n t fo r it to c la im su ffi- ' 35 cien cy . T hus f ro m the u n id im e n sio n a l th e o r y 's e m p h a s is upon the 33 G a ry C ro n k h ite , P e rs u a s io n : S peech and B e h a v io ra l Change (Indianapolis: The B o b b s -M e rr ill Co. , Inc. , 1969), p- 66 . 34 L. L. T h u rsto n e , "T he M e a s u re m e n t of Social A ttitu d e s, " J o u rn a l of A b n o rm a l and S ocial P sy c h o lo g y , XXVI (1931), pp. 249-269. A lso: L,. L. T h u r sto n e , "T he M e a s u re m e n t of Social A ttitu d e s, " in R ead in g s in A ttitude T h e o ry and M e a s u re m e n t, ed. by M a rtin F ish b e in (New Y ork: John W iley and Sons, Inc. , 1967), p. 20. 35 M a rtin F is h b e in , "A ttitu d es in th e P r e d ic tio n of B e h a v io r, " in R e ad in g s in A ttitude T h e o ry and M e a s u r e m e n t, ed. by M a rtin F i s h bein (New Y ork: Jo h n W iley and Sons, Inc. , 1967), p. 477. I ---------------------------------------------------------------------------------------------------------- T T \ I e v alu ativ e p re d is p o s itio n , to the m u ltid im e n sio n a l th e o r y 's fa c e ts of |affect, cognition, and co n atio n , one fin d s the th e o re tic a l continuum of ! 36 I a ttitu d e th e o rie s defined. E a r ly in h is c r i t ic i s m of th o se who -assu m ed the a ttitu d e -b e h a v io r re la tio n s h ip , F is h b e in w as a d a m a n t in h is u n w illin g n e ss to a c c e p t the a s s u m p tio n s e x p lic it in the u n id im e n - ; i isional fo rm u la tio n . It is n e c e s s a r y to in d ic ate th at one fin d s g re a t i 'difficulty in try in g to find e x p licit c la im s of p re d ic tiv e validity in the j i u n id im e n sio n a l th e o r ie s . In fa c t, one does find e x p lic it d is c la im e r s j I by the u n id im e n sio n a l th e o r is ts . In h is d is c u s s io n of the u n id im e n sio n a list T h u rsto n e , C a rls o n j I concludes: j . . . T h u rsto n e a tte m p te d to m ak e it c le a r th a t although an in d i v id u a l's a ttitu d e could be u se d a s th e b a s is fo r p re d ic tin g the w ay he would g e n e ra lly behave ( i.e . , o v e r a w ide v a rie ty of situ a tio n s), | it (attitu d e) m ig h t be u n re la te d to any given b e h av io r in any given | situ atio n . ^ ' F F is h b e in c o n s id e re d the u n id im e n sio n a l th e o ry u n s a tis fa c to ry | in so fa r a s it w as in te r p r e te d to a s s u m e p re d ic tiv e v a lid ity in g e n e ra l b e h a v io r p a tte r n s . F is h b e in found th e m u ltid im e n sio n a l th e o ry eq u ally i u n s a tis f a c to r y b e c a u se of its u n sp e c ifie d " c a tc h - a ll" n a tu re . If the F o r an e x p lic it e x p e rim e n ta l te s t in c o m m u n ica tio n r e s e a r c h d e riv e d fr o m the m u ltid im e n sio n a l th e o ry , see: R o b e rt N. B o stro m , "A ffective, C ogn itiv e, and B e h a v io ra l D im en sio n s of C o m m u n icativ e A ttitu d e s, " J o u rn a l of C o m m u n ic a tio n , XX (D e c e m b e r, 1970), 359-69. 37 A rth u r R ic h a rd C a rls o n , "T he R e la tio n s h ip s B etw een a B e h a v io ra l In ten tio n , A ttitude T o w ard th e B e h av io r and N o rm a tiv e B e liefs about th e B e h a v io r" (unpublished P h . D. d is s e r ta tio n , U n iv e rs ity of Illin o is. 19681. pp. 1-2._____________________________________________________ - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Z T ~ m u l t i d i m e n s i o n a l t h e o r i s t d id n o t fin d th e b e h a v i o r - a t t i t u d e r e l a t i o n s h ip e x p e c te d , it w a s e a s i l y a r g u e d t h a t f o r t h i s a t t i tu d e , th e c o n a tiv e jf a c to r w a s n o t p o te n t. In s h o r t , th e m u l t i d i m e n s i o n a l f o r m u l a t i o n s a r e i 38 [la c k in g in d i s c r i m i n a n t v a lid ity . i M o r e r e c e n t l y , F i s h b e i n h a s c h a n g e d h is c r i t i c a l e m p h a s i s fro n ^ th e t h e o r e t i c a l f o r m u l a t i o n s of a ttitu d e to a c r i t i c a l p le a f o r f i n e r d i s c r i m i n a t i o n s in th e c l a s s i f i c a t i o n of th e b e h a v i o r p r e d i c t e d ( c r i t e r i a m e a s u r e s ) . I n s t e a d of a tta c k in g a ttitu d e t h e o r y f o r m u l a t i o n s f o r a s s u m i n g o r im p ly in g p r e d i c t i v e v a lid ity , h e f o c u s e d on m a k in g d i s - | I I ' ! t in c t io n s b e tw e e n v a r i o u s c l a s s e s of b e h a v io r th a t w e r e o r w e r e n o t j | p u r p o r t e d l y p r e d i c t e d . It w a s in t h is a r e a t h a t m u c h of F i s h b e i n 's c r i t i c a l a n a l y s i s w a s r e p l e t e w ith i m p l i c a t i o n s f o r c o m m u n ic a tio n j t h e o r y a n d r e s e a r c h . i i In r e v ie w in g e x p e r i m e n t a l r e s e a r c h in th e a tt i t u d e - b e h a v i o r I ' p r o b l e m , F i s h b e i n fo u n d t h a t c e r t a i n p a t t e r n s of c o r r e l a t i o n do o c c u r in c e r t a i n c l a s s e s o f o v e r t b e h a v i o r . H is a n a l y s i s u l t i m a t e l y le d h i m to s e r i o u s l y c r i t i c i z e r e s e a r c h e r s fo r n o t a p p r e c i a t i n g th e d e g r e e to w h ic h t h e i r m e t h o d o lo g ic a l d e s i g n s w e r e c o n d itio n s p r e c e d e n t to tw o i ' i m p o r t a n t r e s e a r c h q u e s t io n s ; ( I) " Is th e m e th o d of c r i t e r i o n I M a r t i n F i s h b e i n , " A ttitu d e a n d th e P r e d i c t i o n of B e h a v i o r , " in R e a d in g s in A ttitu d e T h e o r y a n d M e a s u r e m e n t , e d . by M a r t in F i s h b e i n (N ew Y o rk : J o h n W ile y a n d S o n s , In c . , 1967), pp. 485, 4 8 2 -4 8 3 . 25 \ b s e r v a t i o n a n d m e a s u r e m e n t a p p r o p r i a te to th e b e h a v io r a l c l a s s i f i c a tio n ? " a n d (2 ) " i s th e b e h a v io r c la s s if i c a t io n w o rth th e e ff o r t w h ich i I 39 {predictive v a lid a tio n n e c e s s i t a t e s ? " T h e f i r s t q u e s tio n h ig h lig h te d jone a s p e c t of c o m m u n ic a tio n a c t s w h ic h r e s e a r c h e r s m ig h t f a i l to 40 a p p r e c i a te - - th e c o n tin u o u s n a tu r e of c o m m u n ic a tio n a c t s . T h e n e x t tw o s e c tio n s of th is c h a p te r e x p la in how w h a t F i s h b e i n | c a lle d "a ta x o n o m y of b e h a v io r a l c r i t e r i a " w a s a lo g ic a l a n d h e lp fu l j | r e s p o n s e to th e s e q u e s tio n s . F i s h b e i n w a s n o t c o n v in c e d th a t we k n e w j w h at we w e r e r e f e r r i n g to w h en we ta lk e d a b o u t " b e h a v io r. " H is ta x - I o n o m y s u g g e s te d w h a t h e w a s r e f e r r i n g to w h en th e t e r m " b e h a v io r " j w a s u s e d . j F i s h b e i n 's T a x o n o m y of B e h a v io r a l C r i t e r i a I F i s h b e in c l a s s i f i e d b e h a v io r a c c o rd in g to w h e th e r a n a c t w a s t I s in g le o r m u ltip le . T h e s e tw o k in d s of a c t s a r e g e n e r a lly e x p e r ie n c e d i | {in s itu a tio n s w h e re th e y a r e done o r n o t done (d ic h o to m o u s ) o r done fo r so m e tim e (c o n tin u o u s). F u r t h e r s u b c l a s s i f ic a t i o n s w e r e m a d e in l t e r m s of a 2 by 2 m e th o d o lo g ic a l m a t r i x w h ic h th e r e s e a r c h e r b r in g s to 39 M a r t in F i s h b e i n , "T h e R e la tio n s h ip B e tw e e n A ttitu d e s a n d I B eh av io rV (u n p u b lis h e d m a n u s c r i p t . U rb a n a : U n iv e r s ity of I llin o is , {1970), pp. 2 -1 4 . (M im e o g r a p h e d .) 40. Ibid. , pp. 4 - 6 , p a s s i lm . 26 the s itu a tio n - -th e s e m ig h t be c a lle d e x p e rim e n te r c r i t e r i a . T hat is , " I s the a c t (w hether single o r m u ltip le , dichotom ous o r continuous) (a) I | o b se rv e d once o r (b) re p e a te d ly o b s e rv e d ? " In ad d itio n , "Is the o b s e r - j ! vat ion m ad e u n d er m a x im a lly s im ila r o r d is s im ila r c o n d itio n s?" The taxonom y b e c a m e im p o rta n t in t e r m s of the a ttitu d e -b e h a v io r r e latio n - ;ship a s F is h b e in saw the p ro b le m . If one did not d iffe re n tia te betw een i c r i t e r i a v a ria b le s , one sim p ly could not c la im a re la tio n s h ip betw een i a ttitu d e s and b e h a v io r. F is h b e in 's taxonom y w as not p a rtic u la rly w ell su ited to cope with c o m m u n ica tio n b e h a v io r, but h is a rg u m e n t w as r ic h 41 iwith im p lic a tio n s fo r p re d ic tiv e d e sig n s in co m m u n ica tio n r e s e a r c h . Ju s t a s F is h b e in w ould say th a t one m u s t know w hat kind of b eh av io r one is try in g to p re d ic t, the c o m m u n ica tio n r e s e a r c h e r ought to be able to define w hat kind of c o m m u n ica tio n b eh av io r he is try in g to i I p re d ic t. Seldom does one r e a d a r e s e a r c h a r tic le w hich h a s s c r u t i n i z e d the c r ite r io n v a ria b le a n y w h ere n e a r a s fin ely a s the p a p e r- a n d - i \ p en cil m e a s u r e s . T h ese r e c e n t c o n trib u tio n s of F is h b e in w e re c o n c e rn e d w ith the an aly tic c la s s ific a tio n of b e h a v io r, the n a tu re of the o b s e rv a tio n a l m e th o d , and th e re lia b ility of th e c r i t e r i a v a ria b le . I T h ese w e re a ls o im p o rta n t c o n s id e ra tio n s in th is e x p e rim e n ta l t e s t of ! I F is h b e in 's b e h a v io ra l in te n tio n s m o d el. 41 The taxonom y m ad e no e x p lic it ack n o w led g m en t of the unique n a tu re of c o m m u n ica tio n a c t s - - t h a t is , v e rb a l b e h av io r is n e ith e r included n o r excluded. The next section of this chapter d iscu sses F ishbein's model for I th e p re d ic tio n of b e h a v io ra l in ten tio n s. It is hoped th a t th ro u g h the d is- jcussion of the tax o n o m y in the la s t se ctio n a c le a r e r u n d e rsta n d in g of [F ish b ein 's p re d ic tiv e m o d el can be gained. |F ish b e in 's B e h av io ral Intention s [Model and T h e o ry 42 F is h b e in 's th e o ry , b a se d on D ulany, included two m a jo r v a r i a tio n s fro m tra d itio n a l a ttitu d e th e o ry fo rm u la tio n s; (1) the fo rm u la - i tio n of the concept of a ttitu d e e m p h a siz e d th a t the ev alu ativ e re s p o n se ; j [was to an ACT o r ACTION, and th e a g e n t's e x p ec te d re in fo rc e m e n ts j f o r doing the a c t o r actio n . T h ese a r e quite d ifferen t fro m the t r a d i tio n a l ob ject of an a ttitu d e . T hat is , when m e a s u r e d p ro p e rly , a b e h a v io ra l o b ject is fa r m o re co n ativ ely s a lie n t th an a cognitive object. | i(2) B e h a v io ra l p re d ic tio n b a se d on a ttitu d e m e a s u r e m e n t m u st account [for, and in clu d e, m e a s u r e m e n ts of so c ia tio n a l v a ria b le s w hich a c c o m - l |pany o r define the a c t. T h at is , b e h a v io ra l p re d ic tio n m u st include m e a s u r e m e n t of the fu n ctio n of r e f e r e n c e g ro u p influence on die agent a t a c t- tim e , o r a t le a s t a tte m p t a p ro b a b ilis tic ap p ro x im atio n . D. E. D ulany, " A w a re n e ss R u le s , and P ro p o s itio n a l C ontrol: A C o n fro n tatio n w ith S-R B ehavio r T h e o ry , " in V e rb a l B eh av io r and 5-R B eh av io r T h e o r y , ed. by D. H o rto n and T . Dixon (New J e rs e y : P re n tic e -H a ll, 1967), pp. 340-387. One of th e goals of F is h b e in w as the a b o litio n of the m y th th at i b e h av io r is difficult to p re d ic t. A s F is h b e in h a s sa id , if you w ant to |p re d ic t b e h a v io r, a ll you have to do is a s k the p e rs o n if they a r e going i [to do a c t X. The valid ity of the p e r s o n 's r e s p o n s e is a function, how - I e v e r , of th e sp e c ific ity of in fo rm a tio n in th e q u estio n . You muBt a s k , ! ["A re you going to do X w ith B at K tonight betw een 10 and 11 ?"43, 44, 45 ! I The a n s w e r to such a q u e stio n would be an ex am p le of a "b eh a v io ral 1 i t in ten tio n " if it included an index of p ro b ab ility . F is h b e in defined a j i b e h a v io ra l in ten tio n a s a sta te m e n t (m e a su re m e n t) about a ctio n s that I one would take w ith r e s p e c t to an o b ject. F is h b e in 's m odel w as b a se d j on a v e ry high (a ssu m e d ) c o rr e la tio n betw een b e h a v io ra l in ten tio n s and j I b e h a v io r. T h is is an a ssu m p tio n w hich is d is c u s s e d la te r in th is chap-j I t e r . The th e o r e tic a l m o d el, w hich w as u n d er in v e stig a tio n in th is I r e s e a r c h , is a m o d el fo r th e p re d ic tio n of b e h a v io ra l intention. 43 M a rtin F is h b e in , "T he R e la tio n s h ip B etw een A ttitu d e s and B e h a v io r" (unpublished m a n u s c r ip t, U rb ana: U n iv e rs ity of Illin o is, 1970), p. 1. (M im e o g ra p h e d .) 44 M a rtin F is h b e in , "A ttitude and th e P re d ic tio n of B e h a v io r," in R e ad in g s in A ttitude T h e o ry and M e a s u r e m e n t, ed, by M a rtin F is h b e in (New Y ork: John W iley and Sons, Inc. , 1967), pp. 491, 482. 45 M a rtin F is h b e in , "T he R e la tio n s h ip B etw een A ttitu d e s and B e h a v io r" (unpublished m a n u s c rip t, U rbana: U n iv e rs ity of Illin o is, 11970), p. 21A. (M im e o g ra p h e d .) A c co rd in g to F is h b e in , b e h a v io ra l in te n tio n s c o r r e la te dependably and I 4fy 4 7 p o sitiv e ly (+0, 90) w ith o v e rt b eh av io r. ' I A c co rd in g to F is h b e in , th e re is a m ed ia tin g sta te (with r e g a r d ito b eh av io r) w hich can s e rv e a s the b a s is fo r b e h a v io ra l p re d ic tio n , i. e. , a b e h a v io ra l in tention. F is h b e in 's m o d el can be sta te d in the {following m a n n e r: b e h a v io ra l in ten tio n is the su m of a p e r s o n 's a t t i tu d e s to w a rd doing a sp e cific a c t plus h is p e rs o n a l b e lie fs to w a rd the a c t, tim e s h is n eed to com ply with h is b e lie fs , plus h is so c ia l b e liefs to w a rd the a c t, tim e s h is n eed to com ply w ith th e m , g iven a b e h a v io ra l 46 A t f i r s t , th is a ssu m p tio n of F is h b e in is r a th e r confusing and d iffic u lt to a c c e p t on the b a s is of r e s e a r c h r e p o r t s . H o w ev e r, the point w as c la rifie d by in te rp re tin g F is h b e in to say: (1) In th o se c r i t e r i a a c ts w h e re we do hav e b e h a v io ra l in te n tio n s m e a s u r e s , th e c o rr e la tio n is a s re p o rte d ; (2 ) th u s g re a t c a re m u s t be e x e rc is e d in the s e le c tio n of the b e h a v io ra l in ten tio n w hich is th e p re s a g e d v a ria b le of h is m odel; and (3) in th o se c r i t e r i a a c t g e n re s {where we have not had b e h a v io ra l in te n tio n s r e s e a r c h , th is should be included a s an a s p e c t of the e x p e rim e n ta l d e sig n . T he b e h a v io ra l in te n tio n -b e h a v io r c o rr e la tio n a s s u m e s th at th e a c t is u n d e r the v o li tio n of the ag en t, th a t he h a s the a b ility to p e r f o r m the a c t and is not th w a rte d f r o m doing th e a c t by o th e rs . See: A jzen and M a rtin F i s h b ein , "A ttitu d in al a n d N o rm a tiv e V a ria b le s a s P r e d ic to r s of S pecific B e h a v io rs: A R ev iew of R e s e a r c h G e n e ra te d by a T h e o re tic a l M odel" (p ap er p re s e n te d a t th e w o rk sh o p on A ttitude R e s e a r c h and C o n su m e r B e h a v io r, U rb a n a, D e c e m b e r 4 -5 , 1970), p. 13. (M im e o g ra p h e d .) 47 One m u s t a c c e p t w ith c a re A jz e n ’s c o m m en t th a t, "A ll th e se [hypotheses [b e h a v io ra l in ten tio n and b e h av io r c o rr e la tio n ] have b een jextensively te s te d e ls e w h e re (A jzen and F is h b e in , 1971) and th e re fo re {need not be c o n sid e re d h e re in any d e ta il. " See: Ic e k A jzen , "A ttitu d in al vs. N o rm a tiv e M e ss a g e s: An In v e stig a tio n of the D iffe re n tia l E ffe c ts of P e r s u a s iv e C o m m u n icatio n on B e h a v io r" (unpublished m a n u s c r ip t, U rbana: U n iv e rs ity of Illin o is, 1970), p. 5. (M im eograph ed. ) situation. The m odel may be exp ressed algebraically as follow s: B » BI = [A J w + [(NB )(M c )lw . L a c t J o p p J 1 1 2 3 4 5 6 4 + [ ( N B s ) ( M c s ) ] w 2 7 8 4 In the m o d el the t e r m s stan d fo r the follow ing: 1: B = o v e rt b e h a v io r 2: BI = b e h a v io ra l in ten tio n 3: A , = a ttitu d e to w a rd the b e h a v io r in a situ atio n a c t 4: w eigh ted f a c to r s (w . ) ® o, 1, 2 , . . . n 5: NB = n o rm a tiv e b e lie fs (p e rso n a l) P ! 6 : M e = m o tiv a tio n to com p ly (p e rso n a l) P 7: NB = n o rm a tiv e b e lief (so cial) s 8: M e - m o tiv a tio n to co m ply (so cial) 8 M a rtin F is h b e in , "A ttitude and th e P r e d ic tio n of B e h a v io r, " in R e a d in g s in A ttitu d e T h e o ry and M e a s u r e m e n t, ed. by M a rtin F i s h b e in (New Y ork: Jo h n W iley and Sons, Inc. , 1967), p. 490. 49 F is h b e in h a s g e n e ra lly not u se d the m o d el a s in d ic a te d h e r e , but a c o n tra c te d v e rs io n . T he m o d el u n d e r in v e stig a tio n h e r e w as the m o r e sp e c ific v e rs io n w hich w as p r e f e r r e d sin c e it w as thought m o re e x p la n a to ry and a p p ro p ria te fo r th e r e s e a r c h d e sig n of th e p r e s e n t i study. In its s im p le r f o rm th e m o d el is e x p re s s e d as: B BI = [Ag c t]w o + [(N B )(M c )]w1 | The expan ded and c o m p re s s e d v e rs io n s of th e m o d el a r e d i s c u s s e d in F is h b e in , op. c it. , pp. 489-4 90. In the m o d e l, the com ponent of A (attitu d e to w a rd th e a c t), is | & Cl of p a r tic u la r i n te r e s t in view of F is h b e in 's th e o ry of th e b e lie f-a ttitu d e I re la tio n . F is h b e in 's A , fo rm u la w as e s s e n tia lly the sa m e a s h is A a c t ' o imodel ex cep t th a t th e o b je c t w as an a c t and not a cognitive o b jec t. The A ^ct m o d el m a y be e x p re s s e d a s: . . . A a c t is se e n a s th e sum of the b e lie fs about the co n seq u e n ce s of p e rfo rm in g a given a c t (B.) tim e s the ev alu atio n of th e s e c o n s e q u e n ce s (a.) and th u s, alg eb raically :^ ® n A ■ L — t 1 1 a c t i=l In e x p la n atio n of the above m o d el, F is h b e in said: It m u s t be e m p h a s iz e d , h o w e v e r, th a t th e a ttitu d e u n d er c o n s id e ra tio n is an a ttitu d e to w a rd p e rfo rm in g a given b e h a v io ra l a ct, and is not an a ttitu d e to w a rd a given o b ject. T hat is , the a lg e b ra ic fo rm u la p re s e n te d above le a d s to th e h y p o th esis th a t an in d iv id u a l's a ttitu d e to w a rd any o b ject is a function of the in d i v id u a l's b e lie fs about th a t o b ject. In th e p re s e n t a n a ly s is (m odel), we a r e c o n c e rn e d w ith an in d iv id u a l's b e lie fs about the p e r f o r m a n c e of a g iven b e h a v io ra l a c t, and th u s the a ttitu d e being a s s e s s e d is th e in d iv id u a l's a ttitu d e to w a rd th e p e rfo rm a n c e of th a t a c t. ^ 50 Icek A jz e n and M a rtin F is h b e in , "T he P re d ic tio n of B e h a v io ra l In ten tio n s in a C hoice S itu atio n , " Jo u rn a l of E x p e rim e n ta l Social :P s y c h o lo g y , V (O c to b e r, 1969), 403. 51 The th e o r e tic a l ra tio n a le (as o p p o sed to s ta tis tic a l) is p r e se n ted in: M a rtin F is h b e in , "A C o n sid e ra tio n of B e lie fs, and T h e ir R ole in A ttitude M e a s u r e m e n t," in R e a d in g s in A ttitude T h e o ry and ;M e a s u r e m e n t, ed. by M a rtin F is h b e in (New Y ork: Jo h n W iley and jSons, I n c ., 1967), pp. 25 7-266. i L ____________________________________ ________________________ ___________________ [ -------------------------------------------------------------------------------------------------------------------32“ : < [ i | ! ; Since a "b e h a v io ra l in ten tio n " is a p e r s o n 's opinion re g a rd in g I h is intent to engage in som e b e h a v io r, th e A in g re d ie n t in F is h b e in 's & c t m o d el is a m e a s u r e m e n t w hich is se n sitiv e to p e rs o n a l p e rc e p tio n s of the su b jectiv e ex p ec te d u tilitie s o r r e w a rd s lik e ly to r e s u lt fro m such an actio n . The A com ponent in clu d es b eliefs b e c a u se d e te rm in a tio n ^ a C l re g a rd in g the n a tu re of the c o n se q u e n c e s of a c ts a r e m ad e in the b e lief , c lu s te r of each a c to r. A s is d is c u s s e d la te r in th is c h a p te r, the A i A 1 m e a s u r e m e n t p ro c e d u r e s u se sum m in g r a th e r th an a v e ra g in g. 33 T h is p ro c e d u re s e n s itiz e s the in s tru m e n t to w eight the sa lie n t b e liefs i w hich is n e c e s s a r y if m o re th an a p u re ly ev alu ativ e index is d e s ire d . I In s u m m a ry , F is h b e in 's th e o ry and m o d el p o sited th re e m a jo r j s o u rc e s of validly gauging a conative m ed iatin g sta te . T h e se s o u r c e s a re : (1) b e lie f-a ttitu d e to w a rd p e rfo rm in g the a c t, (2 ) p e rs o n a l n o r m s | I I and so c ia l n o rm s w hich r e la te to the p e rfo rm a n c e of the a c t, and (3) co m p lian ce p r e s s u r e s to w a rd the n o rm s o u rc e s . T he im p lic a tio n s of the m od el w e re ex p lain ed by F is h b e in in the context of the a ttitu d e -b e h a v io r re la tio n sh ip : . . . the p re s e n t a p p ro a c h su g g e sts a r a d ic a l change in in v e s ti gating and u n d e rsta n d in g the a ttitu d e -b e h a v io r re la tio n sh ip . In ste a d of a ssu m in g som e u n d e rly in g re la tio n s h ip betw een an 52 M a rtin F is h b e in , "A ttitude in th e P re d ic tio n of B e h a v io r, " in R ead in g s in A ttitude T h e o ry and M e a s u re m e n t, ed. by M a rtin F is h b e in (New York: John W iley and Sons, Inc. , 1967), p. 489. 53Ibid. . p. 489. r 1 in d iv id u a l's a ttitu d e to w a rd a given o b ject and h is b e h a v io r w ith r e s p e c t to th a t o b je c t, the p ro p o se d th e o ry re c o g n iz e s the im p o r tan ce of situ atio n al v a ria b le s , n o r m s , and m o tiv a tio n a s fa c to r s influencing b e h a v io r. R a th e r th an view ing a ttitu d e to w a rd a stim u lu s o b ject a s a m a jo r d e te rm in a n t of b e h av io r w ith r e s p e c t to th at o b ject, the th e o ry id e n tifie s th re e k in d s of v a ria b le s th a t ! function a s the b a s ic d e te rm in a n ts of b eh av io r: (1) a ttitu d e s j to w a rd the b e h a v io r, (2) n o rm a tiv e b e liefs (both p e rs o n a l and so c ial), and (3) m o tiv a tio n to co m p ly w ith the n o rm s . F u r t h e r m o r e , although the th e o ry su g g e sts th at o th e r v a ria b le s can a ls o influence b e h a v io r, it in d ic a te s th a t th e se o th e r v a ria b le s o p e ra te ! in d ir e c tly ; th a t is , by influencing one o r m o re of the th re e b a sic d e te rm in a n ts . 54 ! The next se c tio n of th is c h a p te r d iscu sseB the r e s e a r c h l i t e r a tu r e in the a ttitu d e -b e h a v io r re la tio n s h ip p ro b lem . L ite r a tu r e D ealing w ith the A ttitu d e -B e h a v io r R e la tio n sh ip T h e re a re s e v e r a l re la tiv e ly co m p lete s u m m a r ie s of e m p iric a l 1 and e x p e rim e n ta l r e s e a r c h c o n c e rn e d with v erify in g o r d isc la im in g the I a ttitu d e -b e h a v io r re la tio n s h ip . The re v ie w s of extant r e s e a r c h a r e j n a tu ra lly c h a r a c te r iz e d by a p a rtic u la r point of in te r e s t, but each s h a re s th e g e n e ra l to p ic and c ite s m an y of the sa m e r e s e a r c h r e p o r ts . By r e f e r r in g to five of th e s e s u m m a r ie s , th e c u rre n t s ta te of a ttitu d e - b e h av io r r e s e a r c h can be a p p re c ia te d . 54Ibid. , p. 490. W ic k e r55 ! »■■■■' 1 i W ic k e r 's 1969 s u m m a r y w as div id ed a c c o rd in g to w hat h e callec^ th e tw o c o n c e p tu a l c o n s id e r a tio n s w hich id en tify c o n te m p o r a r y a ttitu d e th e o r ie s : (1) th o se w hich e q u a te a ttitu d e w ith th e p ro b a b ility of r e c u r r e n c e of b e h a v io r f o r m s of a given type o r d ire c tio n , and (2 ) th o s e w hich c o n s id e r a ttitu d e the la te n t o r m e d ia tio n a l v a ria b le o r fa c to r. W ick er c la im e d th a t th e la t t e r is c u r r e n tly the m o s t w id ely h e ld p o s i- | tio n . He s u m m a r iz e d th e fin d in g s of t h i r t y - t h r e e a r t i c l e s and e x p e r i- i j m e n ts w hich in v e s tig a te d th e a ttitu d e - b e h a v io r re la tio n s h ip . One of i h is c o n c lu sio n s w as th a t th e r e is little e v id e n c e to su p p o rt the p o s tu - , i la te d e x is te n c e of s ta b le , u n d e rly in g a ttitu d e s w ith in th e ind iv id u al w hich in flu en c e both h is v e r b a l e x p r e s s i o n s an d hiB a c tio n s. H is co n - I - e lu s io n s in clu d ed th r e e w o rd s of cau tio n : (1) r e s e a r c h e r s m u s t n o t be led to b e lie v e th a t b e c a u s e a ttitu d e o b je c ts a r e s o c ia lly sig n ific a n t th a t I th e stu d y of th e s e a ttitu d e s is a stu d y of s o c ia lly sig n ific a n t b e h a v io r, ] ! (2 ) r e s e a r c h is n e e d e d on th e a d d itio n a l s o u r c e s of in flu e n ce on o v e rt j b e h a v io r b e s id e s a ttitu d e , (3) a ttitu d e t h e o r i s t s and r e s e a r c h e r s m u s t be m o r e s p e c ific in d efin in g a ttitu d e - -th a t i s , th e t e r m is g e n e r a lly a p p lie d to v e rb a l e x p r e s s io n s o r m e a s u r e m e n ts d e riv e d f r o m v e rb a l in s tr u m e n ts (p a p e r - and - penc i l ), y e t v e rb a l e x p r e s s io n is not th e g e n re 55 A lla n W, W ic k e r, "A ttitu d e s V e r s u s A ctio n s: T he R e la tio n sh ip of V e rb a l a n d O v e rt B e h a v io ra l R e s p o n s e s to A ttitu d e O b je c ts , " J o u r n a l of S ocial I s s u e s , XXV, 4 (A utum n, 1969), 4 1 -7 7 . [of b e h av io r g e n e ra lly u n d er in v estig atio n w hen one e x a m in e s an I i a ttitu d e -b e h a v io r r e s e a r c h r e p o r t. It m u st be added h e re th a t the p re s e n t r e s e a r c h re p o r t is an e x ce p tio n to W ic k e r's g e n e ra l s ta te m e n t. T his e x p e rim e n t w as c o n c e rn e d w ith th e a ttitu d e -v e rb a l b e h av io r re la - ; I tio n sh ip . W icker su g g ested th a t th o se in te re s te d only in v e rb a l b e h a - j | v io r a re involved in a d ifferen t c la s s of p ro b le m s w hich do not n e c e s - I sita te an abando nm en t of tra d itio n a l a ttitu d e th e o ry fo rm u la tio n s. j W icker stated: . . . it is e s s e n tia l th a t r e s e a r c h e r s sp ecify th e ir conception s of a ttitu d e s. Som e m ay be in te r e s te d only in v e rb a l r e s p o n s e s to a ttitu d e s c a le s , in w hich c a se the q u e stio n of a ttitu d e -b e h a v io r r e la tio n s h ip s is not p a rtic u la rly re le v a n t o r i m p o r t a n t .^ It would s e e m n e c e s s a r y to add that th e r e is v e rb a l b eh av io r w hich is not a re s p o n s e to an attitu d e sc a le w hich c o n stitu te s in th is w r i t e r 's tra d itio n the m o s t im p o rta n t and re le v a n t a s p e c t of life; j I n a m e ly , c o m m u n ica tio n a c ts , which m o s t of us spend m o s t of our lives! engaging in and a r e dependent upon. One h a s to be so m ew hat dism ayedj ! a t th is re p e a te d d istin c tio n b etw een v e rb a l and o v e rt b e h a v io r. C e r tain ly th e s e r e s e a r c h e r s u n d e rs ta n d th a t v e rb a l b e h av io r is o v e rt. In th is w r i t e r 's view , c a re m u s t be e x e rc is e d th a t c o m m u n ica tio n a c ts a re not m is ta k e n ly c la s s ifie d with n o n c o m m u n ica tio n a c ts ; such a m i s tak e e x a c e rb a te s both the th e o r e tic a l fo rm u la tio n s and r e s e a r c h a c tiv i tie s d e riv e d th e re fro m . 56Ibid. , p. 75. w F i s h b e i n ^ i In F is h b e in 's s u m m a ry of a ttitu d e -b e h a v io r r e s e a r c h , c e r ta in |sp e c ific a tio n s of b e h av io r w e re m ad e w hich p e rm it a p a rtia lly a f f ir m a tiv e a n sw e r to th e q u estio n : "Do a ttitu d e s p re d ic t b e h a v io r? " F is h b e in in d icated th at the a n sw e r is " y e s " if the b e h a v io r is of a c e r ta in kind. In o r d e r to u n d e rs ta n d the c a re fu lly d e lim ite d s e n se in w hich F is h b e in j ] m a k e s th is c la im , it is n e c e s s a r y to r e c a l l h is tax o n o m y of b e h a v io r, I I w hich w as d is c u s s e d p re v io u sly . The b e h a v io ra l tax o n o m y h a s becom e: a m a jo r a rg u m e n t in h is m o s t r e c e n t th e o r e tic a l fo rm u la tio n . F ish b ein sta te d th at b e h a v io r is to a g r e a t d e g re e a function of th e o p e ra tio n a l d efin itio n s and o b s e rv a tio n a l m eth odology of th e in d iv id u al r e s e a r c h e r . | T h is is a ls o tr u e of a ttitu d e . A lthough c o m m u n ic a tio n a c ts a r e not sp e c ific a lly ex clu d ed f r o m h is sc h e m a , nothing is m en tio n ed w hich i would in d icate th a t h is tax o n o m y r e f e r s to sp e ec h c o m m u n ic a tio n a c ts , o r n o n v e rb a l c o m m u n ica tio n a c ts . H is tax o n o m y can be r e p r e s e n te d in the follow ing way: B e h av io r is , in the r e s e a r c h situ a tio n , a m a tte r of c la ss ify in g b e h a v io r into one of the c e lls illu s tr a te d in F ig u r e 1. On the b a s is of th is b e h a v io ra l tax o n o m y , F is h b e in exp lain ed the im p lic a tio n s fo r th e a ttitu d e -b e h a v io r re la tio n sh ip : ! . . . T h u r s to n e 's a n s w e r to the a ttitu d e -b e h a v io r q u e stio n w as th a t altho ugh a ttitu d e s w ill p re d ic t m u ltip le a c t c r i t e r i a , th e re , _ t M a rtin F is h b e in , "T he R e la tio n sh ip B etw een A ttitu d e s and [B eh av io r" (unpublished m a n u s c rip t, U rbana: U n iv e rs ity of Illin o is, 11970).— (M im eo g rap h ed . )------------------------------------------------------------------------------- M ETH O D O LO G ICA L CRITERIO N BEHAVIORAL S IN A G L E C T CRITERIO N M U L I I P L E t A C T O X o O g o c Vi R E A L -T IM E CRITERIO N F ig . 1 .- - B e h a v io r a l T axonom y ------------------------------------------------------------------------------------------------------------------------------------------- w as no r e a s o n to a s s u m e a re la tio n s h ip betw een a ttitu d e s and any single a c t c r i t e r i a . 5® F is h b e in 's s u m m a ry in d ic ate d th a t w hile a ttitu d e s m a y give us p re d ic tiv e in fo rm a tio n ab out p e o p le ’s b e h a v io ra l p a tte r n s , in so fa r as ! I the p re d ic tiv e v a lid ity of an a ttitu d e m e a s u r e to w a rd a single a c t is ! c o n c e rn e d , no p re d ic tiv e v alid ity w ill be found. In s h o rt, a ttitu d e s w ill not and cannot p re d ic t a n a c t , u n le s s th ey a r e a c ts in a p re d ic ta b le i p a tte rn of b e h a v io r. An a ttitu d e m e a s u r e m ig h t w ell p re d ic t w ith high j validity w h e th er one w ill be a "good f a th e r , " but it cannot p re d ic t w h eth er the child he f a th e r s w ill be b o rn out of w edlock. F is h b e in in d icated th a t w hen the p re d ic to r is p a rtic u la rly a p p ro p ria te to the i single a c t c r ite r io n , p re d ic tio n of a single a c t is quite lik ely b e ca u se th e a ttitu d e m e a s u r e d o es M . . . te ll u s so m eth in g ab out the o v e ra ll 59 p a tte rn of b e h a v io r. . . F is h b e in c la im e d th a t th e b e h a v io ra l i n ten tio n m e a s u r e is m o r e a p p ro p ria te to p re d ic t a sin g le act th an an a ttitu d e m e a s u r e , and th a t the p re d ic tiv e v alid ity of the b e h a v io ra l in ten tio n is a function of th r e e in te rv en in g v a ria b le s : (1) e la p se d tim e fro m th e b e h a v io ra l in te n tio n a s s e s s m e n t, (2) in te rv e n in g ev en ts or c ir c u m s ta n c e s , and (3) the d ependen ce of th e a c to r upon o th e rs in the 60,61 p e rfo rm a n c e of the a c t. ~^Ibid. , p. 16. ^ Ibid. , p. 18. 6° I b i d ., p. 21 . [M cG uire i T h is s u m m a ry w as of in te r e s t b e c a u se it p lac ed the a ttitu d e - b e h a v io r p ro b le m in the context of a ttitu d e r e s e a r c h g e n e ra lly . M cG u ire c la s s ifie d a ttitu d e r e s e a r c h e r s in t e r m s of th e way th ey I | "ex p o se" th e m s e lv e s in th e ir e x p e rim e n ta l d e sig n s. He su g g e ste d that th e r e a re two m a jo r schools: (1) H o v la n d e rs and (2) th e F e s tin g e ria n s .. The H o v la n d e rs fo cu s on th e dependent v a ria b le and its m e a s u r e m e n t, | u su a lly a n attitu d e change phenom enon. The F e s tin g e r ia n s fo cu s on the j independent v a ria b le s , u su a lly so m e a s p e c t of d isso n a n c e th e o ry . T h ese tw o sch o o ls a r e fu rth e r c la s s ifie d in t e r m s of c e rta in p a r t i c u l a r itie s of d e sig n , s t a ti s t i c s , N s, and c o n c e rn fo r m a in o r in te ra c tio n e ffe c ts. M c G u ire 's c la s s ific a tio n ought not to be ta k e n a s lightly a s h is h u m o ro u s p re s e n ta tio n m ight p e rm it. It is im p o rta n t to note th at a ttitu d e r e s e a r c h e r s have b e en m a in ly fo cu sin g on a ttitu d e change h y p o th e s e s . M c G u ire 's s u m m a ry is n o tew o rth y in th is re g a rd ; the a ttitu d e -b e h a v io r r e la tio n s h ip is not in clu d ed a s a m a jo r p ro b le m fo r d is c u s s io n , at le a s t not e x p lic itly . In o v e r 140 p ag es w hich p u rp o rt to d is c u s s "T he N a tu re of A ttitu d e s and A ttitud e C hange, " th is w r ite r 63 would e x p e c t such an e x p licit d isc u ssio n . In h is b rie f d is c u s s io n of 62 W illia m J . M c G u ire , "T he N a tu re of A ttitu d e s and A ttitu de C h a n g e ," in H andbook of Social P sy c h o lo g y , ed. by G a rd n e r L ind zey a n d E llio t A ro n so n (R eading: A d d iso n -W e sle y , 1969), pp. 136-314. 63 The s a m e c o m m en t can be m ad e of o th er " s ta te of the a r t " i s u m m a r ie s . F o r e x a m p le , see: C h a rle s A. K ie s le r , B a r r y E. I w hether a ttitu d e s a r e dynam ic a s w ell a s d ire c tio n a l M cG u ire s k irts the is s u e which F is h b e in and o th e rs believ e to be a c e n tra l is s u e and d e se rv in g of a m o re e la b o ra te c o n s id e ra tio n th an given in the c u r r e n t H andbook. T h is kind of " e r r o r of o m is s io n " is p ro b ab ly what F is h b e in r e f e r r e d to when he id entified th e m a jo r p ro b le m of a ttitu d e -b e h a v io r th e o r y and r e s e a r c h : . . . We p sy c h o lo g ists have n e v e r r e a lly studied b e h av io r p e r se . By th is 1 m e a n th a t we have u su a lly tak en b e h av io r a s a g iv e n ; to th e b e s t of m y know ledge, w e - - a t le a s t in the a ttitu d e a r e a - - h a v e se ld o m , if e v e r , su b je c te d our b e h a v io ra l c r i t e r i a to the sa m e rig o ro u s a n a ly s e s to w hich we su b je ct o u r p a p e r-a n d -p e n c il te s ts . Yet th is is w hat we m u st do if we a re to th o ro u g h ly u n d e rs ta n d the re la tio n s betw een a ttitu d e s and b eh av io r. . , . ^ 65 E h rlic h T h is s u m m a r y of the a ttitu d e -b e h a v io r r e la tio n s h ip e m p h a s iz e d th a t "A lthough r e s e a r c h c o n siste n tly fa ils to ju stify the u se of attitu d e m e a s u r e s in th e p re d ic tio n of o v e rt b e h a v io r, the a s s u m e d re la tio n 66 does not h av e to be denied. " E h r lic h th e o r iz e d th a t the inconB isten- C o llin s, and N o rm a n M ille r, A ttitude Change: A C r itic a l A n a ly sis of T h e o re tic a l A p p ro a c h e s (New York: John W iley and Sons, Inc. , 1969), pp. 1-88. 64 M a rtin F is h b e in , "A ttitude and the P re d ic tio n of B e h a v io r, " in R e ad in g s in A ttitude T h e o ry and M e a s u r e m e n t, *sd, by M a rtin F is h - b ein (New Y ork: John W iley and Sons, Inc. , 1967), p. 484. 65 H ow ard J. E h rlic h , "A ttitu d es, B e h a v io r, and the In te rv e n ing V a r ia b le s ," The A m e ric a n S o c io lo g ist, IV ( F e b r u a r y , 1969), 29-34. I 66 ! Ibid. , p. 29. ? 1 - c ie s can be e x p la in e d on th e g ro u n d s of e ith e r m e th o d o lo g ic a l o r c o n - I c e p tu a l f o rm u la tio n s . He a rg u e d th a t th e a ttitu d in a l m e a s u r e s hav e fa ile d to ta k e a d e q u a te note of te n in te rv e n in g and confounding v a ria b le s i and th a t th e s e a cc o u n t f o r th e n o n -c o n firm a tio n of the a ttitu d e -b e h a v io r j re la tio n sh ip * T h is a rg u m e n t led E h r lic h to a lig n c lo s e ly w ith the j ! m u ltid im e n s io n a l sc h o o l. W hile lim itin g h is s u rv e y to stu d ie s c o n c e rn e d w ith p r e ju d ic e , E h r l i c h 's a rg u m e n t s e e m e d to be a c la s s ic i e x a m p le of th e a p p ro a c h to th e a ttitu d e -b e h a v io r r e la tio n s h ip w hich F is h b e in h a s la b e lle d , "n aiv e. " F is h b e in said: It is m y c o n te n tio n th a t we p s y c h o lo g is ts h av e been r a th e r n a iv e in o ur a tte m p ts to u n d e rs ta n d and to in v e s tig a te the r e l a tio n s h ip b e tw e e n a ttitu d e and b e h a v io r. M o re o ften th a n not, we hav e a tte m p te d to p re d ic t so m e b e h a v io r f r o m so m e m e a s u r e of a ttitu d e and found little o r no re la tio n s h ip b e tw ee n th e s e v a r ia b le s . Yet r a t h e r th a n q u e stio n in g o u r b a s ic a s s u m p tio n th a t th e r e is a stro n g r e la tio n s h ip b e tw ee n a ttitu d e and b e h a v io r, we hav e ten d ed I to b la m e our f a i l u r e s on o u r m e a s u r in g i n s tr u m e n ts , on o u r d e fi- j n itio n of a ttitu d e , o r both. T h u s f r o m its r e la tiv e ly sim p le b e g in - j ning a s an u n id im e n sio n a l co n cep t th a t r e f e r r e d to the am o u n t of > a ffe ct fo r o r a g a in s t so m e p sy c h o lo g ic a l o b je c t, th e c o n ce p t of a ttitu d e h a s g ro w n into a c o m p le x , m u ltid im e n s io n a l co n cep t c o n - j s i stin g of a ffe c tiv e , c o g n itiv e and c o n ativ e c o m p o n e n ts. . . . . . . th is view . . . h a s not c o n trib u te d v e ry m u ch to o u r u n d e r sta n d in g of th e sp e c ific r e la tio n s h ip s b e tw e e n a ttitu d e and b e h a v io r. 6? M a r tin F is h b e in , "A ttitu d e and th e P r e d ic tio n of B e h a v io r, " in R e a d in g s in A ttitu d e T h e o r y and M e a s u r e m e n t, ed. by M a rtin F i s h b e in (New Y ork: Jo h n W iley a n d S ons, Inc. , 1967), p. 477. DO B u rh an s I I B u rh a n s ' s u m m a ry c o n sid e re d the sp e c ific im p lic a tio n s of the a ttitu d e -b e h a v io r q u estio n w ith r e g a r d to co m m u n ica tio n th e o ry and j ( | r e s e a r c h . A fter rev iew in g both W icker and E h rlic h , he stated : J M ost c o m m u n ica tio n r e s e a r c h e r s o p e ra te u n d er the a s s u m p - i tion th at sin ce a ttitu d e s a r e im p o rta n t d e te rm in a n ts of behavio r: the m o r e we le a r n about the n a tu re of a ttitu d e s , the b e tte r we w ill u n d e rs ta n d p e o p le 's b eh av io r; th e b e tte r we can m e a s u re a ttitu d e s, the m o re a c c u ra te ly we w ill be a b le to p re d ic t b e h av io r; the m o re effective we becom e in changing a ttitu d e s, the m o re su c c e ss fu lly we can m odify b eh av io r. The r e s u lts of th e s e n u m e ro u s attitu d e - b eh av io r stu d ie s would s e e m to c a s t g rav e doubts upon th e s e a s s u m p t i o n s .^ F is h b e in and A s s o c ia te s 'R e s e a r c h C o n trib u tio n s M cG u ire noted th a t th e o r is ts fre q u e n tly c a te g o riz e th e m se lv e s by the e x p e rim e n ta l d e sig n s w hich th ey em ploy in p u rs u it of v alidating ; i evidence in su p p o rt of th e ir th e o ry . The c o n trib u tio n s of F is h b e in should not be r e s t r i c te d to th e o ry -b u ild in g . T h is w r ite r b e liev e s th at F is h b e in and a s s o c ia te s a r e n o tew o rth y a s so c ia l sc ie n c e th e o r is ts , j and equally n o tew o rth y a s r e s e a r c h e r s . Since the p r e s e n t w ork is not only dependent upon F is h b e in 's th e o r e tic a l fo rm u la tio n s , but a lso upon h is r e s e a r c h , the follow ing se c tio n w ill d is c u s s the r e s e a r c h of 68 David T. B u rh a n s, J r . , "The A ttitu d e -B e h a v io r D isc re p a n c y P ro b le m : R e v is ite d " {unpublished m a n u s c rip t, L oa A n g eles: U n iv e r sity of S outhern C a lifo rn ia , 1970), pp. 1-2. (M im e o g ra p h e d .) 69 Ibid. , p. 2. [F ish b e in and a s s o c ia te s in t e r m s of c e r ta in a s p e c ts of e x p e rim e n ta l d esig n , m ethod olo gy, and p ro c e d u re s . The w r ite r b e lie v e s th a t the I H andbook will divide a ttitu d e r e s e a r c h e r s into th re e c a te g o rie s : (1) H o v la n d e rs, (2) F e s t i n g e r i a n s , and (3) F is h b e in e r s . ! A s of 1971, th e r e w e re a t le a s t ten e x p e rim e n ta l te s ts of I F is h b e in 's m o d el extan t. C e rta in c h a r a c te r is tic s of th is e x p e rim e n ta l I r e s e a r c h , such as d e sig n , m e a s u re m e n t, and d ata a n a ly s is w e re i p ro fita b le av en u es fo r u n d e rsta n d in g th is line of r e s e a r c h . D e sig n . - - T h e n a tu re of e x p e rim e n ta l r e s e a r c h in the fie ld of p re d ic tio n is c h a r a c te r is tic a lly d iffe re n t f ro m th o se fir m ly e s ta b lis h e d I in the so c ial s c ie n c e s . A lthough e v e ry h y p o th esis te s t im p lie s a p r e dictive hunch, the th e o ry of d e sig n in p re d ic tiv e r e s e a r c h is uniquely j p rim itiv e and a m o u n ts to d ata e x h u m a tio n r a th e r th an a d isc ip lin ed i a tte m p t to d eal w ith the p a s s a g e of tim e a s a c o n tro lle d v a ria b le and not sim p ly an in te rv e n in g a n d /o r u n c o n tro lle d v a ria b le . M ost d e sig n s | a s s u m e th at the e x p e rim e n te r m a n ip u la te s the independent v a ria b le and s e le c ts , o b s e r v e s , and m e a s u r e s the dependent v a ria b le . In r e s e a r c h w hich t r i e s to t e s t the a ttitu d e -b e h a v io r re la tio n s h ip , one m u s t m a n ip u la te o r s e le c t the a ttitu d in a l s ta te s of Ss. The p ro b le m in trin s ic in Isuch r e s e a r c h is v alid ly to a s s e s s th a t sta te and t r y to supply a s itu a tio n in which the a ttitu d e o b je c t w ill be a c tio n a b le . M uch attitu d e ^ re se a rc h h a s b a se d its fin d in g s on a S 's re s p o n s e on a p a p e r-a n d -p e n c ii, I sc a le r e f e r r in g to a n o b jec t and not to a ctio n o r in ac tio n with r e g a r d to th a t o b jec t in th e " r e a l" w o rld . Supplying situ a tio n s in w hich attitu d e o b je c ts a r e a ctio n a b le is a r e s e a r c h p ro b le m w hich is n e ith e r H ov- i i la n d e ria n n o r F e s tin g e r ia n . F is h b e in and a s s o c ia te s h av e m ad e con- j ! trib u tio n s to the fie ld of d e sig n by fo cu sin g on independ ent m e a s u r e s I I w hich do not r e f e r to a S ’s s ta te , but r a th e r r e f e r to a S 's intentio n to j i be a ctio n a b le a t so m e sp e c ifie d tim e in the fu tu re . i ! The d e sig n s w hich F is h b e in and a s s o c ia te s have em p lo y ed a r e not p ro p e rly c a lle d " C o r re la tio n a l" in the C a m p b e ll and Stanley se n se of the t e r m . ^ ' C am p b ell and S tanley c o n s id e r the e s s e n c e of the c o rre la tio n a l d e sig n to be the c o m p a ris o n of two n a tu ra l units in the ! p re s e n c e o r a b se n c e of one a n o th e r. F is h b e in is c o n c e rn e d w ith an i o rg a n is m ic v a ria b le w hich sp e c ific a lly r e l a te s to fu tu re o v e rt behav- j i io r. The c o n c e rn of F is h b e in fo r a taxo nom y w hich e x p lic itly n o tes | [ the m eth o d o lo g ic a l c r i t e r i a bro u g h t by the r e s e a r c h to th e m e a s u r e - j m en t of b e h a v io r e v id e n c e s h is c o n c e rn in th e a r e a of e x p e rim e n ta l d esig n . The d e sig n s em p lo y ed in the ex tan t r e s e a r c h 'm a y be c alle d the " a s s e s s - n o w - - in d e x in d ic a te " d esig n . T hat is , a p a p e r -a n d - p e n c il 70 Donald T. C a m p b e ll and Ju lia n C. S tanley , E x p e rim e n ta l and Q ua s i- E x p e r im e n ta l D e sig n s fo r R e s e a r c h (New Y ork: R and M cN ally fe C om pany, 1966), p. 64. 71 I F is h b e in h a s fo cu sed upon th e in dependent v a ria b le in a way | not u su a lly found in e x p o st fac to d e sig n s. See: F r e d N. K e rlin g e r, j F o u n d a tio n s of B e h a v io ra l R e s e a r c h (New Y ork: H olt, R in e h a rt & W ins t on, 1964), p. 361.________ p r e te s t a s s e s s m e n t of the m o d e l's com p o n en ts and a su b seq u en t in d e x ing of so m e c r i t e r i a . T he e a r ly t e s t s of the m o d e l's p re d ic tiv e v alid ity p e rm itte d sim u lta n e o u s a s s e s s m e n t of both the m o d e l's co m p o n en ts anej b e h a v io ra l in te n tio n s. The 1971 sta te of r e s e a r c h would su g g e st th at i I m u ch m o re e m p h a s is is p la c e d on n o n -p a p e r -a n d -p e n c il c r i t e r i a i i m e a s u r e s . I In s u m m a r y , som e of the p ro c e d u re s em p lo y ed by F is h b e in and a s s o c ia te s r e s e m b le th o se of a n " ex post f a c to " o r "one group p r e t e s t - p o s t te s t " d e sig n , but a c a re fu l a n a ly s is of th e e x p e rim e n ta l ra tio n a le s a s d e riv e d f r o m th e th e o r e tic a l fo rm u la tio n , su g g e sts that . . . . . . . 7 2 such a c la s s ific a tio n is in a p p ro p ria te . F is h b e in and a s s o c ia te s have conducted p r e te s t s e s s io n s w hich m u s t have in tro d u c e d fatig u e in th e Ss. N otw ithstanding the d e m o n s tr a te d s e n s itiv ity of F is h b e in 's su m m a tio n p r o c e d u r e s , th e r e w as r e a s o n to be c r itic a l of w hat would a p p e a r to be a lac k of ste p s to re d u c e su c h te s tin g e r r o r s o u r c e s a s fatig u e, re s p o n s e s e ts , and j dem and c u e s . ^ C r i te r ia M e a s u r e s .-- I n s e v e r a l stu d ie s th e r e w ere no a c tu a l c r i t e r i a o b s e rv a tio n s . F is h b e in w as s a tis fie d th a t the b e h a v io ra l 72 C a m p b e ll and S tan ley , op. c it. , pp. 12, 64. 73 Icek A jzen and M a rtin F is h b e in , "T he P r e d ic tio n of B e h av io r a l In ten tio n s in a C hoice S ituation, " J o u rn a l of E x p e rim e n ta l Social P s y c h o lo g y , VI (O cto b er, 1969), 415. 46 i j j intention m e a s u r e s c o rr e la te d so highly and dependably w ith o v e rt [ b e h a v io r th a t no n o n -p a p e r-a n d -p e n c il c r ite r io n m e a s u r e w as n e c e s s a ry . T h is r e s e a r c h e r c o n sid e re d th is a ssu m p tio n in need of fu rth e r i e x p e rim e n ta l v e rific a tio n in context a p p ro p ria te to th o se in w hich F ish -j b e in 's m o d el w as ap plied. Such v e rific a tio n of the B -B l c o rr e la tio n could be a c c o m p lish e d by a m o re c o m p lex e x p e rim e n ta l d esig n , such a$ th e one em p lo y ed in the p re s e n t study. C r ite r ia S itu a tio n s.- - T h e in d e x -in d ic a n t (tre a tm e n t-o b se rv a tio n ^ in s e v e ra l stu d ie s involved ta s k s o r situ a tio n s com m o n ly u se d in p sy c h o lo g ic al r e s e a r c h . In view of F is h b e in 's e m p h a sis upon the need fo r re lia b ility and ty p ic a lity in the c r ite r io n m e a s u r e , it would se em th a t su b seq u en t r e s e a r c h w ill em ploy m o re c re a tiv e situ a tio n s th an p r is o n e r d ile m m a , ^ in v e s tm e n t d e c i s i o n s , ^ photo r e l e a s e s , ^ 74 Icek A jz en , "A ttitud inal vs. N o rm a tiv e M e ss a g e s: An In v e s tig a tio n of the D iffe re n tia l E ffe cts of P e r s u a s iv e C o m m u n icatio n on B ehavio r!' (unpublished m a n u s c rip t, U rban a: U n iv e rs ity of Illin o is, 1970), pp. 4 -5 . (M im e o g ra p h e d .) 75 Icek A jz e n and M a rtin F is h b e in , "A ttitu d es and N o rm ativ e B eliefs a s F a c to r s Influencing B e h a v io ra l Inten tio n s in H ypothetical S ituations Involving R isk " (unpublished m a n u s c r ip t, U rbana: U n iv ersity of Illin o is, 1970), pp. 6 -8 . (M im e o g ra p h e d .) 76 T his is not to be unm indful of the valuable u se of such h y p o th e tic a l situ a tio n s, but c r itic a l of th e m f r o m w hat F is h b e in h a s called th e " r e lia b ility " of the c r ite r io n a c t. F is h b e in u se d th e t e r m " r e l i a b ility " in a te c h n ic a l s e n se ; i. e. , b e h a v io r c h o sen a s a n e x p e rim e n ta l V ariab le should be show n b efo re h an d to be w hat people n o rm a lly do o u t- iside of an e x p e rim e n ta l situ a tio n . The p h o to -r e le a s e situ atio n is a ste p to w a rd th is ----------------------------------------------------------------------------------------------------------------------------------- 4 7 p I i 77 |or tr ia n g le b o a rd s . I i S u m m a tio n s. - -A s n o ted p re v io u s ly . F is h b e in and a s s o c i a t e s c o n s is te n tly e m p lo y s u m m a tio n p r o c e d u r e s r a t h e r th a n a v e ra g in g p r o - | c e d u r e s in c a lc u la tin g th e s c o r e s of p a p e r - a n d - p e n c il in s tr u m e n ts . | j T h is p r o c e d u r e w e ig h ts th o s e f a c t o r s o r s c a le s w h ich e m e r g e as 78 s a lie n t in the b e lie f s t r u c tu r e of th e in d iv id u a l S. C o m m u n ic a tio n E f f e c t s .- - A s is g e n e r a lly th e c a s e in b e h a v io ra l r e s e a r c h , e x p e r im e n ta l s itu a tio n s (or a t le a s t the r e p o r t of th em ) s e e m to c o n ta in m a n y s o u r c e s of p e r s u a s io n w hich a r e in tro d u c e d by the r e s e a r c h e r s a s w ell a s by the S s. F i s h b e i n 's r e p o r t s do not e v id e n c e c a r e f u l c o n tr o ls o v e r su ch s o u r c e s of c o m m u n ic a tio n e ffe c ts a s in s t r u c r ! tio n s , a t t i r e , o f f-th e -c u ff r e m a r k s o r e x p la n a tio n s by a s s i s t a n t s , and " r e lia b ility . " F o r a u n iq u e ly lau d a b le u s e of th e p h o to - r e le a s e s itu a - i tio n , se e : R u s s e ll K ent D a r r o c h , "T h e P r e d ic tio n of In ten tio n a n d j B e h a v io r: A C o m p a ris o n of T h e o r e tic a l M o d e ls of th e A ttitu d e -B eh a v io jr R e la tio n s h ip U sin g a P h o to g ra p h ic R e le a s e Signing S itu a tio n " (unpub- j lis h e d P h . D. d is s e r ta tio n , U n iv e rs ity of I l li n o i s , 1971), pp. 2 4 -2 5 . j 77 M a rtin F is h b e in , Icek A jz e n , E v a S. L an d y , and L ynn R. j A n d e rs o n , "A ttitu d in a l V a ria b le s and B e h a v io r: T h r e e E m p ir ic a l S tu d ies and a T h e o r e tic a l R e a n a ly s is " (u n p u b lish ed m a n u s c r ip t, U n i v e r s i ty of Illin o is , 1970). (M im e o g ra p h e d . ) 78 T h is p r o c e d u re is F i s h b e i n 's a n s w e r to th e is s u e of c o n c e p t s c a le in te r a c tio n in th e u se of th e s e m a n tic d iffe re n tia l. T h is w as b ro u g h t to the a tte n tio n of c o m m u n ic a tio n r e s e a r c h e r s so m e w h at a fte r F i s h b e i n 's c o n trib u tio n s . See: D onald K. D a rn e ll, "S cale C o n cep t ;I n te ra c tio n , " J o u rn a l of C o m m u n ic a tio n , XV I (Ju n e , 1966), 104-116. 48 r I i i 79 j {am biguities. F is h b e in 's m o d e l im p lic itly r e s p e c t s th e e ffe c ts of su c h i s tim u li and f u r th e r r e s e a r c h p r o c e d u r e s w ill p ro b a b ly e v id e n c e m o r e | c o n c e rn f o r the c o n tro l on th e m . ! i S ta tis tic a l R e p o r tin g . - -A s m e n tio n e d b e fo re , th e te n d e n c y to p r e t e s t ad n a u s e a m g e n e r a te s e n d le s s d a ta and o p p o rtu n ity fo r a n a ly s is j F is h b e in r e p o r te d s ta tis tic a l r e s u l t s of c o r r e la tio n and r e g r e s s i o n 80 1 a n a ly s e s in e la b o ra te d e ta il. I n s tr u m e n ta tio n . - - L ittle d e v e lo p m e n t f r o m th e s ta n d a r d O sgood, L ik e r t, o r T r ia n d is s c a le s h a s th u s f a r b e en d e v elo p ed , a lth o u g h the s tim u lu s p h r a s e s and s c a le s ( p h r a s e s ) ten d to in clu d e m o r e in fo rm atio n ; 79 Such v e rb a l s tim u li a s " p a r ty , " "ex h ib itio n , " " c o n c e rt, " and " F r e n c h " n e e d to be r e lia b ility c h e c k e d . T he v e r y s p e c ific ity w hich F is h b e in r e q u i r e s fo r a high B -B I c o r r e l a t io n is m is s in g f r o m som e of h is B1 in s tr u m e n ts . T h e r e is a big d iffe re n c e b e tw ee n , "a F r id a y n ig h t, " and "th is F r i d a y n ig h t. " T he w r i t e r s u g g e s ts th a t a m o r e r e l i a b le r e s p o n s e w ould c o m e f r o m "T ak e in a g ir lie m o v ie " th an "G oing to a F r e n c h m o v ie . " See: Icek A jz e n and M a rtin F is h b e in , "T h e P r e d ic tio n of B e h a v io ra l In te n tio n s in a C hoice S itu atio n , " J o u rn a l of E x p e r im e n ta l Social P s y c h o lo g y , V (O c to b e r, 1969), 4 0 4 -4 1 6 . 80 Som e of th e a s s u m p tio n s f o r r e g r e s s i o n a n a ly s is a r e not d is c u s s e d in th e r e p o r t s of F is h b e in and a s s o c i a t e s . T h e s e a s s u m p tio n s , if and w hen d is c u s s e d , n e c e s s i t a t e c a r e f u l a n d h e u r is tic a n a ly s is of th e c r i t e r i a a c t s and t h e i r o b s e r v a tio n and m e a s u r e m e n t. The w r i t e r is r e f e r r i n g to the a s s u m p tio n s of: (1) so m e u n ifo rm ity of d is tr ib u tio n , (2 ) in d ep e n d en c e of in d ep e n d en t v a r ia b le s , and (3) n o r m a l i ty of d is trib u tio n . See: W illia m L. H ay s and R o b e rt L. W in k le r, S ta tis tic s (N ew Y ork: H o lt, R in e h a r t & W inston, Inc. , 1971), pp. 677-679. [than is u su a lly the c a s e . The b e h a v io ra l inten tio n in s tru m e n ts dem and j I i m o re v e rb a l in fo rm a tio n th a n a ttitu d e in s tru m e n ts to p o s s e s s c o n s tru c t j i a n d re s p o n s e validity, in view of th e c u r r e n t e m p h a s is upon the n a tu re J of the dependent v a ria b le , th e c r ite r io n m e a s u r e , it can be e x p ected I th a t F is h b e in 's w o rk w ill stim u la te the dev elo p m en t of p ro c e d u re s fo r ! j q u ic k e r and m o re s e n s itiv e in s tru m e n ts . The d ev elo p m en t of in s tr u - | m e n ta tio n fo r fie ld a p p lic a tio n s and u n o b stru siv e m e a s u r e s of the c r i - I te r io n v a ria b le s is n e c e s s a r y . E s p e c ia lly u rg e n t is the need fo r in stru * i m e n ts to m e a s u r e re p e a te d o b se rv a tio n s of m u ltip le a c ts . B e h a v io ra l In ten tio n s M e a s u r e s .--T h e b e h a v io ra l d iffe re n tia l, a s developed by T r ia n d is , c o n stitu te s the sole m ethod of a s s e s s in g the 81 m o d e l's p re s a g e d v a ria b le . It is p o ssib le th a t a lte rn a tiv e m eth o d s i i of a s s e s s in g a b e h a v io ra l in ten tio n w ill be developed such a s d ire c t o r \ i " r e a l " o b s e rv a tio n of the o b ject of th e BI in stru m e n t. j I 1 S e m a n tic s .- -T h e t e r m s "c o m m u n ic a tio n " and " p e rs u a s io n " a r e ! i u se d sy n o n y m o u sly with " m e s s a g e " and " p e rs u a s iv e a tte m p t" W hen th e B I-B c o rr e la tio n is e a s ily v e rifie d , one m u st w ondei Why a h y p o th etica l BI is su fficien t. In one study, stu d en ts in d icated th e ir B is fo r the com ing F r i d a y night and a p p a re n tly no a tte m p t w as m a d e to v e rify the B is on M onday. F is h b e in and a s s o c ia te s a re c o n s is te n t in th e ir a c c e p ta n c e of th e B I-B c o rr e la tio n and th u s do not fee l th e need su g g e ste d . See: Ice k A jzen and M a rtin F is h b e in , "T he P r e d ictio n of B e h a v io ra l In ten tio n s in a C hoice Situation, " J o u rn a l of p x p e rim e n ta l Social P sy ch o lo g y , V (O cto b er, 1969), 404-416. j 5 ( P i 82 jresp ec tiv ely . A s th e tax o n o m y of F is h b e in b e c o m e s m o re o v e rtly c o n c e rn e d with m e s s a g e s (com m on language v a ria b le s ), one should ex p ect a m o re p r e c is e s y s te m of n o m e n c la tu re fo r c o m m u n ica tio n v a ria b le s . j In s u m m a r y , the r e s e a r c h a c tiv ity of F is h b e in and a s s o c ia te s is som ew hat c o n s is te n t in t e r m s of th e c h a r a c t e r i s t i c s m en tio n ed aboveL j T hus f a r th e u se of r e g r e s s io n a n a ly s is h a s a s s u m e d lin e a rity ; non- j lin e a r r e g r e s s io n a n a ly s is is a n o th e r fu tu re d e v elo p m e n t. F is h b e in and a s s o c ia te s a r e m o s t c o o p e ra tiv e in help ing independent r e s e a r c h e r s I e x p lo re th e im p lic a tio n s of th e ir th e o ry and r e s e a r c h . W hile the m eth odology and in s tru m e n ta tio n m a y lag , the th e o ry building of th is g ro u p of r e s e a r c h e r s h as p u rs u e d th e o r y - b a s e d h y p o th eses d e riv e d fro m a c r itic a l re a c tio n to w idely a c c e p te d a s s u m p tio n s w hich lack c o n siste n j v a lid atio n . F is h b e in and a s s o c ia te s a r e lik ely to p u rsu e th e s e is s u e s ! to a d isc ip lin e d and c o n clu siv e a n s w e r. j R e s e a r c h A tte m p ts to V alidate F is h b e in 's M odel On the b a s is of ten stu d ie s w hich have b e en m o r e o r le s s e x p lic itly c o n c e rn e d with F is h b e in 's m o d el, c e r ta in g e n e ra liz a tio n s l ---------------------------------- 82 Icek A jz en , "A ttitu d in al vs. N o rm a tiv e M e s s a g e s : An In v e s tig a tio n of th e D iffe re n tia l E ffe c ts of P e r s u a s iv e C o m m u n ic atio n on B e h a v io r" (unpublished m a n u s c rip t, U rbana: U n iv e rs ity of Illin o is, 1970). (M im e o g ra p h e d .) !were made. These w ere sum m arized by F ishbein as follow s: 1. The m o d el h a s c o rr e la te d w ith th e b e h a v io ra l in ten tio n m e a s u r e o v e ra ll a t . 80. 2. The b e h a v io r in ten tio n m e a s u r e h a s c o r r e la te d w ith ! Q 1 c r i t e r i a m e a s u r e s o v e ra ll a t . 70. I On the b a s is of th e s e fin d in g s, F is h b e in su g g e ste d the follow ing; i h y p o th eses about th e a ttitu d e -b e h a v io r re la tio n sh ip : j I 1. Single continuous a c t c r i t e r i a w ill tend to hav e lo w er j re la tio n s h ip w ith any given a ttitu d e m e a s u r e than w ill single d ich o to m o u s a c ts . 2. Single d ich o to m o u s a c ts should c o r r e la te above .90 with b e h a v io ra l in te n tio n s m e a s u r e s and eq u ally high with A - a c t m e a s u r e s . T his is tru e in both s im ila r and d i s s im ila r o b s e rv a tio n a l con ditions and u n d e r sin g le and re p e a te d o b se rv a tio n s. 3. M ultiple a c ts should c o r r e la te high ly w ith a ttitu d e m e a s u r e s in the tra d itio n a l se n se of a ttitu d e . D a r r o c h ’s r e c e n t r e s e a r c h found A q to be a " m o d e ra te ly su e - 85 c e s s fu l" p re d ic to r of b e h a v io ra l in te n tio n s and o v e rt b e h a v io r. T h is r e s e a r c h a ls o show ed th a t A ^ct w as a h ig h e r p r e d ic to r th an A^ in a M a rtin F is h b e in , "T he R e la tio n s h ip B etw een A ttitu d e s and B e h a v io r" (unpublish ed m a n u s c r ip t, U rbana: U n iv e rs ity of Illin o is, 1970), p. 30. (M im e o g ra p h e d .) ^ Ibid. , p. 36. 85 R u s s e ll K ent D a rro c h , "T h e P re d ic tio n of Intention and B ehav ior: A C o m p a riso n of T h e o re tic a l M odels of th e A ttitu d e - B eh av io r R e la tio n s h ip U sing a P h o to g ra p h ic R e le a s e Signing S itu atio n" (unpublished Ph. D. d is s e r ta tio n , U n iv e rs ity of Illin o is , 1971), p. 117. I sin g le d ich o to m o u s situ a tio n (photo r e le a s e ) ; and th a t of the th r e e | t | com p o n en ts of F is h b e in 's m o d e l, the a ttitu d in a l com ponent c o n trib u te d | 86 m o s t to the m o d e l's p re d ic tiv e p o w er, I In the co n clu sio n to his im p r e s s iv e r e s e a r c h r e p o r t, D a rro c h I in d icated th a t the a ttitu d e -b e h a v io r re la tio n s h ip is f a r f r o m being a i d e a d is s u e and th a t p e rh a p s F is h b e in 's u ltim a te co n trib u tio n is not yet in sight: T he fin d in g s th at a ttitu d e s (both AQ and A -a c t), b e h a v io ra l in te n tio n s, and b e h a v io rs a r e a ll sig n ific a n tly re la te d in th is e x p e rim e n t d o e s not of c o u rs e m e a n th at the a ttitu d e -b e h a v io r ' re la tio n s h ip q u e stio n h a s b een se ttle d . . . . A s so c ia l policy d e c isio n s b e co m e in c re a s in g ly difficult and th e ir c o n seq u e n ce s m o re w idely fe lt it is im p e ra tiv e th a t so c ia l p sy c h o lo g ists and o th er b e h a v io ra l s c ie n tis ts in te r e s te d in th e p ro b le m c le a r ly e s ta b lis h the re la tiv e im p o rta n c e of the a ttitu d in a l and situ a tio n a l p a r a m e t e r s in th e a ttitu d e -b e h a v io r re la tio n s h ip . The le s s o n s to be le a rn e d fr o m th e c o m p a ris o n s of A0 m e a s u r e s a s opposed to A - a c t ty p e s of m e a s u r e s a s p re d ic to rs of b e h a v io ra l in ten tio n s and b e h a v io rs s e e m c ru c ia l in th is r e g a r d and w o rthy of continued s y s te m a tic in v e stig a tio n o v e r a b ro a d s e t of a ttitu d e o b je c ts and o b jec t c la s s e s . The ev id en ce p re s e n te d in the a n a ly s is of th is e x p e rim e n t stro n g ly s u g g e sts th at th e a ttitu d e -b e h a v io r r e la tio n sh ip is not a s w ehk a s p re v io u sly thought 1^7 [ita lic s m in e . ] S u m m a ry and P re v ie w of R em ain in g C h a p te rs In th is c h a p te r, th e e x p e rim e n te r d is c u s s e d th e p ro b le m of th is r e s e a r c h and its sig n ific a n c e . T he sp e c ific e x p e rim e n ta l h y p o th eses a n d G e n e ra l H y p o th e sis w e re sta te d . Key t e r m s w e re defined and ! 86 Ibid. . p. 118. 87Ibid. , pp. 121- 122. ----------------------------------------------------------------------------------------------------------------------------------- s i n abbreviations com m only em ployed w ere presen ted . The review of the [literature focused on two a sp e c ts of F ish b ein and a s s o c ia te s ' c o n tri butions: f ir s t, the th eo re tic al contributions sta rtin g with the a ttitu d e - jbelief relatio n sh ip through the m ost rec en t concern with c rite r ia acts; land second, the re s e a rc h contributions generated in the attem p ts to I I apply and verify F ish b e in 's m odel. C hapter 11 d isc u sse s the p ro ce d u res and d etails for gathering and p ro cessin g the data. I C hapter 111 p re se n ts the findings of this experim ent in te r m s of the hypotheses under investigation. j i i C hapter IV p re se n ts a su m m ary , conclusion, discussion, and j 1 < epilogue. C H A P T E R II M ETH O D O LO G Y i f t i S u b je cts (Ss) U n d e rg ra d u a te s tu d e n ts in five b a s ic c o m m u n ic a tio n c o u r s e s a t 1,2 iF re sn o S tate C o lle g e , C a lifo rn ia s e r v e d a s Ss. T he m e a n ag e f o r a l s u b je c ts w as 20 y e a r s . T a b le 1 p r e s e n ts se x and e th n ic b a ck g ro u n d j •inform ation c o n c e rn in g th e Ss. T A B L E 1 i j SEX AND E T H N IC BACK GRO UND O F Ss 1 ----------- 1 1 1 Sex E th n ic B a ck g ro u n d M ale F e m a le A nglo B la c k B ro w n O th e r 133 119 209 8 12 23 T o ta l: 252 Ss w e re e x p o se d to one of fo u r le v e ls of e x p e rim e n ta l t r e a tm e n t as w ill be d is c u s s e d l a t e r . T ab le 2 p r e s e n t s th e a v e r a g e a g e , s e x , and * T h e s e c o u r s e s a r e en title d : F u n d a m e n ta ls of O ra l I n t e r p r e t a - tion. In tro d u c tio n to B r o a d c a s tin g , F u n d a m e n ta ls of O r a l C o m m u n ic a tion, P e r s u a s io n , G ro u p D is c u s s io n . i 2 T w e n ty -tw o s e c tio n s ta u g h t by 12 p r o f e s s o r s w e re r e p r e s e n te d . Ss r e c e iv e d a n "A " fo r a one h o u r o u tsid e r e s e a r c h a s s ig n m e n t. ________________________________ 5 4 ___________________________________________ TT ethnic background information of the Sb in term s of the four experimen ta l lev els of the p re s e n t study. A ll Ss w ere judged native sp e a k e rs of 3 E nglish by the r e s e a r c h e r o r his a s s is ta n ts . Ss identified th e m se lv e s i [by th e ir m o th e r's m aiden nam e during the e x p e rim e n t. T his technique ip reserv ed the S's anonym ity yet p e rm itte d the e x p e rim e n te r to identify i jeasily the S's re s p o n se s. T his m ethod a p p e a re d m o re p e rso n al than f [others com m only em ployed, i. e. , assig n in g a num ber to the S. or a ssig n in g som e code nam e. It was a lso found to d is tr a c t the S’s a tte n tion fro m the re a l q u estio n s of th is ex p erim e n t and thus red u ced the i "dem and c h a r a c te r is tic s " of the e x p e rim e n ta l situation. S election of Topic t i As w ill be d isc u sse d la te r in this c h a p te r, the c rite rio n s itu a tio n in th is e x p e rim e n t was an in te rp e rs o n a l d isc u ssio n am ong th re e i ! Ss. The topic of th is d isc u ssio n w as an e x p e r im e n te r's d ecision of I co n sid erab le im p act on the to tal study. The topic was se lec te d because it w as shown in pilot r e s e a r c h to p o s s e s s high d e g re e s of the following se lec tio n c rite ria : ( 1) in te re s t to college students of both se x es, (2) I salien ce to Ss belief sy ste m , (3) eg o-involvem en t, and (4) m o tivation to induce p a rticip a tio n and e x p re ssio n . The topic se le c te d w as, " P r e m a r ita l In te rc o u rs e . " 3 | Chicano Ss w ere judged bilingual. One S a p p ea re d "high" fro m m a riju a n a , acco rd in g to the r e s e a r c h a s s is ta n ts . T h is S 's data w ere not d isc ard e d . T A B L E 2 A G E, SEX, ETHNIC BACKGROUND FO R EACH OF THE E X P E R IM E N T A L L E V E L S L evel N Age Sex E thnic B ackground M ale F e m a le Anglo B lack B row n O ther A 69 20. 7 38 31 52 2 5 10 B 69 19.6 38 31 60 3 2 4 C 66 19.3 29 37 56 2 2 6 D 48 20. 3 28 20 41 1 3 3 T o tal 252 133 119 209 8 12 23 tj a 57 M a te ria ls j P a p e r - a n d - p e n c il p r e te s ts w e re a d m in is te re d to th r e e of the four r e x p e rim e n ta l g ro u p s. The re s p o n s e ty p e s w e re : s e m a n tic d iffe re n tia l, b e h a v io ra l d iffe re n tia l, L ik e rt, o r c o m b in atio n s of th e p re c e d in g . The se m a n tic d iffe re n tia l s c a le s w e re c h o sen b e c a u se of th e ir lo ad in g s on the e v alu ativ e d im e n sio n of m ea n in g . The p r e t e s t booklet fo r L e v e ls Bj and C co n tain ed so m e , but not a ll, of th e ite m s in the L ev el A booklet. I 4 ^ L evel D w as a c o n tro l g ro u p and re c e iv e d no p r e te s t. T he follow ing | ite m s a p p e a re d in the p r e te s t booklet fo r L ev e l A. I A ttitu d e T o w ard O bject ( A ^ ) .- - S s1 a ttitu d e s to w a rd the stim u lu s Ip h ra se , " p r e m a r ita l in te r c o u r s e , " w e re m e a s u r e d on th e se m a n tic dif- I fe r e n tia l s c a le s defined by th e follow ing a d je c tiv e s : h a r m f u l- - b e n e f i- I |c ia l; w is e --fo o lis h ; d ir ty - - c le a n ; a ttr a c tiv e - - u n a ttr a c tiv e ; c ru e l--k in d ; I b a d --g o o d ; h o n e s t--d is h o n e s t. i I A ttitude T o w a rd an A c t ( A _ ^ ) .- - S s 1 a ttitu d e s tovtard the a c tiv ity of d is c u s s in g w e re m e a s u r e d on th e s a m e se m a n tic d iffe re n tia l s c a le s ! las u s e d f o r A^. T he follow ing w as the stim u lu s p h ra s e : See A ppendix A fo r a copy of th e p r e te s t booklet fo r L ev e l A. 5 The a m b ig u ity of th is p h ra s e w as not d is c o v e re d u ntil a fte r the tr e a tm e n ts . , ■ ■ ■ I ■■■■ ---------------- 58 t A T E N M IN UTE DISCUSSION O F PREM ARITA L. IN TER C O U R SE WITH TWO O TH ER C O L L E G E STU D EN TS FO R M E W OULD BE: I N o rm a tiv e B e liefs P riv a te (NB ) .- - S s ' n o rm a tiv e b e lie fs private --------------------------------------------- p I w e re m e a s u r e d on a single b e h a v io ra l d iffe re n tia l sc a le to the follow ing s tim u lu s p h ra s e : i i I PERSO N A LLY THINK I SHOULD DISCUSS ! P R E M A R IT A L IN TER C O U R SE WITH TWO O TH ER C O L L E G E STU D EN TS The re s p o n s e sc a le w as defined by the two a d je c tiv e s p ro b a b le ! ! j a n d im p ro b a b le . j M otivation to C om ply P e r s o n a l (M C ^ ).--S s ' m o tiv a tio n to c o m - I | I ply with th e ir p e rs o n a l b e liefs w as m e a s u r e d on a sin g le b e h a v io ra l [differential sc a le to the follow ing stim u lu s p h ra s e : WITH R E S P E C T TO TH E BEHAVIOR ABO V E, i HOW MUCH DO YOU WANT TO DO WHAT YOU THINK YOU SHOULD DO? T he re s p o n s e s c a le w as d efined by th e two p h r a s e s want v e ry m u c h and w ant v e ry m u ch not to. N o rm a tiv e B e liefs S o cial (NB ) .- - S s ' n o rm a tiv e b e lie fs so c ia l — —— — ^ s t W ere m e a s u r e d on a single b e h a v io ra l d iffe re n tia l sc a le to the follow ing stim u lu s p h ra s e : MY FR IE N D S E X P E C T ME T O DISCUSS P R E M A R IT A L IN TER CO U RSE WITH TWO O T H E R C O L L E G E STUD EN TS ------------------------------------------------------------------------------------------------------------------------------------------ r r T he re s p o n s e sc a le w as defined by the tw o a d je c tiv e s p ro b ab le and im p ro b a b le . i M otivation to C om ply Social (MC ) ,- - S s ' m o tiv a tio n to com ply i I |w ith th e ir so c ia l b e liefs w as m e a s u r e d on a single b e h a v io ra l d if f e r e n tia l s c a le to the follow ing stim u lu s p h ra s e : j 1 I WITH REGARD TO TH E BEHAVIOR ABOVE j i j T he re s p o n s e s c a le w as defined by the tw o p h r a s e s I should do j i w hat m y frie n d s expect and I should not do w hat m y fr ie n d s ex p ect. ! i l i E m p ir ic a l W eights (w^ g ).--A n a tte m p t w as m ad e to j I \ a s s e s s e a c h S s ’ s e lf-p e rc e p tio n of eight p o ssib le m o tiv a tio n a l f a c to r s 'w hich th e e x p e rim e n te r thought s a lie n t. T his m e a s u r e m e n t w as m ade 1 I i Ion a fiv e -p o in t L ik e rt-ty p e sc a le . i I i [ B e h a v io ra l Intention {B I).--S s' b e h a v io ra l in ten tio n s w e re m e a s u re d on five s c a le s w hich w e re c o m b in atio n s of se m a n tic d iffe re n tia l s c a le s and L ik e rt s c a le s . F is h b e in e m p h a siz e d the re la tio n s h ip i b etw een th e v alid ity of the b e h a v io ra l in ten tio n in s tru m e n t and the | sp e c ific ity of the stim u lu s. ThuSi th r e e BI m e a s u r e m e n ts w e re tak en . The f o r m of th e s e s c a le s follow ed th a t m o s t re c e n tly em p lo y ed by F is h b e in and a s s o c ia te s . I B e h a v io ra l Intention G e n e ra l (BI b e h a v io ra l in ten tio n g to w a rd the d is c u s s io n situ a tio n and its p ro x im ity in tim e , a s w ell a s ------------------------------------------------------------------------------------------------- 5o“ 1 i the sex c o m p o sitio n of the tr ia d , w as m e a s u r e d on the follow ing jstim u lu s p h ra s e : j IF WITHIN AN HOUR, I W ERE ASKED TO TALK | WITH TWO O T H E R C O L L EG E STUDENTS {at le a s t ! one of w hom w as of the oppo site sex) IN A DISCUS SION: I W OULD BE I The re s p o n se sc a le w as defined by the a d je c tiv e s e x tr e m e ly , I I q u ite , slig h tly , n e ith e r ; ta lk a tiv e and n o n -ta lk a tiv e w e re the a c ts sp e c ifie d . i i j B e h a v io ra l Inten tion S pecific (B Ig) ,- - S s ' b e h a v io ra l intentio n to w a rd the d is c u s s io n and its p ro x im ity in tim e , its sex c o m p o sitio n , ; I ! th e to p ic , w e re m e a s u r e d on the s a m e re s p o n s e sc ale a s BI but th e i ! g I stim u lu s p h ra s e included in fo rm a tio n c o n ce rn in g the to p ic, n a m e ly , [" p re m a rita l in te r c o u r s e . " I j I B e h a v io ra l Intention R anking ( B I ^ ) .- - S s1 b e h av io r intention to w a rd the am o u n t of th e ir own ta lk , c o m p a re d to the am ount of the o th e r S s' ta lk w as m e a s u r e d to the follow ing stim u lu s p h ra s e : J IF I DID TA L K TH E AM OUNT OF MY TA LK CO M PA R ED TO THE TWO O TH ER STUDENTS WOULD PR O BA BLY BE | The r e s p o n s e sc a le w as defined by the a d je c tiv e s c o n sta n tly and i not a t a l l ; the five in te rv e n in g p o sitio n s w e re quite a bit m o r e , slig h tly m o r e , about the sa m e a m o u n t, slig h tly l e s s , quite a b it le s s . B e h a v io ra l Intention E x p e rim e n ta l ( B I ^ J .- 'S s ' b e h a v io ra l lintention to w a rd the e x p e rim e n ta l situ atio n , including the fa c t th at a i v id e o -ta p e of the d is c u s s io n w as being m a d e , w as m e a s u re d on fo u r re s p o n s e s c a le s defined by the p h r a s e s 1 would ta lk and 1 would not i I talk . The fo u r stim u lu s p h r a s e s w e re: r 1 IF WITHIN AN HOUR, I W ERE ASKED TO TALK WITH TWO OTHER C O L L E G E STUDENTS (at le a s t one of which w as of the opposite sex) IN A j DISCUSSION | | < bi. 2> | and if the topic w as PR E M A R IT A L INTERCO U RSE * I (BIe3 ) ! | and if the d is c u s s io n w e re held in a o n e-w ay o b s e r - | vat ion booth <B1e4> and if I knew the d isc u ssio n w as being videotaped fo r j u se in th is r e s e a r c h p ro je c t only The fo u r BI q u e stio n s all a p p e a re d on the sam e page since the © re s p o n s e s w e re intended to be su m m a to ry . T ab le 3 in d ic a te s w hich of th e p r e te s t ite m s given to L ev el A ; w e re not given to L e v e ls B and C, re s p e c tiv e ly . Since th e L ev el A booklet included all the ite m s , only the L evel A booklet w as included in the A ppendixes of th is w ork. T he b ooklets fo r L evel B and L evel C em ployed the sa m e c o lo r coding a s the L evel A booklet. The TABLE 3 P R E T E S T IT E M S AD M IN ISTERED TO FO U R E X P E R IM E N T A L LEVELS* AND A P PE N D IX A R E F E R E N C E S P ag e No. L ev el D e sc rip tio n A b b re v ia tio n A B C D A ttitude T o w ard O bject 5 A o yes yes no a no A ttitude T o w a rd A ct 6 A a c t y es y es no no N o rm a tiv e Be lief s P r iv a te 7 NB p y es y e s no no M otiv ation to C om ply P riv a te 7 MC p yes yes no no N o rm a tiv e B e lie fs Social 7 NB s yes yes no no M otivation to C om ply Social 7 MC s yes yes no no E m p ir ic a l W eights 11 WI. . . 8 yes y e s no a no B e h a v io ra l In ten tio n s G e n e ra l 8 BI g BI s yes no yes no B e h a v io ra l In ten tio n s Specific 9 y e s no y e s no B e h a v io ra l In ten tio n s R anking 9 BI r yes no y e s no B e h a v io ra l In ten tio n s E x p e rim e n ta l 10 BI e y e s no yes no A d m in is te re d w ith the p o s td is c u s s io n q u e s tio n n a ire . ^ tv ------------------------------------------------------------------------------------------------------------------------------------------53“ in s tru c tio n s included in p r e te s t b o o k lets w e re a d a p ta tio n s of th o se su g - 6 ,7 g e ste d by C ro n k h ite. O ra l in s tru c tio n s given to th e Ss by the i ' 8 jr e s e a rc h a s s is ta n ts w e re m e m o riz e d o r r e a d f r o m 3" x 5" c a rd s . I P r o c e d u r e s fo r G a th erin g th e D ata I I R e s e a r c h A s s i s t a n t s .- - E ig h t stu d en ts w e re tra in e d to a s s i s t the (e x p e rim e n te r d u rin g the tre a tm e n t d a y s. Two tra in in g s e s s io n s w ere co nducted th e day b e fo re th e e x p e rim e n t began. The e x p e rim e n te r had l no in te ra c tio n s w ith Ss d u rin g the tr e a tm e n t p e rio d s (four d ay s). The i j a s s is ta n ts w e re needed to p e r f o r m tw o jo b s a t a ll tim e s during th e ^ l tr e a tm e n t p e rio d . One a s s is ta n t w as n eed ed to handle Ss, p re te s tin g j and d ata re c o rd in g fro m the p r e te s t m a te r ia ls . A n o th er a s s is ta n t w as j i needed to o p e ra te re c o rd in g e q u ip m en t d u rin g each d isc u ssio n . A ll ja s s is ta n ts w e re tr a in e d to p e rf o rm both jo b s so th at the two a s s is ta n ts 9 I could a lte rn a te . ^ G a ry C ro n k h ite , P e rs u a s io n : S peech and B e h a v io ra l Change (Indianapolis: The B o b b s -M e rr ill C om pany, Inc. , 1969), p. 121. 7 The in s tru c tio n s to the L ev e l C booklet w e re slig h tly changed 'b e ca u se th e r e w e re no se m a n tic d iffe re n tia l s c a le s . The p ra c tic e se m a n tic d iffe re n tia l w as a ls o o m itte d . See A ppendix B for the in s tru c ■ tio n s given r e g a rd in g the b e h av io r d iffe re n tia l. Q See A ppendix C fo r a copy of the o r a l in s tru c tio n s given to Ss. Q u e stio n s n a tu r a lly a r o s e c o n ce rn in g th e r e s e a r c h . The a s s is ta n ts w e re in s tru c te d to sim p ly sa y , "Y o u 'll be in fo rm e d of th a t w hen you re c e iv e th e r e s u lts of th is study. " 9 A s s is ta n ts w e re on duty f o r a s long a s eight h o u rs . 6 4 R e s e a r c h F a c ility .- - P r e t e s t i n g and tr e a tm e n ts took p lac e in the j Speech C o m m u n icatio n L a b o ra to ry a t F r e s n o State C o lleg e, C a lifo rn ia . iThe fa c ility c o n s is te d of th r e e m o d u le s, 7' x 7 ', id en tified a s o n e , tw o , j |and th re e . E ach m od ule had a sign p o sted on an in te rio r w all d urin g 'the e x p e rim e n t which r e a d , "You a r e being o b se rv e d . " E ach m odule [ |w as connected to the o b se rv a tio n ro o m (22' x 15') via a 7' x 5' one-w ay J ’m i r r o r . The o b s e rv a tio n ro o m co n tain ed r e c o rd in g e q u ip m en t and all I m a te r ia ls u sed d u rin g the tr e a tm e n t p e rio d . j I I ! I S ch ed u lin g . - -S s w e re in s tru c te d to sign up fo r a o n e -h a lf h o u r [ s e s s io n a t a tim e convenient fo r th e m . A sig n -u p b o a rd w as p ro v id ed | a t the d e p a rtm e n ta l m e s s a g e c e n te r , a lo catio n fa m ilia r to stu d e n ts in j ! i th e d e p a rtm e n t. The Ss could sign up fo r any h a lf-h o u r p e rio d fro m 18 A. M. to 8 P. M ,, T u esd ay th ro u g h F r id a y of th e tr e a tm e n t week. T h re e co nd itions w e re im p o sed d u rin g the sig n -u p p ro c e d u re : (1) only I th r e e Ss could sign up fo r any one h a lf-h o u r p e rio d , (2) two of the Ss could not be fro m the sa m e se c tio n of the sa m e c o u rs e , (3) th e th r e e Ss i could not be of the sa m e sex. T h ese co nditions w e re in d icated on the ! 10 sig n -u p fo rm . Ss w e re id en tified a s , "Student One, " "Student Two, " o r "Student T h re e , " on the sig n -u p fo rm . See A pppendix D fo r a copy of the sig n -u p fo rm . T 5 P r e te s tin g P r o c e d u r e s ,- - S s w e re g re e te d by a r e s e a r c h a s s is ta n t upon a r r i v a l at th e d e p a rtm e n ta l m e s s a g e c e n te r w h ere they had been told to re p o rt. The a s s is ta n t d e te rm in e d w hich S the student [was a c c o rd in g to the d e sig n atio n on the sig n -u p fo rm . The a s s is ta n t 'e s c o rte d th e S to one of the m o d u les and a d m in is te re d th e a p p ro p ria te i 1 | 'p re te s t. The a s s i s t a n t re tu r n e d to th e o b se rv a tio n m odule a fte r a ll j th re e Ss had a r r iv e d and had begun the p re te st.* * F r o m the o b s e r v a tio n m od u le, the a s s is ta n t could w atch u ntil a ll th re e Ss w e re fin ish ed w ith the p r e te s t. ! | D is c u s s io n P r o c e d u r e s .--W h e n a ll th re e Ss w e re fin ish ed w ith j th e p r e te s t, the a s s is ta n t e s c o r te d S One and S Two fr o m m odule one I |and m odule two and se a te d th e m in p r e - a r r a n g e d se a ts to g e th e r w ith S |T h re e in m odule th r e e . The a s s is ta n t then re a d the in s tru c tio n s fo r the 12 d is c u s s io n and c lo se d the do or. D uring e v e ry d is c u s s io n , Ss w e re I se a te d a c c o rd in g to th e ir id e n tific a tio n on the sig n -u p f o rm a s O n e, Tw o, o r T h re e . Ss w e re in fo rm e d in the in s tru c tio n s th a t th ey w e re being v id eo -tap e d . T h is w as done to d is tr a c t th e ir a tte n tio n fr o m th e ir o r a l b eh av io r. A fte r te n m in u te s of d is c u s s io n , the a s s is ta n t r e tu rn e d The low r a te of "no show s" and th e g e n e ra l p ro m p titu d e on the p a rt of th e Ss could be a ttrib u te d to th e sig n -u p p ro c e d u re w hich a c c o m m o d ate d th e S s' p e rs o n a l sc h e d u le s. It m ig h t a ls o be due in p a rt to a r e m in d e r le tte r se n t to e ac h S. See A ppendix H fo r a copy of the le tte r . 12 The c lo sin g of th e door w as the cue fo r the beginning of the ta n m in u te d U ru a a io n ._____ _________________________________________________ £ 6 the Ss to the p r e te s t m o d u le s and a d m in is te re d a p o s td is c u s s io n i 1 3 ^ . , 1 4 q u e s tio n n a ire . 5s w e re th en d is m is s e d . E x p e rim e n ta l D esign ; T ab le 4 in d ic a te s w hich of the th e o r e tic a l m o d els w e re em ployed i 15 p n the four le v e ls of the e x p e rim e n ta l d esig n . L ev el A included a i p r e te s t m e a s u r e on th r e e m o d els: tra d itio n a l a ttitu d e . F is h b e in 's m o d el, and b e h a v io ra l in te n tio n s. L ev el B included two m o d els: F i s h b e in 's m o d el and b e h a v io ra l in ten tio n s. L evel C em p lo y ed only the 'b e h av io ral in ten tio n s m o d el. L ev el D had no p r e te s t and functioned as i I a c o n tro l g ro u p in the e x p e rim e n ta l design. T able 5 in d ic a te s w hich 1 e x p e rim e n ta l h y p o th e se s (se e pages 5 and 6) w e re te s te d on w hich le v e l s of the d esig n . I 13 See A ppendix F fo r a copy of the q u e s tio n n a ire . | 14 The p o s td is c u s s io n q u e stio n n a ire included an ite m w hich in d i c ated the S 's w illin g n e ss not to d is c u s s the p ro je c t u ntil the next M on day. The a s s is ta n t could o b s e rv e the S m ak ing th is re s p o n se and la te r d is m is s th e S w ith th is p a rtic u la r re s p o n s e in m ind. Since the t r e a t m e n t p e rio d r a n for fo u r d a y s, it w as im p o rta n t to a tte m p t to c o n tro l the " r u m o r " te s tin g e ffe c ts a s m u ch a s p o ssib le . 15 I The t e r m "le v e l" a s u se d in th is study d em an d s som e explana jtion, sin ce the r e a d e r is lik e ly to infer a value d iffe re n c e of h i e r a r c h i - jcal re la tio n s h ip w h e re none is p re s e n t o r intended. The e x p e rim e n ta l d e sig n is a d m itte d ly h y b rid and sin ce so m e a s p e c ts of the Solom on - g ro u p and c o n tro l g ro u p d e sig n a r e included, the le v e ls should be callec g ro u p s . T h is could not be done w ithout g r e a t confusion sin ce th e c r i te r io n situ atio n w as in te r p e r s o n a l g ro u p d isc u ssio n and th e t e r m "g ro u p " had to be re p e a te d ly em p lo y ed in th is la tte r context. L ev el in th is study m e a n s only th a t a d iffe re n t m o d el o r e x p e rim e n ta l q u e stio n w as sp e c ific a lly un d er in v e stig a tio n in the s tra te g y of th e to ta l e x p e rim e n t.__________________ _________________________________________ 67 T A B L E 4 1 T H E O R E T IC A L M O DELS E M PL O Y E D ON THE E X P E R IM E N T A L DESIGN I L evel Day T o tal T ria d s Ss N P r e t e s t M odel A0 F B I BI A T u esd ay 69 23 yes yes yes B W ednesday 69 23 yes yes no C T h u rsd a y 66 22 no no y es D F r id a y 48 16 no no no T otal 252 84 T A B L E 5 ■ ■ H Y PO T H E SE S T E S T E D ON L E V E L S OF DESIGN H y p o th esis N u m ber L evel 1 2 3 4 5 6 A X X X X X X B X X X C X X D X I ------- P r o c e s s in g th e D ata I I iP r e te s t and Q u e s tio n n a ire D ata i ------------------------------------------------------ ' D u rin g the te n m in u te d is c u s s io n , th e r e s e a r c h a s s i s t a n t who ihandled the p r e te s tin g t r a n s f e r r e d th e p r e t e s t s c o r e s onto 80 co lu m n j | i idata f o r m s . T h e s e d a ta w e re l a t e r k e y p u n c h ed on H o lla rith c a r d s . T he| I i | jfo rm a ts e m p lo y ed a r e found a t the beginning of th e r a w d a ta lis tin g in j i A ppendix G. D is c u s s io n D ata (SAT) j ! i i ! T he d is c u s s io n d a ta w as p r o c e s s e d to s e c u r e the SAT s c o r e fo r ' e a c h S. Since the c r i t e r i a b e h a v io r in th is r e s e a r c h w as th e am o u n t of I ! i ; i 'ta lk , in s tru m e n ta tio n had to be b u ilt w hich w ould v a lid ly and re lia b ly | \ I m e a s u r e th e a m o u n t of ta lk in se c o n d s (SAT). T he in s tr u m e n ta tio n | u s e d in th is p r o je c t w as d e sig n e d , b u ilt, a n d fin a n c e d by Tony Savino, 16 s e n io r e l e c t r i c a l e n g in e e rin g stu d e n t a t F r e s n o S tate. The fin a l v e r - ! s io n of th e i n s t r u m e n t a t i o n e m p lo y e d in th is Btudy w a s b u ilt o v e r a p e r io d of t h r e e m o n th s . ThiB r e s e a r c h e r s p e c ifie d th e n a t u r e of the | p ro b le m s invo lved in m e a s u r in g ta lk in a situ a tio n in w hich m e s s a g e {sources ch an g e and in te r a c t fo r d iffe re n t d u ra tio n s . The fa c t th a t e a c h p e rs o n a ls o ta lk s a t a d iffe re n t and v a ry in g v olum e a n d p a u s e s fo r dif- i Iferent d u ra tio n s p o se d a d d itio n a l p r o b le m s . In a c c o rd a n c e w ith the I 16 M r. Savino is p r e s e n tly a g ra d u a te stu d e n t in e le c t r i c a l e n g in e e rin g a t th e U n iv e rs ity of C a lifo rn ia , B e rk e le y . — w r i t e r 's sp e c ific a tio n s re g a rd in g the p ro p o se d e x p e rim e n ta l u sa g e , M r. Savino p ro c e e d e d to build p ro to ty p e v e rs io n s of th e in s tru m e n ta l 17 tio n re q u ire d . In te c h n ic a l t e r m s th e a p p a ra tu s can be d e s c rib e d as follow s: | 1. A tone g e n e ra to r which g e n e ra te s th re e d is c rim in a b le I and sta b le fre q u e n c ie s . I | 2. A po w er supply fo r the tone g e n e ra to r. I i 3. A sw itching s y s te m fo r g e n e ra tin g one of the th re e to n es. i j 4. An e le c tr ic a l d e c is io n -filte r s y s te m which a c tiv a te d a j clock if two s ta te s w e re tru e : (a) one of the th re e to n es ! w as p r e s e n t, (2 ) if ta lk w as a ls o p r e s e n t. 5. A pow er supply fo r the d e c is io n -filte r sy s te m . Sim ply, the a p p a ra tu s can be d e s c rib e d a s a c lo ck w hich countecj ithe te n th s of a seco n d d u rin g w hich e ac h S a c tu a lly talk ed . I I jR ecording P r o c e d u r e s i D uring the te n m in u te d is c u s s io n , an audio tap e re c o rd in g w as I m ad e of the tr ia d ic d isc u ssio n . W hile the d is c u s s io n w as taking place and being re c o rd e d on channel 1 of the s te r e o audio e q u ip m en t, the I r e s e a r c h a s s is ta n t in sid e th e o b se rv a tio n m odule o ra lly p laced on chan- I nel 2 th e id e n tifie rs , / e y / , / b i / , / s i / , depending upon which S talk ed . j The id e n tifie r w as sa id only a t the beginning of the sp e e c h a ct. A fter the tre a tm e n t p e rio d w as o v e r, the follow ing tec h n iq u e s w e re u s e d to See A ppendix E fo r c o m p lete e le c tr ic a l sp e c ific a tio n s . 7tF a r r iv e a t th e c r i t e r i a m e a s u r e in th is r e s e a r c h - - t h e am o u n t of ta lk . J P h a s e A: T oning.- - T h r e e s te re o tap e r e c o r d e r s w e re co n- I n e cted in s e r i e s . R e c o r d e rs 1 and 2 w e re p lac ed so th at the re c o rd in g I ! jheads w e re 18" a p a rt. R e c o rd e r 1 had no ta k e -u p r e e l and r e c o r d e r 2 |had no play re e l. R e c o rd e r 1 had the supply r e e l and r e c o r d e r 2 had I jthe ta k e -u p re e l. R e c o rd e r 1 w as se t to play channel 2 ( l e y / , I b i l , ' / s i /) and r e c o r d e r 2 vas se t to play channel 1 (d isc u ssio n ). Due to the : i i d istan c e betw een the re c o rd in g h e a d s, the id e n tifie rs w e re played b e - j fo re the tim e th ey w e re re c o r d e d in re la tio n to th e d is c u s s io n sequence! I In s h o rt, th e id e n tifie rs w hich w e re p laced on channel 2 a fte r a d i s c u s sion stim u lu s w e re h e a rd b e fo re the d is c u s s io n stim u lu s. R e c o rd e r 3 re c o rd e d on channel 1 the d is c u s s io n fro m r e c o r d e r 2, C hannel 2 of r e c o r d e r 3 re c o rd e d one of the th re e to n es (or none) jfrom th e tone g e n e ra to r w hich waB m a n u a lly a c tiv a te d given th e f o r e - j iw arning f ro m r e c o r d e r 1. The th re e to n es c o rre s p o n d e d to , and id e n tifie d , w h eth er S O n e, T w o, o r T h re e had spoken. A ll of the d i s c u s sio ns w e re so p ro c e s s e d . B e ca u se of th e fo re w a rn in g , th e to n es could 'be re c o rd e d e a s ily a t the f i r s t p e rc e p tio n of the S 's talk. No a tte m p t i w as m ad e to r e c o r d to n e s fo r o ra l a ffirm a tio n s of le s s th an a ten th of 18 a second o r fo r lau g h ter of any d u ratio n . 1 g One tr ia d of le v e l D had to be th ro w n out b e c a u se of c o n stan t la u g h te r. The tr ia d d is c u s s e d the to p ic , " P r e m a r i ta l in te r c o u r s e fo r a little w hile, " n o t, " P r e m a r i ta l I n te r c o u r s e , " fo r a little w hile. P h a s e B: S e c u rin g the SAT S c o re .- - A f te r the 83 d is c u s s io n ta p e s w e re r e - r e c o r d e d w ith to n e s on channel 2 in th e p lace of the id e n tifie r s , the d is c u s s io n data w e re m e a s u r a b le in t e r m s of the am ount of ta lk . F ig u r e 2 g ra p h ic a lly in d ic a te s th e p ro c e d u re s lem ployed in P h a s e s A and B. A ll ta p e s w e re th en re p la y e d th r e e tim e s I ! th ro u g h the dec is io n -filte r s y s te m c a lle d the S A T o m e te r. W hen two i istates w e re found tru e : (1) ta lk w as p r e s e n t, and (2) the tone fo r each .S being m e a s u r e d w as p r e s e n t, the c lo ck counted in te n th s of a second. 1 \ When the S p a u sed fo r m o re th an a te n th of a seco n d , o r when a n o th er S ta lk e d , the clo ck c e a s e d to ru n . The f i r s t nine m in u te s of d is c u s s io n Itim e w e re u se d fo r the c r i t e r i a m e a s u r e . The c lo sin g of the m o dule | j ! door by th e a s s is ta n t w as em p lo y ed a s the cue fo r the beginning of the t I ;nine m in u te s. The lim ita tio n s of th is in s tru m e n ta tio n w e re m a in ly a function of fin a n c e s , h o w e v e r, the m e a s u r e m e n t p ro v id ed w as e m p ir i- j c ally a n d sc ie n tific a lly valid and r e lia b le w ithin the d efin itio n s given in C h a p te r I. Som e e x p e rim e n te r e r r o r w as a ls o in tro d u c e d in se ttin g the d elay a d ju s tm e n t. T his e r r o r , h o w e v e r, w as a c o n sta n t. P h a se A, l !placing th e to n es on channel 2 of th e d is c u s s io n ta p e s , took o v e r th irty h o u rs . P h a s e B, s e c u rin g th e SAT s c o r e s , took n in ety h o u rs since all th e ta p e s had to be ru n th r e e tim e s - - o n c e fo r e a c h S in e ac h tr ia d . In s u m m a ry , the follow ing w as the p ro c e d u re fo r a r r iv in g at th e c r i t e r i a m e a s u r e m e n t (SAT). Ss d is c u s s e d th e to p ic , " P r e m a r i ta l In te r c o u rs e , " fo r te n m in u te s. W hile the d is c u s s io n to o k p la c e , on a 7 2 1 R E SE A R C H ASSISTANT IDENTIFIERS R E C O R D IN G W IT H 10ENTI HERS N O D D L E T H R E E t 1HRIB S T W O DISCDSSIO I O N E R E C O R D E R T K R E 1 t o * c o IE GENERATOR_____ j f \ J \ j l ~ f K .\ OoO o_ C D ... - O C D C D R E C O R D E R ONI R E C O R D E R ( i f talk ) ■ SE LE C T O R MASS A 1* Three S re cord* r- ed t a A id iU n t p lu « i identifier*- on channel two 3> l l t r i t recording h u discussion on channel on* end S Id en tifier* on channel two Id en tifier* do no synchronise with Toieo A. Id e n tifie rs play- •d on recorder )• Discussion ployed on recorder two and recorded on record* r three 6. Id e n tifie rs heard before Bpe*ch-Act due to tin* ( ip 7* Tones placed on Chennai two of recorder three I . Final tape has discussion and S tones synchrony lie d FH A SE B 1 . Final toned tape Is run through RAToaeter. I t I f talk Is presenl and ccrrect S ten s clock runs 3> Total tlmo for eaeh I becones SA T score. SAKM ETER F ig . 2 .- - P r o c e d u r e s E m p lo y ed in P h a s e s A and B ----------------------------------------------------------------------------------------------------------------------------------------- 7 T ] s e p a ra te tr a c k of th e sam e re c o rd in g th e ta lk e r w as id en tified . A fter Ithe tr e a tm e n t p e rio d , the id e n tifie r tr a c k w as re p la c e d w ith one of I ithree e le c tro n ic to n e s . T hen a ll the re c o rd in g s w e re played th ro u g h the S A T om eter w hich filte r e d a ll but one tone and a c tiv a te d the clock if i j (talk w as se n se d by th e v o ic e -a c tiv a te d r e la y s . I i D ata P ro c e s s in g P r o c e d u r e s D ata w e re p ro c e s s e d a t F r e s n o State C o lle g e 's c o m p u ter c e n t e r . L ib r a r y p r o g ra m s w e re u se d to p rovide d e sc rip tiv e s ta tis tic s of ! ; i s e le c te d v a ria b le s . Stepw ise M ultiple R e g re s s io n and P e a rs o n C o r r e - j 19 i jlation p ro g r a m s w e re em plo yed to s e c u r e c o efficien t s c o re s . T h ese ! i l {program s a r e b a s ic a lly th o se of the IBM S ta tp a ck . T hey have been i i iadjusted fo r u se on the F r e s n o State C ollege CDC 3150. I P ilo t Study The m ethodology em p lo y ed in th is study w as checked in a pilot i ' study two m o n th s p r io r to the tr e a tm e n t p e rio d . The pilot prov ided ev idence of the fe a s ib ility of the d e ta ils involved in th e p r e s e n t m e th - i odology. C e rta in ch anges w e re m ad e a s a r e s u lt of the pilot and in c o r- i p o ra te d into th is e x p e rim e n t. A m ong th e m o s t sig n ifican t d e c isio n s m o tiv a te d by the pilot study w e re; (1) th e u se of the id e n tifie rs w hile The a v e ra g e c o rr e la tio n s w e re a r r iv e d at by th e w eighted Z tr a n s f o r m m eth o d . See J. P . G uilford, F u n d a m e n ta l S ta tistic s in P sy chology and E d u ca tio n (New Y ork; M c G ra w -H ill, 1965), p. 349- tT \ the d is c u s s io n w as tak in g p la c e ; (2 ) in s u rin g th a t a ll t r i a d s would be ,h e te ro s e x u a l in c o m p o s itio n - -th e s e two te c h n iq u e s f a c ilita te d th e toning p r o c e s s ; (3) the u s e of C r o n k h ite ’s in s tr u c tio n s in th e p r e t e s t b o o k lets; (4) the u s e of th e to p ic , " P r e m a r i t a l I n te r c o u r s e " ; and (5) a p o s t- 20 d is c u s s io n q u e s tio n n a ir e . I i T he w r i t e r m a d e a s h o r t 8m m film of th e f a c ility , a p p a r a tu s , and p r o c e d u r e s d e s c r ib e d in th is c h a p te r. R e s e a r c h e r s in te r e s te d in re p lic a tin g o r a d ap tin g the m eth o d o lo g y d e s c r ib e d in th is c h a p te r m a y I fin d it h e lp fu l. T he w r i t e r c a n be c o n ta c te d th ro u g h th e D e p a rtm e n t of j S peech C o m m u n ic a tio n , U n iv e rs ity of S o u th e rn C a lifo rn ia . C H A PT E R HI FINDINGS The m a jo r r e s u lts of th is e x p e rim e n t c o n c e rn , in one way o r i a n o th e r, the c r ite r io n act of talk. The m e a s u re m e n t of talk in th is i study w as c alle d the SAT s c o re , o r the S p e e c h -A c t-T im e . T able 6 j p re s e n ts the d e s c rip tiv e s ta tis tic s c o n ce rn in g the SAT d is trib u tio n s for e ac h of th e four le v e ls of the e x p e rim e n ta l d e sig n . T h ese s c o re s in d i cate th at the m e a n am ount of ta lk w as slig h tly le s s th an two m in u te s and Ithat the a v e ra g e S talk ed fr o m one to th re e m in u te s. The sta n d a rd ■ t t i r d ev iatio n s c o r e s in d icate that the d istrib u tio n w as c h a r a c te r iz e d by I {sizeable v a ria b ility . H y po thesis One One of the m eth o d o lo g ical im p lic a tio n s of both the F B I and BI 2 m o d e ls is th a t of dem and c h a r a c te r is tic s . A jz en and F is h b e in have The s ta tis tic s p re s e n te d in th is c h a p te r w e re d e riv e d fr o m the ra w d ata re p o rte d in A ppendix G. F o r the r e a d e r 's co n v en ien ce, a legend is p rovided a t th e top of the f i r s t page. By re fe re n c in g the a lp h a ■ b etic fie ld s and th e a p p ro p ria te code, the r e a d e r m ay in te r p r e t the ra w d a ta a n d o b s e rv e the d iffe re n c e s in the fo u r le v e ls of the e x p e rim e n ta l design. 2 Ice k A jzen and M a rtin F is h b e in , "T he P re d ic tio n of B e h av io ral Intentions in a C hoice S ituation, " Jo u rn a l of E x p e rim e n ta l Social P s y c h o lo g y , V (O cto b er, 1969), p. 4lT^ 75 7 F T A B L E 6 S P E E C H -A C T -T IM E (SAT) SC O R ES IN SECONDS F O R EA C H L E V E L 1 Le vel M odels T e s te d N M ean S ta n d ard D ev iatio n A A . F B I, BI o 69 113. 48 59. 33 B A , F B I o 69 126.16 69. 74 C BI 66 1 1 7 .2 7 60. 79 D C o n tro l 48 1 0 2 .2 3 56. 60 n o ted th is p o s s ib ility a n d C a r ls o n and D a r ro c h h av e te s te d f o r dem andj ! c h a r a c t e r i s t i c s v e ry c a re fu lly in th e ir e x p e rim e n ta l d e s ig n s . The |p r e s e n t study a s s u m e d th a t v e ry s tro n g d em a n d c h a r a c t e r i s t i c s w e re j p ro b a b ly o p e ra tiv e in th e e x p e rim e n t. F o r th is r e a s o n , a n h y p o th e s is i !b a s e d on th e e x p e r im e n ta l d e sig n w as th e f i r s t e x p e r im e n ta l h y p o th e s is . I H y p o th e sis One w as s ta te d a s fo llo w s: T he te s tin g e ffe c ts of p a p e r - a n d - p e n c il p r e t e s t s of F B I, a n d /o r B I, a n d /o r AQ, c a u se s ta tis tic a lly s ig n ific a n t d if f e r e n c e s in the c r i t e r i o n m e a s u r e , SAT. t i 3 I A r th u r R ic h a rd C a r ls o n , "T he R e la tio n s h ip s B etw een a B e h a v io ra l In ten tio n , A ttitu d e T o w a rd th e B e h a v io r and N o rm a tiv e B e lie fs ab o u t B e h a v io r" (u n publish ed P h .D . d is s e r ta tio n , U n iv e rs ity of Illin o is , 1968). 1 4 R u s s e ll K ent D a r r o c h , "T h e P r e d ic tio n of In ten tio n a n d B e h a v io r: A C o m p a ris o n of T h e o r e tic a l M o d e ls of th e A ttitu d e B e h a v io r R e la tio n s h ip U sing a P h o to g ra p h ic R e le a s e Signing S itu a tio n " (unpu b lis h e d P h . D. d i s s e r t a t io n . U n iv e rs ity of Illin o is , 1971)- 77 T h is h y p o th e s is im p lie d th a t th e p r e t e s t m e a s u r e s w e re so in fo rm a tiv e and p e rs u a s iv e th a t th e y w ould p ro b h b ly m o tiv a te th e Ss to c o n fo rm i t h e i r su b se q u e n t b e h a v io r to th a t w hich th e y fe lt th e e x p e r im e n te r ‘ 5 id e sire d . A s in m o s t c o m m u n ic a tio n r e s e a r c h , Ss a s s u m e th a t high I q u a lity a n d /o r q u a n tity of p a rtic ip a tio n is e x p e c te d . In o r d e r to ch eck je x p e rim e n ta lly fo r th is p o s s ib ility , th is stu d y e m p lo y e d a c o n tro l ! g ro u p . L e v e l D, in th e e x p e r im e n ta l d e sig n . L e v e l D w as not p r e - | te s te d . T a b le 7 r e p o r t s th e r e s u l ts of a n a n a ly s is of v a ria n c e b etw een ; ! - j the c r i t e r i a m e a s u r e s of th e fo u r g ro u p s in th e d e sig n . The a n a ly s is of; ; ! v a ria n c e r e s u lte d in a F v a lu e w h ich w as not sig n ific a n t a t 0. 05. I !T h e r e f o r e , H y p o th e sis One w as re je c te d . j 1 I ! T A B L E 7 I i I ANALYSIS O F VA RIANCE B E T W E E N FO U R GRO UPS ON C R IT E R IO N M E A SU R E {SAT) | Sum s of D e g re e s of M e an s 1 S o u rc e S q u a re s F r e e d o m S q u a re d F -V a lu e B etw een G ro u p s 1 6 7 6 0 .0 4 5 5 3 5 5 8 6 .6 8 1 8 1 .4 1 9 3 E r r o r 9 7 6 1 5 2 .0 3 3 8 248 3 9 3 6 .0 9 6 9 T o ta l 9 9 2 9 1 2 .0 7 9 3 251 5 M. O rn e , "On th e S o cial P sy c h o lo g y of th e P s y c h o lo g ic a l E x p e rim e n t; W ith P a r t i c u l a r R e fe r e n c e to D em an d C h a r a c te r is ti c s and T h e ir I m p lic a tio n s ," T he A m e ric a n P s y c h o lo g is t, XVII (1962), 776-783 ---------------------------------------------------------------------------------------------------------------------------- 7 5 “ H y p o th e sis Two H y p o th e sis Two w a s s ta te d a s fo llo w s: F B I w hen c o m p a r e d w ith c r i t e r i a m e a s u r e s w ill y ie ld s i g n ific a n t c o r r e la tio n c o e ffic ie n ts . T h is h y p o th e s is w as te s te d on L e v e l A and L e v e l B of th e e x p e r im e n ta l d e sig n . On L e v e l A , th e c o r r e la tio n c o e ffic ie n t w as 0. 1442. On L ev e l [ f B , the c o r r e la tio n c o e ffic ie n t w as 0. 1009. N e ith e r c o e ffic ie n t w as s ig - i h ific a n t at 0 .0 5 . T h e r e f o r e , H y p o th e sis Two w as r e je c te d . H y p o th e sis T h re e I H y p o th e sis T h re e w as s ta te d a s follo w s: F B I w ill y ield h ig h e r c o r r e la tio n c o e ffic ie n ts th a n w ill BI w hen c o m p a r e d w ith c r i t e r i a m e a s u r e s . I T h is h y p o th e s is w as te s te d on L e v e l A of th e e x p e r im e n ta l d e sig n . T he [coefficient b e tw ee n BI and SAT w as 0. 3264, sig n ific a n t beyond th e 0. 01 i i [level. T he c o e ffic ie n t b e tw e e n F B I and SAT w as 0. 1442 a s r e p o r te d ^previously. T h e r e f o r e , H y p o th e sis T h re e w as r e je c te d . In th e t e s t of th is h y p o th e s is , th e B I s c o r e w as BI T h is BI m e a s u r e w as u s e d {since the s tim u lu s p h r a s e w as the m o s t sp e c ific of the six tr a d itio n a l i b e h a v io ra l d if fe r e n tia l s c a le s e m p lo y e d . T a b le S p r e s e n t s th e c o r r e l a t i o n c o e ffic ie n ts b e tw e e n th e fiv e o th e r BI m e a s u r e s and th e SAT sc o re , The B Ir m e a s u r e e lic its a r e s p o n s e on th e b a s is of s u b je c tiv e ra n k in g . T h is is not " tr u ly " a b e h a v io r a l d iffe re n tia l. It w as not u s e d in the a n a ly s is s in c e it w a s to o vague to su g g e st a n y p r im a fa c ie v a lid ity . See A p p en d ix A , page 9, b o tto m s c a le . 79~~! TABLE 8 CO RR ELA TIO N C O E F F IC IE N T S B E T W E E N BI AND SAT FO R L E V E L A B e h a v io ra l Intention A ppendix A C o rre la tio n C oefficient M e a s u re Page No. w ith SAT BI (G e n e ra l 8 0.2 258 8 ;BI (Specific) 9 (top) 0. 2249 0 I | |BIe l (E x p e rim e n ta l) 10 0. 1261 BI _ (E x p e rim e n ta l) 10 0. 1851 i e 2 a !BIe g (E x p e rim e n ta l) 10 0.2641 A v e ra g e r = 0. 2220 gl S ignificant a t 0. 05. I H y p o th esis F o u r i H y p o th esis F o u r w as sta te d a s follow s: A q to w a rd th e d is c u s s io n topic w ill not yield sig n ific an t c o rr e la tio n c o e ffic ie n ts when c o m p a re d with c r i t e r i a m e a s u r e s. tT his h y p o th e sis w as te s te d on L evel A and L ev el B of the e x p e rim e n ta l I design. The A m e a s u r e w as the su m of a ll r e s p o n s e s on the seven o se m a n tic d iffe re n tia l s c a le s . On L ev e l A, the c o rr e la tio n coefficient b etw een A q and SAT w as 0 .0 1 9 5 , not sig n ifican t a t 0. 05. T h e re fo re , jH ypothesis F o u r w as re je c te d on L ev e l A. The c o rr e la tio n coefficient I betw een A q and SAT on L ev el B w as 0. 2761, sig n ific an t a t 0. 05. 80 T h e r e f o r e , H y p o th e sis F o u r w as re ta in e d on L e v e l B. T a b le 9 p r e s e n ts the c o r r e l a t io n c o e ffic ie n ts of both le v e ls f o r e ac h of th e se v e n 's c a le s e m p lo y e d in th e m e a s u r e m e n t. ! H y p o th e sis F iv e ; H y p o th e sis F iv e w a s s ta te d a s follow s: I : F B I w ill y ie ld s ig n ific a n t c o r r e la tio n c o e ffic ie n ts w hen c o m p a re d w ith BI. T h is h y p o th e s is w a s te s te d on L e v e l A of th e e x p e r im e n ta l d e sig n . T he jcoefficient w as 0 .2 8 4 4 , sig n ific a n t at 0 .0 5 . T h e r e f o r e , H y p o th e sis F iv e w as r e ta in e d . T he BI s c o r e u s e d in th is c o m p a r is o n w as a s : I done in H y p o th e sis T h re e . T a b le 10 in d ic a te s th e c o r r e la tio n c o e ffi- I c ie n ts b e tw ee n th e fiv e o th e r BI m e a s u r e s and th e F B I s c o r e . ' I H y p o th e sis Six i H y p o th e sis Six w as s ta te d a s fo llo w s: J BI w ill y ie ld s ig n ific a n t c o r r e la tio n c o e ffic ie n ts w hen c o m p a re d w ith c r i t e r i a m e a s u r e s . T h is h y p o th e s is w as te s te d on L e v e l A and L e v e l C of the e x p e r im e n ta l I d e sig n . On L e v e l A , th e c o r r e la tio n c o e ffic ie n t b e tw ee n BI a n d SAT |was 0. 3264, sig n ific a n t a t 0. 01. On L e v e l C , th e c o r r e la tio n c o e ffi c ie n t b e tw e e n BI and SAT w as 0. 1482, not sig n ific a n t a t 0. 05. T h e r e fo re H y p o th e sis Six w as r e ta in e d on L e v e l A and r e je c te d on L e v e l C. T a b le 11 r e p o r t s th e c o r r e la tio n c o e ffic ie n ts b e tw ee n BI a t SAT f o r the five o th e r BI m e a s u r e s f o r L e v e l C. T a b le 8 r e p o r te d th e c o r r e la tio n TABLE 9 C O RR ELA TIO N C O E F F IC IE N T S OF SEVEN A T T IT U D E SCALES ON SAT A ttitude Scale L ev el A L evel B i 1. H a rm fu l- -B e n e fic ia l 0 .0 5 2 2 1 0 .1053 2. W ise - -F o o lish 0 .0 7 5 8 0 .1653 3. D irty - - C lean 0 . 3799a -0 .0 0 8 3 4. A ttra c tiv e - -U n a ttra c tiv e 0 . 2694b 0 .125 4 5. C ru e l- -K ind 0 .3 1 13b 0 .0724 6 . B a d --G o o d 0 .1 7 2 6 0. 1018 ; 7. H o n est - - D ishone st 0 . 2973b 0 .1 3 6 4 1 f A v e rag e r = 0 .2 4 5 7 0 .1 0 4 2 | ---------------------------------------------------------------------------------------------------------------------------------i a I S ignificant at 0 .0 1 I b S ignificant a t 0. 05 I | T A B L E 10 | CO RRELA TIO N C O E F F IC IE N T S B E T W E E N BI M EASURES AND F B I ON L E V E L A I B e h a v io ra l Intention A ppendix A C o rre la tio n with M e a s u re P a g e No. F B I S core , BI (G eneral) g 6 0 . 4460a 1 BI (Specific) 9 (top) 0 . 5180a ! BI . (E x p e rim e n ta l) G X 10 0. 2854b BI^^ (E x p e rim e n ta l) 10 0. 4854a BI0 3 (E x p e rim e n ta l) 10 0 . 3699a - A v e rag e r = 0 .4 5 0 0 S ig n if ic a n t a t 0 . 01 bS ignificant a t 0 .0 5 82 T A B L E 11 CO RR ELA TIO N C O E F F IC IE N T S B E T W E E N BI AND SAT ON L E V E L C B e h a v io ra l Intention M e a s u re A ppendix A P ag e No. C o rre la tio n with SAT Score BI (G eneral) 8 8 0. 3557a BI (Specific) s 9 (top) 0. 4077a BI (E x p e rim e n ta l) e 1 10 0. 4056a (E x p e rim e n ta l) j BI . (E x p e rim e n ta l) G 3 10 10 0. 2657 0.0261 A v e rag e r = 0.3200 S ignificant a t 0. 01 Significant a t 0. 05 'c o efficie n ts betw een BI and SAT fo r L ev el A in the th e te s t of H ypoth- I e s is T h re e . G e n e ra l H y p o th esis The G e n era l H y p o th esis w as sta te d a s follow s: The c o rre la tio n c o efficien ts yielded in the p rec ed in g c o m p a ris o n s w ill not d iffer sig n ific an tly fro m th o se c o n siste n tly r e p o rte d by F is h b e in and a s s o c ia te s . F is h b e in and a s s o c ia te s have u sed th e t e r m s , "high" and " e x tre m e ly high" to in te r p r e t the co efficien ts y ield ed in th e ir r e s e a r c h . T h ese c o efficien ts u su a lly ran g e f ro m +0. 70 to -(-0. 95. One is safe in - 5 3 _ 1 ex pecting a co efficien t above +0. 75 b etw een F B I and BI. Since the 7 p re s e n t study y ield ed s ta tis tic a lly sig n ifican t, but not dep en d ab le, | " e x tre m e ly high" c o e ffic ie n ts, the G e n e ra l H y p o th esis w as re je c te d . i i i i f i i ! I 7 The in te rp re ta tio n of the c o efficien t is a m a tte r of r e s e a r c h e r lic e n s e . The w r ite r em p lo y s the t e r m "d ep en d ab le" in the G uilford se n se of above 0. 90. See: F r e d e r ic k W illia m s, R easo n in g w ith S ta tistic s (New Y ork: H olt, R in e h a rt & W inston, 1968), p. 134. CHAPTER IV I i SUMMARY, CONCLUSIONS, DISCUSSION, ; AND E PIL O G U E ■ i i i S u m m ary and C on clu sions T h is study te s te d th re e m o d els fo r the p re d ic tio n of b eh av io r. The m o d e ls w e re ch o sen b e c a u se of th e ir d ire c t r e f e r e n c e to the r e l a - j ! i tio n sh ip betw een a ttitu d e s and b eh av io r. In th is study, th e b ehav ior w hich w as p re d ic te d , the dependent v a ria b le , w as the am ount of talk . | I The m e a s u r e m e n t of the am ount of ta lk , the c rite r io n m e a s u r e , w as c a lc u la te d via in s tru m e n ta tio n developed fo r th is r e s e a r c h . The in s tr u f m en tatio n w as c a lle d the S A T o m e te r. The S A T o m eter y ield ed a SAT, i ,S p e e c h -A c t-T im e s c o r e , fo r e a c h S in a ten m inute tr ia d ic d isc u ssio n \ of the to p ic , " p r e m a r ita l in te rc o u r s e . " Six e x p e rim e n ta l h y p o th eses w e re d e riv e d f r o m the p re v io u s r e s e a r c h of M a rtin F is h b e in and ia s so c ia te s. The h y p o th eses te s te d fo cu sed on th r e e e x p e rim e n ta l s o u rc e s of in fo rm a tio n in t e r m s of w hich b e h a v io ra l p re d ic tio n could be b ased : (1) a m e a s u re m e n t of a ffe c t, A ; (2) a m e a s u re m e n t of affect and belief, i ® plus a m e a s u r e m e n t of n o rm s and c o n fo rm ity p r e s s u r e s , FB I: and 84 --------------------------------------------------------------------------------------------------------- 35 ] (3) a m e a s u r e m e n t of b e h a v io ra l in ten tio n to w a rd an a c t/a c tio n , BI. !The te s tin g e ffe cts of th e s e m o d e ls w e re m e a s u re d by th e in clu sio n of a c o n tro l gro u p in the e x p e rim e n ta l d esig n . T he th re e m o d els s e rv e d as independent v a ria b le s fo r v a rio u s c o m p a ris o n s w ith th e dependent v a ria b le , th e am o u n t of ta lk , SAT. T able 1 2 s u m m a r iz e s the fin d in g s j I I of th is study in t e r m s of the h y p o th e se s te s te d . The b a s is fo r rete n tio n o r re je c tio n of the e x p e rim e n ta l h y p o th e se s w as s ta tis tic a l sig n ifican ce i a t 0 .0 5 o r beyond. W hile so m e of th e h y p o th e se s w e re re ta in e d in j t e r m s of a s ta tis tic a l s ta n d a rd , the in te r p re ta tio n of th e findings was ; I t I m ad e in th e context of the G e n e ra l H y p o th e sis. The b a s is fo r the re te n tio n o r re je c tio n of the G e n e ra l H ypoth- j ! i e s is w as a c o m p a ris o n of the p re s e n t findings with th o se c o n siste n tly | r e p o rte d by F is h b e in and a s s o c ia te s . A jzen and F is h b e in su m m a riz e d l th e se findings in t e r m s of a v e ra g e c o rr e la tio n o r r e g r e s s io n i : co efficien ts: It is w o rth noting th a t highly a c c u ra te p re d ic tio n s of b e h a v io ra l in te n tio n s can be o b s e rv e d even w hen th e r e is a low r e l a tio n sh ip of th e s e in te n tio n s to o v e rt b e h a v io r. F o r e x am p le , in i the tr ia n g le - b o a r d study (F ish b e in , et a l. , 1970) d is c u s s e d above, m u ltip le c o rr e la tio n s of . 704 and . 608 w e re found fo r the p r e d ic tion of p r e te s t in te n tio n s to c o m m u n ic a te and to co m p ly , r e s p e c tiv e ly . T he c o rre s p o n d in g c o rr e la tio n s on th e p o s t- te s t w e re l . 807 and . 765. S im ila rly , in th e study c o n c e rn e d w ith p r e - i m a r i ta l se x u al in te r c o u r s e (F ish b e in , 1966), m u ltip le c o r r e l a - 1 tio n s on the b e h a v io ra l in te n tio n s w e re . 935 fo r f e m a le s and . 860 fo r m a le s . T he e v id en ce s tro n g ly su p p o rts the p re s e n t th e o ry by show ing th a t the two p r e d ic to r s , A a c ^ . and NB(M c), o ffer h ig h m u ltip le T A B L E 12 SUMMARY O F CONCLUSIONS R e s u lts by L ev e l of D esig n H y p o th esis R a tio n a le lo r H y p o th e sis L ev e l A L ev el B L ev e l C L ev e l D One C heck fo r te s tin g e ffe c ts (re je c te d )a (re je c te d ) (re je c te d ) (re je c te d ) Two F B I c o m p a re d w ith SAT re je c te d r e je c te d T h re e F B I and BI c o m p a re d w ith SAT r e je c te d F o u r Aq c o m p a re d w ith SAT re je c te d re ta in e d F iv e F B I c o m p a re d w ith BI re ta in e d Six B I c o m p a re d w ith SAT re ta in e d re ta in e d G e n e ra l P r e s e n t fin d in g s c o m p a re d with F is h b e in and a s s o c ia te s (re je c te d ) (re je c te d ) (re je c te d ) (re je c te d ) a P a r e n th e s e s in d ic ate th a t th e t e s t m ad e on a ll le v e ls co lla p se d , not on e a c h le v e l s e p a ra te ly . 0 0 O '- 87 1 c o rre la tio n s w ith b e h a v io ra l in ten tio n s. . . . The above q uotation points out a c ru c ia l d ifferen c e in fo cu s jbetween th e F is h b e in stu d ies and the p re s e n t study. F is h b e in and a s s o c ia te s hav e fo cu sed upon th e in te r cor re la tio n s and m u ltip le c o rr e la tio n s J i I of the independent m e a s u r e s . In the p re s e n t study, it w as thought th at jthese " e x tre m e ly h igh" c o rre la tio n s b etw een the independent m e a s u r e s had been e s ta b lis h e d ad eq u ately . In s h o rt, th is r e s e a r c h a c c ep ted F is h b e in 's m o d el a s p o s s e s s in g s c ie n tific a lly ju stifie d p re d ic tiv e v a lid ity with r e g a r d to b e h a v io ra l in te n tio n s. T h u s, the p re s e n t study did l : \ not focus on the F B I-B I re la tio n s h ip a s did m u ch of F is h b e in 's researcty . i T h is study q u e stio n e d the " e x tre m e ly high" B I-B re la tio n sh ip , and thus! i fo cu sed upon th a t is s u e . In o th e r w o rd s, th is study did not a tte m p t to re p o r t th e F B I-B re la tio n s h ip . It w as d ecid ed by the w r ite r on the I b a s is of p re v io u s r e s e a r c h by F is h b e in and a s s o c ia te s th at such a " re a l |te s t" w as the a p p ro p ria te next ste p in the s y s te m a tic v alidation of the m odel. ! D isc u ssio n i | The n o n -c o n firm a tio n of th e G e n e ra l H y pothesis does not n e c e s | s a r ily le s s e n the validity of F is h b e in 's c a re fu lly sta te d th e o re tic a l Icek A jzen and M a rtin F is h b e in , "A ttitudinal and N o rm ativ e V a ria b le s a s P r e d ic to r s of Specific B e h a v io rs: A R eview of R e s e a r c h G e n e ra te d by a T h e o re tic a l M odel" (p ap er p re s e n te d a t the w o rk sh o p on A ttitude R e s e a r c h and C o n su m e r B eh av io r, U rb an a, D e c e m b e r 4 -5 , 1970), p. 27. (M im eograph ed. )__________________________________________ _ ------------------------------------------------------------------------------------------------------------------------------- gg sta te m e n t. Som e m ig h t a rg u e th a t the sta te m e n t is so cogent with r e g a r d to the n e c e s s ity of the B I-B re la tio n s h ip th at th e m o d el is i i su p e rflu o u s. T h is study h a s tr ie d to r e s p e c t the th e o r e tic a l and i j m eth o d o lo g ical in te g rity of F is h b e in 's c o n trib u tio n s. T h u s, it s e e m s i a p p ro p ria te to explain the p re s e n t findings w ithin th at th e o re tic a l con- j i |te x t although o th er e x p lan atio n s a r e a p p ro p ria te . The n o n -c o n firm a tio ji of the G e n e ra l H y p o th esis is in te r p r e te d by th is r e s e a r c h e r to indicate j i I th a t in th is te s t som e of th e a ssu m p tiv e p rec o n d itio n s fo r the a p p lic a - | i tio n of th e m odel w e re not p re s e n t. The m o st im p o rta n t and h e u ris tic j ; i finding w as th at the B I-B c o rr e la tio n m u s t be an e x p e rim e n ta lly e s t a b - : lish ed fa c t b efo re F is h b e in 's m o d el can be u tiliz e d . T h is p r e re q u is ite j i t is c le a r ly a rtic u la te d and e m p h a siz e d by F is h b e in . The n o n -c o n firm s-i tio n of th e G e n e ra l H y p o th e sis w as u n d e rsto o d to stro n g ly c o n firm I F is h b e in ’s th e o ry in th is r e g a r d . T h is is not to su g g est that the m e th o d o lo g ic a l c r i t e r i a su g g e ste d by F is h b e in fo r a high B I-B c o rre la tio n I w ere not follow ed. On the c o n tr a ry , sin c e th ey w e re follow ed c a r e fully w ith r e g a r d to th e th re e m a jo r c r i t e r i a of: (1) sp e c ific ity , (2) I |te m p o ra l d ecay , and (3) volitional c o n tro l, a tten tio n m u s t be re d ire c te d ! to w a rd situ atio n al v a ria b le s w hich in c e r ta in c r ite r io n b e h a v io rs m ay | co n trib u te the m o s t po w erfu l so u rc e of B I-B p re d ic tiv e v alidity. T h ese » I e x trin s ic o r situ atio n al v a ria b le s have lik e w ise been d is c u s s e d by A jzen and F is h b e in , although th e y a rg u e th a t the m odel ta p s th e se f a c to r s in its th re e m a jo r co m p o n en ts. The r e s u lts of th e p r e s e n t 8 9 „ stu d y su g g e st th a t the c o m p o n e n ts m a y not ta p in te r a c tio n a l v a ria b le s to th e d e g re e w h ich th e y in flu en ce c o m m u n ic a tio n b e h a v io r. T he p r e s ent stu d y e m p lo y e d F i s h b e i n 's e la b o r a te m o d e l w hich s e p a r a t e s the i jn o rm ativ e co m p o n en t into th e so c ia l and p riv a te f a c to r s in an a tte m p t I to ta p w h a te v e r in te r a c tio n s e n s itiv ity the m o d e l p o s s e s s e s . A s im p le r i i ex p la n a tio n can be m a d e by q u e stio n in g th e re s p o n s e v a lid ity of in s t r u - < im ents e m p lo y e d fo r the m e a s u r e m e n t of BI to w a rd th e c r ite r io n a c t in th e p r e s e n t stu d y . In th e ligh t of th e G e n e ra l H y p o th e sis and the in te r - ! e s t in B , not BI, a s the p re d ic te d v a r ia b le , th e r e s u l ts of the t e s t s of th e six e x p e rim e n ta l h y p o th e s e s w e re " e x tr e m e ly u n im p r e s s iv e . " T he | j : 1 r e s u l t s of H y p o th e sis O ne, te s tin g e ffe c ts and d e m a n d c u e s , did fu rn ish j 'valuable m e th o d o lo g ic a l in fo rm a tio n re g a r d in g th e p a p e r - a n d - p e n c il i p r e t e s t s e s s io n s . A lthough th e a n a ly s is of v a ria n c e b e tw ee n th e fo u r i le v e ls on th e c r i t e r i o n m e a s u r e (SAT) w as not s ig n ific a n t, a sim p le i in s p e c tio n w ill in d ic a te th a t th e c o n tro l g ro u p te n d e d to ta lk le s s an d th e s c o r e s show ed le s s v a ria b ility th a n o th e r le v e ls . Since th e p r e s e n t s ta te of p r e t e s t in s tr u m e n ta tio n d ep en d s h ig h ly upon p a p e r - a n d - p e n c il i m e a s u r e s , the r e je c tio n of H y p o th e sis One w as in te r p r e te d a s s tro n g ly j c o n firm in g th e co n tin u an c e of th e p r e t e s t p r a c t ic e s fo r w hich F is h b e in an d o th e r s have b e e n c r itic iz e d . The e v id e n c e p r e s e n te d in th is e x p e ri' i m e n t, h o w e v e r, is c o n d itio n e d by in s tr u m e n ts and p r o c e d u r e s o u tlin e d jin C h a p te r II. It should be n o ted th a t th e p r e t e s t m e a s u r e s in th e p r e s e n t e x p e r im e n t w e re d r a s t ic a l l y s h o r t e r th an th o s e e m p lo y e d in 9 0 F is h b e in 's r e s e a r c h . T his to g e th e r with the m an y e x p licit a tte m p ts to ! c o n tro l and c o u n te ra c t the so u rc e s of dem and c h a r a c te r is tic s acco u n ts I | fo r the p re s e n t find ings re g a rd in g the n o n -sig n ific a n c e of th e te s tin g I i | e ffe c ts. T his w as a m a jo r c o n sid e ra tio n of the e x p e rim e n ta l d e sig n ! em ployed in the p re s e n t study. i l ; I } Two ad d itio n al and m a jo r co n clu sio n s re s u lte d fro m th is study: ' (1) the am o unt of ta lk is now m o re a c c u ra te ly m e a s u r e d th ro u g h i n s t r u m en tatio n developed for th is study, and (2 ) the am ou nt of ta lk a s m e a su re d in th is study w as not p re d ic te d with d e p en d ab ility on the b a s is of any of th e th re e m o d els em p loy ed. I The am o unt of ta lk w as d is c u s s e d in C h a p te r I in te r m s of the j \ ; v a rio u s m eth o d s of em ploying the concept a s an e x p e rim e n ta l v a ria b le . I ! I In e v e ry d a y situ a tio n s, the concept of m e s s a g e tim e /s p a c e is the b a s is i J of such a s p e c ts of m o d e rn life a s: the "equal tim e " p ro v isio n s of the I F C C , the c o st of a d v e rtis in g , the rig h t to a "sp e ed y " t r i a l , o r the i i c h a rg e fo r a long d ista n c e telep h o n e c all. The p re s e n t study su g g e sts th a t the m e a s u re m e n t of the am o unt of ta lk is a u sefu l c o n te n t-fre e ► i v a ria b le for the so c ia l sc ie n tis t. The concept h a s in te r e s te d c o m m u n i c atio n r e s e a r c h e r s who fo r lack of adequate in stru m e n ta tio n w e re n a tu - i ra lly fo rc e d to a p p ro a c h th is v a ria b le in t e r m s of w ritte n t r a n s c r i p - 2 it ions of ta lk . The p r e s e n t study su g g e sts th a t co m m u n icatio n i 2 | M ilton D ick en s, "A S ta tistic a l F o rm u la to Q uantify th e 'S p read - o f - P a r tic ip a tio n 1 in C rou p D isc u ss io n , " Speech M o n o g ra p h s, XXII (M arch . 19551, 28-30.______________________________________________________ r e s e a r c h e r s can now e x p lo re th is v a ria b le in a way w hich p r e s e r v e s the id io s y n c ra tic and o ra l in te g rity of hum an sp eech . T he in s tr u m e n ta tion developed in th is study should re m in d c o m m u n ica tio n r e s e a r c h e r s j of the " in stru m e n ta tio n la g " w hich e x is ts w hen p r e s e n t f a c ilitie s a re ievaluated in te r m s of te c h n ic a l c a p a b ilitie s . C o m m u n icatio n r e s e a r c h - ! ■ e r s should u tiliz e th is te c h n ic a l re s o u r c e by involving s c ie n tis ts and j 1 te c h n ic ia n s in o th e r d is c ip lin e s . The d evelop m ent of the S A T o m eter j i I w as c o n sid e re d an ex citin g c o n trib u tio n by th is w r ite r . M o re so p h isti-; ! c ated v e rs io n s cap ab le of m e a s u rin g m o re d iv e rs e a s p e c ts of o r a l intexi- : I a c tio n s a p p e a r even m o re exciting. > i The second m a jo r co n clu sio n m en tio n ed e a r l i e r w as the in a b ilit^ I -of any of th e m o d e ls em ployed in th is study to p re d ic t the am ount of i ta lk a s m e a s u r e d in th is study. T h is c o n clu sio n rig h tly gives r i s e to I the q u e stio n , "W hy?" The a n sw e r m ay be any one of m an y obvious ) r e a s o n s . The p re s e n t S A T om eter m a y c o n trib u te an in stru m e n ta tio n e r r o r w hich is unknown to th is r e s e a r c h e r . The a ttitu d e m o d el m ay not p re d ic t b e c a u se a ttitu d e s la c k p re d ic tiv e v alid ity w ith r e g a r d to ! c e rta in b e h a v io rs a s F is h b e in h as shown. The BI m o del m ay not p r e - i d iet b e c a u se the am ount of ta lk is not u n d er the co n scio u s c o n tro l of the i I m e s s a g e -s o u rc e and such c o n tro l is a sin e qua non of BI th e o ry . - A m o re p h ilo so p h ical e x p la n atio n m ay be th a t h u m a n sp e ec h is so unique and com plex a b e h a v io ra l phenom enon th a t g e n e r a l b e h av io ral th e o rie s a r e not a p p lica b le to the p re d ic tio n o r ex p lan atio n of talk . It 92 n a y w ell be th at the "B lack S corpion" ch allen g e of A lfre d N orth 3 W hitehead to B. F . Skinner is still u n a n sw e re d . f ! C h ap ter I in d icated th a t thiB r e s e a r c h w as m o tiv a te d by the l th e o ry - b a s e d and c ritic a l r e s e a r c h of F is h b e in and a s s o c ia te s . The i i h o n -c o n firm a tio n of e x p e rim e n ta l h y p o th e se s d e riv e d fr o m a th e o ry can! I I jLead to d e e p e r u n d e rsta n d in g of a th e o r y 's n u a n c e s. W ithin F is h b e in 's W ritings one fin d s c e r ta in p u lse s of e m p h a sis and it w as in t e r m s of th e s e p u lse s th a t the p r e s e n t findings can be m o s t p ro d u ctiv ely in te rp re te d . F is h b e in h a s fo c u se d on the c r i t e r i a a c t, the dependent variable,; i P v ia the p re s a g e d fa c to r of h is m o d el, b e h a v io ra l intention. In the co n- j l te x t of the a ttitu d e -b e h a v io r c o n tro v e rs y , h is in te r e s t h a s stim u la te d | ! I jfor th is r e s e a r c h e r a d e e p e r u n d e rsta n d in g of h u m an c o m m u n ica tio n p sin ce h is c r itic is m of a ttitu d e r e s e a r c h is not w ithout the p re s e n ta tio n i of an a lte rn a tiv e r e s e a r c h c o n s tru c t, n a m e ly , b e h a v io ra l intention, F is h b e in su g g e ste d th a t the p re d ic tio n of b e h a v io r is not so difficult if one u n d e rs ta n d s the n a tu re of th e b e h av io r and w hat the p ro c e s s of m ea- i s u re m e n t does to the n a tu re of th e b e h a v io r. T h e re is no doubt th a t jusl The w r ite r r e f e r s to th e incident w hich Skinner r e p o r ts in V e r bal B e h a v io r. A fter explaining the u n iv e rs a l a p p lica b ility of h is th e o ry to W hitehead, Skinner re c e iv e d th is re s p o n s e . W hitehead a g re e d th a t S kinner could ex p lain a ll h u m a n b e h av io r with one e x c e p tio n --s p e e c h . To prove h is point W hitehead a sk e d S kinner to explain th is s p e e c h -a c t, "No B lack S corpion is fallin g on th is ta b le . " The r e a d e r w ill find S k in n e r’s a tte m p te d re s p o n s e in B. F . S k in n er, V e rb al B eh av io r {New Y ork: A p p le to n -C e n tu ry -C ro fts , 1957). E s p e c ia lly se e the E p ilo g u e , pp. 456-460.__________________________________________________________ 93” ! bis F ish b e in h a s c ritic iz e d the so cial sc ie n tis t fo r not subjecting h is dependent v a ria b le s to the sam e rig o ro u s a n a ly sis as h is p a p e r- a n d - pencil independent m ea su re s* so too, the com m unication r e s e a r c h e r [has not subjected com m unication a c ts to the sam e rig o ro u s a n aly sis i (that he h as applied to the m e a s u re m e n t of com m u nication effects, j In th is study, sp e e c h -a c ts , talk , w e re rig o ro u sly m e a s u re d in l Iterm s of d u ratio n o r elap sed tim e. T h ere can be no doubt th at a s c ie n tific m e a s u re of the am ount of e la p se d re a l tim e , consum ed with talk , is an uncom m on ap p ro ach to a dependent v a ria b le . The fact that the | | am ount of tim e consum ed with talk h as not p rev io u sly been m e a su re d , i i in the exact m an n e r em ployed in this study r a i s e s the question about j i ! the value and c o n stru c t validity of the S A T om eter p ro c e d u re s . T his i 'study em ployed not only a fo rm a l psy cho linguistic m e a su re of com m uni > I i [cation, but p e rh a p s the m o st fo rm a l m e a s u re p o ssib le. Surely som e twill a rg u e too fo rm a l a m e a s u re . The n a tu re of the c rite r io n m e a su re I used in th is study, how ever scien tifically valid and re lia b le , m u st aw ait fu rth e r r e s e a r c h b efore the findings of the p re s e n t study can be I com pletely in te rp re te d . T h ere is sim ply no e x p e rim e n ta l evidence I Iwhich c r o s s - c o r r e l a t e s SAT with o th er com m unication v a ria b le s. The I only conclu sions th a t should be draw n fro m th is study a re th at ta lk can be m e a s u re d and th at the am ount of ta lk is not dependably p red ic te d by any of the th re e m odels em ployed. 94 ' W hile th e d is c u s s io n above h a s c o n scie n tio u sly tr ie d to explain I th e r e s u lts in t e r m s of F is h b e in 's th e o ry , it w as rec o g n iz e d th a t w ithin I the re p o s ito ry of co m m u n icatio n r e s e a r c h th e re w e re am p le a lte rn a te I I .explanations. While F is h b e in 's th e o ry and m o d el m ay be p a rs im o n i- ously valid fo r som e kinds of b e h a v io r, m e a s u r e d in so m e w a y s, it jsim ply m a y not be se n sitiv e to the co m p lex ity of f a c to rs o p e ra tiv e in an o ra l in te ra c tio n . F is h b e in 's tax o n o m y of b e h av io r does not include any c r i t e r i a w hich help in u n d e rsta n d in g the n a tu re of co m m u n ica tio n a c ts . T alk is ! i obviously a m u ltip le continuous act and, although th is c la s s ific a tio n is , I ' I included in the sk e leto n of th e tax o n o m y , it is not e la b o ra te d to the j i d e g re e th a t the ubiquity and c e n tra lity of c o m m u n ica tio n b eh av io r would] se e m to w a rra n t. i | i T h e re is abundant co m m u n icatio n r e s e a r c h w hich would su g g est th at the n o rm a tiv e com ponent in F is h b e in 's m o d el m ay not be se n sitiv e to v a ria b le s w hich have been shown to e x e rt d e m o n s tra b le e ffe cts in c o m m u n ica tio n in te ra c tio n s . V a ria b le s such a s p ow er, r o le , in fo rm a - ! jtion, se x , to p ic , e g o -in v o lv em e n t, sa tis fa c tio n , f e a r , v e rb a l fa c ility , ]le a d e rs h ip , e th o s , and sta g e frig h t n e ed to be added to th e m odel. I S itu ation al v a ria b le s such a s p ro p in q u ity , in te ra c tio n p a tte r n s , f i I c o h e s iv e n e s s , ta s k - o rie n ta tio n , language ta b o o s , and tim e of day need I to be added a s a d d itio n al f a c to r s . 95 R h e to r ic a l v a ria b le s su c h a s a rg u m e n t, a p p e a l, m o tiv e , o r d e r , i I 'and sty le m a y n eed to be a d d ed a s w e ig h ts to th e f a c t o r s . The p r o c e s s of s e a rc h in g fo r th o se v a ria b le s and t h e ir i n t e r a c tio n s w hich m o s t d e p en d a b ly p r e d ic t th e am o u n t of ta lk is p o ss ib le . H o w e v e r, it w ill f i r s t have to be show n th a t th e a m o u n t of ta lk is of ■ I ' I . ' t i [m o re p r a c tic a l a n d /o r t h e o r e tic a l value th an o th e r v a r ia b le s b e fo re it j w ill be d e s ir a b le to p u rs u e su c h r e s e a r c h h y p o th e s e s . T he c r i t e r i o n b e h a v io r of th is e x p e r im e n t, th e a m o u n t of ta lk , m a y be show n in f u r th e r r e s e a r c h to be f a r m o r e im p o rta n t th an is i p re s e n tly re c o g n iz e d . T h is w r i t e r s u s p e c ts an d s u g g e s ts th a t the a m o u n t of ta lk is a f a c to r w hich e ffe c ts a ll in te r a c tio n s and th a t it w ill j I I I be show n to be a b e tte r p r e d ic to r of m a n y v a r ia b le s th a n th o se w hich j | c lu tte r o u r r e s e a r c h d e s ig n s . The c o m m u n ic a tio n r e s e a r c h e r w ill i co m e to re c o g n iz e th is e v e r p r e s e n t and h ig h ly n o rm a liz in g v a ria b le . I W ebb et a l. in d ic a te d one a r e a of a p p lic a b ility of g r e a t so c ia l im p o rta n c e : T h e re is a w eighty m a s s of r e s e a r c h m a t e r i a l a lm o s t u n to u ch ed by s o c ia l s c i e n t is t s , a lth o u g h know n a n d u s e d by h is to r ia n s . It is found in th e o r a l a r c h iv e s of th e n a tio n a l r a d io and te le v is io n n e tw o rk s , w hich hav e k e p t d is c , f ilm , and 1 4 ta p e r e c o r d in g s of ra d io and te le v is io n show s o v e r th e y e a r s . 4 i E u g en e J. W ebb, D onald T. C a m p b e ll, R ic h a r d D. S c h w a rtz , |a n d L,ee S e c h r e s t, U n o b tru siv e M e a s u r e s : N o n re a c tiv e R e s e a r c h in the [S o cial S c ie n c e s (New Y ork: R and M cN ally , 1966), p. 146. ----------------------------------------------------------------------------------------------------------- 9 6 ' The w r i t e r is a w a r e th a t th e r e s u l t s r e p o r te d in C h a p te r 111 do I not b egin to e x h a u s t th e s ta tis tic a l a n a ly s e s p o s s ib le . T h is stu dy w as jnot u n d e rta k e n to p ro v e th a t th e c o re of any c o m p u te r c a n be e x c e e d e d , |but r a th e r to te s t a few h y p o th e s e s a s sim p ly , p o w e rfu lly , and d ir e c tly a s p o s s ib le . The r e s u l ts of th e r e g r e s s io n a n a ly s is h av e b e e n in clu d ed i I |in A ppendix I, sin c e th o se f a m ilia r w ith F is h b e in 's r e s e a r c h m ig h t | 'c o n s id e r such an a n a ly s is m o re a p p ro p r ia te th an th e c o r r e la tio n a l a n a ly s e s r e p o r te d . In e s tim a b le a m o u n ts of d a ta r e m a in s to r e d on the tap e r e c o r d - i I in g s of the 84 d is c u s s io n s . T h e s e a r e a v a ila b le to r e s e a r c h e r s i n te r - j i e s te d in m o r e tra d itio n a l f o r m s of in te r p e r s o n a l c o m m u n ic a tio n a n a ly - j \ 5 s is . T h e se re c o r d in g s m a y c o n ta in p o w e rfu l v a lid a tio n of F is h b e in 's th e o ry if a n a ly z e d w ith r e g a r d to f o r m a n d /o r c o n te n t. I i E pilogue It is so m e w h at sho ck in g f o r th is w r i t e r to r e f le c t b ack upon the a p p ro a c h e m p lo y ed in th is stu d y . In f a c t, a t so m e sa n e m o m e n t one >might h e a r , "M y God, w hat h av e I d o n e ? " W hat w a s done w as p r e - i c is e ly w hat th e la te H ugh A lz ie l D uncan d e c r ie d w hen he w ro te : S u fficien tly in te r e s te d r e s e a r c h e r s sh ould c o n ta c t the w r i t e r ; th ro u g h th e D e p a rtm e n t of S peech C o m m u n ic a tio n , U n iv e rs ity of S o u th e rn C a lifo rn ia . T h is o ffe r is s u b je c t to co n d itio n s and c o s ts s e t by th e w r i t e r and e x p ir e s Ju n e , 1976. 9 7 1 T he " b r e a k - t h r o u g h " in c o m m u n ic a tio n th e o r y th a t w ill [ a d v a n c e s o c ia l t h e o r y c a n n o t c o m e so long a s w e r e d u c e c o m m u n ic a tio n to a n e v e n t w h ich m u s t b e stu d ie d by e x is tin g m e th o d s j of r e s e a r c h . F o r , o b v io u s ly , if th e s e m e th o d s w e r e s u f f ic ie n t, | th e b r e a k - t h r o u g h w ould n o t b e n e c e s s a r y . S o c io lo g is ts a r e j u s t b e in g a d m itte d to th e s c ie n tif ic c o m m u n ity , a n d , lik e c o u r t i e r s I of fe u d a l t im e s w ho w e r e o fte n m o r e r o y a l i s t s th a n th e k in g h i m - j s e lf , th e y s o m e ti m e s f e e l t h e m s e lv e s to be p r o p e r s c i e n t i s t s on ly w hen doing r e s e a r c h by m e th o d s u s e d in th e p h y s ic a l s c ie n c e s . B ut th e q u e s tio n s p h y s ic a l s c i e n t is t s a s k a n d a n s w e r so b r i ll i a n t l y i | a r e a b o u t m o tio n in t im e and s p a c e , n o t a b o u t m a n in s o c ie ty . | Q u e s tio n s a b o u t c o m m u n ic a tio n m u s t b e a b o u t c o m m u n ic a tio n a s j ! a s o c ia l, n ot a p h y s ic a l e v e n t. It m a y be th a t we c a n n o t a n s w e r I th e q u e s tio n s we a s k , a n d th a t we m u s t a w a it th e a d v e n t of a g r e a t i s o c io lo g ic a l m in d w ho c an . B u t e v e n w ith o u r lim ite d c a p a c i ti e s | we do n o t s e r v e th e c a u s e of so c io lo g y by r e f u s in g to a s k h ow j s y m b o ls c r e a t e and s u s ta in s o c ia l in te g r a tio n . F o r t h is is th e q u e s tio n we m u s t a s k if la n g u a g e a n d a ll s y m b o liz a tio n is of su c h ! im p o r ta n c e in s o c ia l in te g r a tio n . G r e a t m in d s d is tin g u is h t h e m - j s e lv e s by g r e a t a n s w e r s . S till t h e r e is v ir tu e in k e e p in g g r e a t ■ q u e s tio n s a liv e u n til th e a d v e n t of the g e n iu s who c a n so lv e p r o b - ! le m s th a t t e a s e a n d h a u n t l e s s e r m e n ." 1 i i | It is one th in g to m a n u f a c tu r e a p h y s ic a l e v e n t f r o m h u m a n ta lk , l jand q u ite a n o th e r to p e r f o r m a q u a n tif ic a tio n w h ich n o t o n ly p r e s e r v e s th e a r t i f a c t , but s h e d s s o m e in s ig h t into its n a t u r e . T h is w a s in te n d e d . " F o r th e u s u a l h ig h ly m o tiv a te d r e s e a r c h e r th e n o n - c o n f ir m a tio n 7 of a c h e r i s h e d h y p o th e s is is a c tiv e ly p a in fu l. " I H ugh D a lz ie l D u n c a n , S y m b o ls in S o c ie ty (N ew Y o rk : O x fo rd U n iv e r s ity P r e s s , 1968), pp. 1 5 -1 6 . D onald T . C a m p b e ll a n d J u lia n C. S ta n le y , E x p e r i m e n t a l a n d Q ua s i - E x p e r i m e n t a l D e s ig n s f o r R e s e a r c h (C h ica g o : R an d M c N a lly & C o m p a n y , 1966), p. 3. S E L E C T E D R E F E R E N C E S 98 SELECTED REFERENCES i Book a 'A llp o rt, G ordon W. "A ttitu d es. " H andbook of Social P s y c h o lo g y . | E d ited by C. M u rc h iso n . W o rc e s te r, M a s s a c h u s e tts : C la rk U n iv e rs ity P r e s s , 1935), pp. 798-844. iBudd, R ic h a rd W. ; T h o rp , R o b e rt K. ; and Donohew, L ew is. C ontent 1 A n a ly sis of C o m m u n ic a tio n s. New Y ork: M acM illan , 1967, p. 6 . C a m p b e ll, D onald T. , and S tanley, Ju lia n C. E x p e rim e n ta l and Q u a si- E x p e rim e n ta l D esig n s f o r R e s e a r c h . C hicago: R and M cN ally & c C om pany, 1966, j I ' C o llin s, B a r r y , E . , and M ille r, N o rm an . A ttitude C hange: A C riticalj A n a ly sis of T h e o re tic a l A p p ro a c h e s . New Y ork: John W iley j and Sons, Inc. , 1969. jC ro n k h ite , G ary . P e r s u a s io n , Speech and B e h a v io ra l Change. | In d ian ap o lis: B o b b s - M e r rill C om pany, Inc. , 1969. D ulany, D. E . " A w a re n e s s , R u le s , and P ro p o s itio n a l C ontrol: A j C o n fro n tatio n w ith S -R B e h av io r T h e o ry . " V e rb a l B e h av io r and S-R B eh av io r T h e o ry . E d ited by D. H orton and T. Dixon. New J e r s e y : P re n tic e -H a ll, 1967, pp. 340-387, D uncan, Hugh D a lziel. S ym bols in S ociety. New Y ork: O xford U ni v e rs ity P r e s s , 1968. 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T a c t i c a o f S c ie n tific R e s e a r c h . N ew Y o rk : B a s ic B o o k s , In c . , I9 6 0 . iT h a s s - T h i e n e m a n n , T h e o d o r e . S y m b o lic B e h a v i o r . N e w Y o rk : I W a s h in g to n S q u a r e P r e s s , In c . » 1968. i jW ebb, E u g e n e J. ; C a m p b e ll, D o n a ld T . ; S c h w a r tz , R i c h a r d D. ; a n d | S e c h r e s t , L e e . U n o b tr u s iv e M e a s u r e s : N o n r e a c ti v e R e s e a r c h in th e S o c ia l S c i e n c e s . C h ic a g o : R a n d M c N a lly S c C o m p a n y , 1966. W il l ia m s , F r e d e r i c k . R e a s o n in g w ith S t a t i s t i c s . N ew Y o rk : H o lt, 1 R i n e h a r t & W in s to n , 1968. W in e r , B. J . S t a t i s t i c a l P r i n c i p l e s in E x p e r i m e n t a l D e s ig n . N ew Y o rk : M c G r a w - H i l l B o o k C o m p a n y , 1962. 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" J o u r n a l of C o m m u n i c a t i o n , XX ( D e c e m b e r , 1 9 70), 3 5 9 -3 6 9 . i C h a p p ie , E . D. " Q u a n tita tiv e A n a l y s i s of C o m p le x O r g a n iz a tio n a l S y s t e m s . " H u m a n O r g a n i z a t i o n , X X I ( S u m m e r , 1962), 6 7 -8 7 . f ^ D a rn e ll, D o n a ld K. " S c a le C o n c e p t I n t e r a c t io n , " J o u r n a l of C o m m u n i - ! c a tio n . X V I ( J u n e , 1 966), 1 0 4 -1 1 6 . 102"1 D a v itz , J o e l R. , and D a v itz , L o is J. "T he C o m m u n ic a tio n of F e e l ings by C o n te n t- F r e e S peech. " J o u r n a l of C o m m u n ic a tio n , IX (1959), 6 -1 4 . jD e u tc h er, I. "L ooking B a ck w a rd : C a se S tudies on the P r o g r e s s of M ethodology in S o c io lo g ic al R e s e a r c h . " T he A m e ric a n S o cio l- ! o g i s t . IV ( F e b r u a r y , 1969), 3 5 -4 1 . D ic k e n s, M ilton. "A S ta tis tic a l F o r m u la to Q u an tify the 'S p re a d -o f- P a r t ic ip a t io n ’ in G roup D is c u s s io n . " S p eech M o n o g ra p h s , XXII (M a rc h , 1955), 2 8-30. lE h rlic h , H o w ard J. " A ttitu d e s , B e h a v io r, a n d th e In te rv e n in g V a r i a b le s . " T he A m e ric a n S o c io lo g is t, IV ( F e b r u a r y , 1969), 2 9 -3 4 . i ,K a p lan , K a lm a n J . , and F is h b e in , M a rtin . "T h e S o u rc e of B e lie fs , ! T h e ir S a lie n cy , and P r e d ic tio n of A ttitu d e s. " The J o u rn a l of S ocial P s y c h o lo g y , LXXVIII (1969). 6 3 -7 4 . j M a ta r a z z o , J. D. ; H e s s , J . F . ; and S aslow , G. " F r e q u e n c y and Dura-! tio n C h a r a c te r is ti c s of S p eech a n d S ilen ce B e h a v io r D u rin g I n t e r v i e w s ." J o u rn a l of C lin ic a l P s y c h o lo g y , XVIII (1962), j ! 4 1 6 -4 2 6 . | I 1 ; S aslo w , G. ; and M a ta r a z z o , R u th G. "T h e In te ra c tio n C h ro n o g ra p h a s an I n s tru m e n t f o r O b je c tiv e M e a s u r e m e n t of In te ra c tio n P a t te r n s D u rin g In te r v ie w s . " J o u r n a l of Psychology!, X L I (1956), 347-367. ; W ein s, A. N. ; S a slo w , G. ; and D u n h am , R. M. " I n t e r v ie w e r In flu en ce on D u ra tio n of In te rv ie w e e S peech. " J o u rn a l of V e rb a l L e a rn in g a n d V e rb a l B e h a v io r , 1 (1963), 4 5 1 -4 5 8 . ; ; ; ; and V o a s, R . "S p eech D u ra tio n s of A s tr o n a u t a n d G round C o m m u n ic a to r. " S c ie n c e . C SLIII (1964), 148-150. M o rte n s e n , C. D avid. "T he S tatu s of S m a ll G ro u p R e s e a r c h . " Q u a r te r l y J o u r n a l of S p e e c h , L V I, No. 2 (O c to b e r, 1970), 30 5 -3 0 6 . 103 O rn e , M. "On the Social P sy chology of the P sy c h o lo g ic a l E x p e rim e n t w ith P a r tic u la r R e fe re n c e to D em and C h a r a c te r is tic s and T h e ir I m p lic a tio n s ." The A m e ric a n P s y c h o lo g is t, XVII (1962), | 776-783. j O sgood, C h a rle s E . , and W alk er, E velyn G. "M otivation and L anguage B eh av io r: A C ontent A n a ly sis of Suicide N otes. " Jo u rn a l of j A b n o rm a l and Social P s y c h o lo g y . LIX (July, 1959), 58-67. 1 i Saslow , G. ; M a ta ra z z o , J. D. ; and G uze, S. B. "The S tability of | | In te ra c tio n C h ro n o g rap h P a tte r n s in P s y c h ia tr ic In te rv ie w s. " j J o u rn a l of C onsulting P sy c h o lo g y , XIX (1955), 417-430. S te in e r, I. D. , and F ie ld , W. L. "R ole A ssig n m e n t and In te rp e rs o n a l j Influence. " J o u rn a l of A b n o rm a l and Social P sy ch o lo g y , LXI (I960), 245. ; T h u rsto n e , L. L. "T he M e a s u re m e n t of Social A ttitu d e s. " Jo u rn a l of [ A b n o rm a l and Social P sy c h o lo g y , XXVI (1931), 249-269. i I W ick er, A llan W. "A ttitu d es v e rs u s A ctions: The R e la tio n sh ip of V e rb a l and O v ert B e h a v io ra l R e sp o n se s to A ttitude O b je cts. " J o u rn a l of Social I s s u e s , XXV, 4 (A utum n, 1969), 41-77. ! U npublished M a te ria ls t A jzen, Icek. "A ttitud inal vs. N o rm ativ e M e ss a g e s: An In v estig atio n | of the D iffe re n tia l E ffe c ts of P e r s u a s iv e C o m m u n icatio n on ! B eh av io r. " U rbana: U n iv e rsity of Illin o is, 1970. (M im eo g ra p h e d . ) ____________ , and F is h b e in , M a rtin . "A ttitu din al and N o rm a tiv e V a r i a b le s a s P r e d ic to r s of Specific B e h a v io rs: A R ev iew of R e s e a r c h G e n e ra te d by a T h e o re tic a l M odel. " P a p e r p re s e n te d | a t the w o rk sh o p on A ttitude R e s e a r c h and C o n su m e r B eh av io r. U rb a n a , D e c e m b e r 4 -5 , 1970. (M im eog raphed . ) I B u rh a n s, David T. , J r . "T he A ttitu d e -B e h a v io r D isc re p a n c y P r o b lem : R e v isite d . " L os A n g e le s, U n iv e rsity of S outhern C a li- S fo rn ia , 1970. (M im eograph ed. ) {Carlson, A rth u r R. "T he R e la tio n sh ip B etw een a B e h a v io ra l Intention A ttitude T o w ard th e B eh av io r and N o rm a tiv e B e liefs about the B e h a v io r. " U npublished Ph. D. d is s e r ta tio n , U n iv e rs ity of Illin o is, 1968. jD arroch, R u s s e ll K. "T he P re d ic tio n of Intention and B eh av io r R e la tio n s h ip U sing a P h o to g ra p h ic R e le a s e Signing Situation. " U npublished Ph. D. d is s e r ta tio n , U n iv e rs ity of Illin o is, 1971. E p s te in , Steven L . "An In v estig a tio n into th e A ttitude C hange th a t R e s u lts fr o m M aking Specific B e liefs Salient. " U rbana: U n iv e rs ity of Illin o is, 1971. (M im eo g rap h ed . ) F is h b e in , M a rtin . "T he R e la tio n sh ip B etw een A ttitu d e s and B eh av io r. A lso e n title d , "T he P re d ic tio n of B e h a v io rs fro m A ttitu d in al V a ria b le s . " U rbana: U n iv e rs ity of Illin o is, 1971. ____________ ; A jzen , Icek; C andy, E v a S. ; and A n d e rso n , Lynn R. "A ttitu d in al V a ria b le s and B ehavior: T h re e E m p iric a l Studies and a T h e o re tic a l R e a n a ly s is . " U rbana; U n iv e rsity of Illin o is, 1970. (M im eo g rap h ed . ) H o rn ic k , J . A. "Tw o A p p ro a c h e s to Individual D iffe re n c e s in C o o p e r a tiv e B eh av io r in an E xpanded P r i s o n e r 's D ile m m a G am e. " U rb ana; U n iv e rs ity of Illin o is, 1970. (M im e o g ra p h e d .) A P P E N D I X E S 105 A P P E N D IX A Q U ESTIO NNA IRE BO O K LET 106 107 T ' S O T * c s QUESTIONNAIRE BOOKLET Fresno S tate Communication Research P roject OFFICE O F N A V A L CONTROL: FLIGHT CONTROL PROJECT 16^ Communication Sub-Section flbe Lemoore Group Sponsorship O O & 1 Please ft It In the following information: 9.0.9.0.0 A C (4........................ Your m other's me Ican name Your own Sex: mala female X ' Your own ta oi i ^ years OffxkL.. A >| b e \ If you co n 'io er yourself a member of a sp e c ific ra cial minority pisase Inoicate which one VJO____________ On the following pages ere a number of questions of "concepts" which we went you to ro te . You w ill note th at there will be seven steps on each scale. A mark on one end means "extreme1yn, A mark in the position second n;ans "quite", A cheek In the position th ird from the end means slig h tly . A chuck In the middle position on any scale means th a t you are neutra! or undecided. Only one position should be checked on any scale, but please check a ll tctl-ts. Please check between the colons not on the colons. Example I The following responses would moan th a t you feel the concept Is "extremely" in te llig e n t and "quite" ugly. Legal I ted wire tapping Inte 111 pent y i beautiful : _stupld .ugly Example II The following responses would mean th a t you feel the concept Is "slig h tly " wrong and th at you are undecided about its usefulness. r I ght_ useless Building an SST t , U L _ _ i U l_ :___ _wrong useful Exanple li t The following response means th a t a t th i s time you era undecided about going to Mexico If you could go anywhere. If I would go anywhere on a vacation, I would go to Mexico Extremely Cuite Probable Probable S lightly Probab le Neither Slightly Quite Extremely Probable Improbable Improbable Improbable H ot leiprobable Please respond es seriously end as carefully as you can. Do not look back. Thank you. Now continue and wait when finished. JET AIRCRAFT ROlSE hnrmfwI wise dirty cttractiv e crue I bad honest * » 1 < beneticlel too 11sh clean unattractIve kind good dishonest I l l PREMARITAL INTERCOURSE tu rffifu l _ _ »iM ___ dJffy ___ attractive ^ c r u * l _ _ baa ___ hnnaot ____ A . A — benetic la I Ioo11sh cl can u n j t t r a c t i l< Ind gooo* alshon*st A T E N M 1 t * J T E D t S C J S S t Q N C F P P £ F ^ ‘ 7 I T A L I N T E P C O J R S E W I T H T V . J O I h E R r O l l F K E S T J O E N T S F O R l - * E i C f c J L D B E : h d rn fu l • a b a n a lI c la 1 < * 1 ",'J ! • * : * : * :______ fo o lis h Clr+v : • a + _ _ I___ __: A c le«n> f r nr. 11 • ■ :_____ u n iittra cl ivc c r uo I • t : ,K :___ * • a : M nd bad : * a : aood t-oncr*;* : a * * a 1 shores! I PERSONALLY THINK I SHOULD DISCUSS PREM ARITAL INTERCOURSE W ITH T W O OTHER COLLEGE STUDENTS probable ______:_____ :______U L - * _____ * • ---------* -------- Improbable W ITH RESPECT TO T H E BEHAVIOR ABOVE, H O W M U C H D O Y C U W A N T T O 00 W H A T I£U THINK Y O U SHOULD DO went very muf : _ _ : . i : X : : .want very much not to M Y FRIENDS EXPECT M E TO DISCUSS PREM ARITAL INTERCCUPSE WITH T W O OTHER COLLEGE STUDENTS probable • . , . ----- --------- ------— :-------- •______ :_____.: /A Improbable W ITH REG A RD TO TH E BEHAVIOR A BO V E I S h O V llQ o o _________ ; « t i f ■ . . , . | — — -■■■■ '■ --------1 —/ > ■ ---------•____ _i_____ I show la not On What m y frien d s expect 114 Extreme ly ta lk a t Ive IF WITHIN A N HOJR, I W ER E ASKED TO TALK W ITH TW O OTHER COLLEGE ST'JCENTS ( a t least on* of wham was of th e opposite sex) IN A DISCUSSION: I W O U LD BE Q u Itc ta lk a t ive j L SIIflhtly ta lk a tiv e N either talk o tlv * nor non- te lk a tlv e SI Igfit ly nen- ta lk e tIv e Qu It* non* ta lk a t ive Extrenely non- talkatlva IF WITHIN A N HOUR, I W ERE ASKEO TO TALK WITH TW O OTHER COLLEGE STUDENTS (a t least one of whom was of tha opposite sax) IN A DISCUSSION AND IF THE TOPIC W A S "PREMARITAL INTERCOURSE'' Extremely Q uite ta l k a t i v e te t k a t l v i iflght I W O U LD B E S flg h tly ta lk a tiv e N either t a l k a tiv e nor non- ta lk a tlv e S lig h tly non- to lk a tlv e Quite non- ta lk a tlv e IF I DID TALK THE A M OUNT OF W TALK COM PARED TO THE T W O OTHER STUOENTS W O U LD PROBA0LV B E C onstantly Q uite a b it more X L S Iig h tly more About th e same amount S lig h tly less Q uite e b i t less Extremely non- ta lk a tlv e Not a t a lI IF WITHIN A N HOUR, I W E R E ASKED TO TA LK W ITH T W O OTHER COLLEGE STUDENTS (At least one of which was of the opposite sex) IN A DISCUSSION I would t ; fC t i t ; I would not (ta lk ) end It the topic was PREM ARITAL INTERCOURSE I would :_____ : V i_____ i______: ; I would not (ta lk ) and If the discussion were held In a one-way observation booth I would t i i t t i I would not (ta lk ) and If I knew the discussion was being videotaped for use In th i s research p ro ject only IF I W A S IN A SITUATION W ITH IN TH E H O U R IN W HICH I CO U LO DISCUSS TH E TOPIC PREM ARITAL INTERCOURSE W ITH T W O OTHER COLLEGE STUDENTS M V DISCUSSION PARTICIPATION OR LA CK OF. IT W O U L D B E INFLUENCED B Y TH E FOLLOW ING: CIRCLE THE N U M B ER W HICH EXPRESSES Y O U R ESTIMATE O F INFLUENCE 117i W M O T AT ALL I SO M E W H A T 2 QUITE A BIT 3 V ER Y M U C H 4 COM PLETELY 5 CIRCLE O N E I. Mr mentaI s ta te today 2. Tit* topic It salt I 2 3 < S > 3. Tbs other student s ’ sex (£> 2 3 4 3 4 . The s itu a tio n (room) I 2 G> * » 3. M y r e li g i o n 's view regarding whether t h i s topic should be discussed openly o 2 3 4 3 6. M y personal view regarding whether t h i s topic should be discussed openly 0 2 3 4 5 7. Views of th* other discussants • s the discussion rev eals them ( J ) 2 3 4 5 0. Whether I had assurance th a t ■y comments would be kept in s t r i c t confidence 0 I APPENDIX B INSTRUCTIONS TO BEHAVIORAL DIFFERENTIAL 1 1 8 On the following pages are a number of questions of "concepts" which we want you to ra te . You will note that there w ill be seven steps on tach scale, A mark on one end means "extremely", A mark In the position second means "quite", A check In the position th ird from the end means s lig h tly , A check In the middle position on any scale means th at you are neutral or undecided. Only one position should be checked on any scale, but please check e ll scales. Please check between the colons, not on Ihe colons. Example I The following response means th a t a t th is time you are undecided about going to Mexico if you could go anywhere. If I would go anywhere on a vacation, I would go to Mexico .1 Extremely Quite Slightly Neither S lightly Quite Extremely Probable Probable Probable Probable Improbable improbable Improbable M O T Improbeble Example It The following response would mean something like "you have other plans", or "you don’t ever go to movies". I will go to a movie next Friday Evening . 1 » : Extremely Quite S lig h tly Neither S lig h tly Quite Extremely Probable Probable Probable Probable Improbable improbable improbable Nor ’ Improbable Example III The following response means th a t It would be ^extremely probable" th a t you would make 20 c a lls . If I could telephone tre e anywhere In the world for a period of 24 hours, I would make 20 c a lls . 1 Extremely Quite S lightly Neither S lightly Quite Extremely Probable Probable Probable Probable Improbeble improbeble Improbable taprobab le Please respond as seriously and as ca refu lly as you can. Do net look beck. Thank you. Now continue and wait when finished. APPENDIX C ORAL INSTRUCTIONS 120 APPENDIX C ORAL. IN STR U C TIO N S T H E R E S U L T S O F TH IS STUDY W IL L B E R E V E A L E D TO YOU A T A L A T E R D A T E . YOU A R E B E IN G V ID E O T A P E D THROUGH T H E O N E-W A Y M IR R O R . W E WANT YOU TO BE R E L A X E D AN D N A TU RA L A S P O S S IB L E . NOW WE W ANT YOU TO DISCUSS T H E T O P IC , "P R E M A R IT A L IN T E R C O U R S E , " F O R A L IT T L E W H ILE. 121 A P P E N D IX D ST U D E N T S IG N -U P F O R M 122 STU DEN T O N E S T U D EN T T W O STU DEN T T H R E E Lest (m m fprint) LOcel Phone Locel address (print) Male _ FfM le r - ) CMTM MMfeAT M m n t TIm S m MJST NOT EC IN SMC SECTION OF SA*C COURSE AS STUDENT O N E L eet naM ( p r in t) Local phoM Locel M P t i t ( p r in t) Male (“ ) F aeo le t ) Cm t m m I w f r N t l i s r TIm Sm MJST NOT K O F SMC SET AS STUDENT OC AKj .TMO, If they e ra o l th e m m sex , MJST N O T BE IN SA*C SECTION O F SMC CO URSE OF EITHER STUDENT O N E O N T W O Laat im m (print) Local phone Local adtlres* (print) Male C ;> :Faeole ( ) Course n w te r P ro fe sso r TIM See STUDENT ( PC STUDENT T W O STUJENT TMCE MJST NOT K IN SAN SECTION O F SAIN MJJTNOT K OF SAN SEX AS STUDENT OC ________________________________ COURSE AS STUDENT O N E A N D TW O, I t they e re o f th e m m sex . l e s t m m ( p r i s t ) lo c a l phone MJST N O T BE IN SAtC SECT I IN OF SMC _______________________________________________ ^ C O U R S E O F EI TVER STU O EW T O N E OR T W O Local a <era** ( p r in t) H ale ( ^ ) F e M la 1 ) L e st i m m ( p r in t) Local phone Coutm « M te r P ro fe s s o r Than Sex Local >AMre*s ( p r i n t ) H ate t“ ) F eaaln ( ) L est ra m ( p r in t) Local phone Cm t m nMnfear P r e t o tt a r TIm Sex Local a d d re ss ( p r in t) ________________________________Female ( ) C M rta iwe M r P ro fe sso r TIm See APPENDIX E DESIG N O F A SY STEM F O R TH E M E A SU R E M E N T O F S P E E C H A C T T IM E 124 125! DESIGN Of A SY5TEM FOR Tl£ M EASUREM ENT OF SPEECH ACT TIME by * ' Tony D. Sevlno A th e s is subm itted In p e rt is I fu lfillm e n t of tli« requI re se n ts fo r th s degree of BACHELOR OF SCIENCE In the School of Engineering Project Grade Supervisory In s tru c to r (Advisor) of Engr. 172 Fresno S tate C ollege June, 1971 TZB I AWTfV.CT j The purpo&c of 1fiis p ro je c t was to develop a system fcr messur- | tng 1h« Speech-Act-TIn" ,($AT) ** needed end used by Professor Georje D iestel of the Speech Cormunicot ion Oepartnant at Fresno $ tete College in h is doctoral d is s e rta tio n study. The SAT score is simply th e length of 1 iff.c in seconds 1hat a subject talk s--an enact measure ment of the time during which o ral language sounds are produced. The system must generate an SAT score In accord with the re se a rc h e r's 4 * d e f in itio n of communication for each of the th ree subjects engaged In a group d iscu ssio n . Cost and sim plicity of the design ere the • o s t Important lim itin g c r i t e r i a . Accuracy of the measurement and th e psychological e f f e c ts cf the inslrumentet ien were Important r c o n sid e ra tio n s. A fter th e co n sid era tio n of several a lte r n a tiv e systems, an auto- I | m etlc sw itching system, designated the SATometer, was selec ted . It j c o n s is ts of th re e sine-wave o s c i l l a t o r s , a stereo taperecorder, a voice a c tiv a te d switch (VOX), a f i l t e r u n it, and a d ig ita l clock. The s ig n a ls from the o s c i l l a t o r s are applied to one track of the s te re o te p a to d is tin g u is h which of the th ree subjects Is speaking. On pleybeck of th* tape through the SATometer the V O X end the f i l t e r u n it co n tro l th e SAT clock and accumulate th e SAT score of only one su b ject a t a tim e. There were several Inherent problems In the System which could not be solved but the SATometer did provide the | j re se a rc h e r w ith v a lid and r e li a b le SAT scores. i i i l T Z 7 1 TABLE Of CONTENTS ABSTRACT................ ...................................................................................................... '• LIST OF TABLES................................................................... v LIST Of FIGURES . ...............................................................- ........................W IN7N0QUCT ION.............................................................................................................. I REVIEW OF LITERATURE................................................................................. DESIGN SPECIFICATIONS.............................................................................. Cost and S im p licity ................................................................. Accuracy of Measurement and S e n s itiv ity ..................... ■ Psychological Im plications of T esting Instruments ALTERATIVE M ETHODS OF DESIGN............................................................. ■ Frequency A n aly sis................................................................... G raphical A nalysis................................................................... D ire c t Time Readout................................................................. Automatic Switching v ie Sine-Wave O s c i l l a t o r s . .. . ARGUCNTS LEADING TO T>C SYSTEM SELECTION............................................. 17 SYSTEMS DESIGN............................... 20 j I In te llig e n c e Subsystem........................................................................20 i VOICE ACTIVATED SWITCH.............................................................20 j i S ubject Control Subsystem................................................................. 24 SINE-WAVE OSCILLATORS...............................................................24 BAND-PASS FILTERS..................................... . ................................29 Time Readout Subsystem.........................................................................30 CONSTRICTION............................................................................... .‘...............................33 i i i i l RESULTS OF PILOT TEST............................................................................................. 39 System M odification*................................................................................ 39 R e lia b ility T e sts.......................................................................................43 CONCLUSION..............................! ........................................................................................ 45 LIST OF REFERENCES.......................................................................................................48 APPENDIX A: M EM O RA N D U M S........................................................................................... SO APPENDIX B: TAPERECOROER SPECIFICATIONS..........................................................53 APPENDIX Ct POW ER SUPPLY...................................................................................... 55 APPENDIX Di DISSERTATION BY PROF. G EO RG E OIESTEL........................................58 1 M LIST OF TABLES 1. ARGUM ENTS FOR SYSTEM SELECTION.................. 18 2. OSCILLATOR COM PONENT. VALUES.........................................................................* 7 3. FILTER COM PONENT VALUES..................................................................................31 4 . PARTS LIST............................................................................................................... 3* 5. RESULTS OF ^LIABILITY TEST.........................................................................** • * 9 ivl T3U1 LIST O F f IGURES 1 . G R A P H I C A L A N A L Y S I S S Y S T E M . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 I 2. DIRECT IOHAL M ICROPHONE PLACEM ENT...............................................................0 | 3 . DIRECT TIKE REA D O UT SYSTEM 9 j 4 . AUTOM ATIC SINE-WAVE SWITCHING SYSTEM ..................................................... 12 5. KTHOO OF ACHIEVING AUTOM ATIC SWITCHING.............................................. 14 6 . M ETH O D OF PLACING AUDIO FREQUENCIES O N TAPE........................................ 14 7. V O X CIRCUIT SCHEMATIC...................................................................................... 19 0. PHASE-SHIFT OSCILLATOR SCHEMATIC..............................................................\l 9 . COM PLETE OSCILLATOR SCrtMATIC........................................................... 23 10. FILTER CIRCUIT SCHEMATIC................................................................................20 11. SAT READOUT CIRCUIT 5CHEMATIC................................................................. 32 12j SATOM ETER CIRCUIT SCHEMATIC..........................................................................35 13. AUOIO OSCILLATOR AND CONTROLS............................................................ 30 14. SATOf*TER SYSTEM..................................................................................................30 15. COWLETE TESTING SETUP....................................................................................40 10. RELAY CLICK SUPPRESSION CIRCUIT................................................................40 (vi) IN TRO D U C EIO N Th* follow ing p ro jec t was In itia te d In response to a l e t t e r sent to th e Department of Engineering a t Fresno State College by Mr. Gtorgo D te s te l, A ssista n t P rofessor of Speech Communication a t Frtsno Stit* C ollege. (See Appendix, page j | ) The p ro ject Involves the develop ment of a system th at will give a numerical measurement of a quantity c a lle d th e Speech Act Time (SAT). The SAT, In Its simplest form. Is a measurement of the to ta l time an Individual communicates with two othor people In a group discussion. (The mean I ng of coonunfeet ton as It ap p lies to th e SA T score Is dis cussed In th e design s p e c ific a tio n s , page 5 .) The need f o r the SAT measuring system grew out of Mr. D ie s te l's research reg ard in g the th eo ries of Or. Martin Flshbeln In the are* of t a t t i tu d e re s e a rc h . (See Appendix, page M ) B asically Or. F tsh b e ln 's theory s t a t e s t h a t the SA T score can be predicted when c e rta in a t t i tu d es of th e su b ject regarding p a r tic ip a tio n In group d iscu ssio n , ere Mown. Hr. D lestel Is attem pting to prove th a t the SAT score can Indeed be p re d ic te d bv piecing th ree subject* In an observation rcea ead allow ing there to engage In a discussion which Is being measured by • system th a t w ilt give a q u a n tita tiv e SAT measurement. This maesursd SAT can be compared w ith the predicted SAT and some c o rre la tio n can be arriv e d a t . Given t h i s s itu a tio n the SAT measurement system must be a b le to 111 TJZ] d i d Inguish be1%.ecn th re e d i f f e r e n t poop I* speaking, i t must d i s t i n g u ish between what Is end whet Is not communIcetIon, end It must giv e r e s u l t s c o n s i s t i n g of t o t e l elap se d speech time end th e e la p s e d speech tim e fo r each ono of the th re e s u b je c ts . A fte r c o n s id e r a tio n of design s p e c if ic a tio n s end a l t e r n a t i v e methods o f c o n s tru c tio n fo r th e SAT measurement system a semi- [ i i au to m atic system u t i l i z i n g sine-w ave o s c i l l a t o r s and band-pass f i l t e r s was Judged th e most fa v o rab le. In th e development of t h i s system .. i severe I subsystem s were put to g e th e r t o form th e fin a l system . These | subsystem s r e p re s e n t c i r c u i t s t h a t have been d iscu ssed In many p ap ers | end books b e fo re and because of t h i s , t h i s re p o rt does not g iv e 1 i d e t a i l e d th eo ry on th e o p e r a tio n s of th e s e subsystem s. The only i th eo ry giv en i s t h a t which Is re le v a n t to tho o v e r a ll system . REVIEW OF LITERATURE Several books were of g reat importance as genore! guides for th e development of the Satometer system. The A.R.R.L> HANDBOOK; NETWORKS, LINES, A M O FIELDS by John 0- Ryder; and ELECTRONIC ClfCUHS by Samuel Seeley provided th e basic theory on which the system ’s c i r c u i t s vere designed end b u i l t . A dditional inform ation on component s e le c tio n and r e la te d c i r c u i t theory was found in 1hc RCA TRANSISTOR, THYRISTOR, AND DI00E M A N U A L and the G C TRANSISTOR M ANUAL. Another book of g re at value in the i n i t i a l phase of t h i s p ro je c t was A TEXTBOOK OF SOUNO by A. B. Wood. It was considerably helpful In d e sc rib in g the magnitude of the problem of try in g t o develop a system th a t could d is tin g u is h between two o r more human v o ices. By d efin in g th e problem It helped put the re search er on the course which led to th e development of th e Satometer system. i l l DESIGN SPLCIFI CATIONS As has been mentioned previously, 1ho SAT syslem Is e s s e n tia lly a time m easuring device with some sort of subsystem ihat can determine which of th ree su b je c ts Is speaking. Along with these functions the device must also f a ll w ithin c e rta in lim iting c r i t e r i a e stab lish ed by the re s e a rc h e r. Cost and Sim plicity * 1 One of th e major concerns of the researcher is the IImited funds aval table for tho development of th e SAT system. Several devices are c u r re n tly commercially e v c ila b le which would perform the needed fu n ctio n s au to m atically and with g reat accuracy, but they are pro h ib itiv e ly e x p e n s iv e .1 S im plicity of design follows from the lim its pieced on the o v e ra ll c o s t. The design must be simple end use as many a v a ila b le subsystem s'as p o ssib le . { I .e . lab power supply instead of a power supply designed S p e c ific a lly for the SAT system) In a » s t c a se s c o st and sim p licity of design were the major c r i t e r i a In determ ining th e f e a s i b il i t y of one or more a lte r n a tiv e s . * IBM Speech Analyzer. Communications News. February |9 ? | p .I . Wheaton, I l l i n o i s . Brooh Hilt Publishing Company. 1971. 1 4 1 Accuracy And S e n s i t i v i t y of Meaourtfi.cnl |n ateny measuring systems th e accuracy of the measurement ts of prime Importance, not c o st as mentioned above. In the SAT system the accuracy o f the measurement is Important, but because of I [mlted research funds It is not of prime importance as in other measuring systems. This demoting of th e importance of accuracy can be ju s tif ie d by examining th e quahtrty being measured. The experimental v ariab le is th e time a su b ject is engaged In coemunicating with two other su b jects. Communication Is a ra th e r a b s tra c t term, and Its meaning will vary from one speech communication researcher to another. The point of t h i s Is t h a t th e accuracy of th e measurement will depend bn the re s e a rc h e rs d e f in itio n c t cornnun leaf Ion, Trying to apply the term "accuracy of measurement" to something which In i t s e l f Is ab stra ct Is q u ite h o peless. Furtherm ore, th e output of th e SAT system will be used In s t a t i s t i c a l comparisons with r e s u lts ootalned from a th e o re t ic a l model. A SAT score of high accuracy Is not needed to y ield s a tis f a c to r y c o r re la tio n s . The re s e a rc h e r has o p e ra t Iona I ly defined communication for the purposes o f h is research to mean any speech a c t in the English language w ith th e exception of c ro s sta lk (more than one person speaking a t th e same tim e fo r le s s than a te n th of a second), affirm a t i o n s (Y es, no, e t c . ) , and laughter. I t has also been decided th at th e SAT system must g en erate a SAT score in accord with the d e fin itio n 131 given above end not very by more than If of the moon value which would be obtained If 1 ho seme date was fed through 1he system several times. Other s p e c ific a tio n s coming under this heading aro s e n s itiv ity end tho p re cisio n of the measurement. The system eu st be se n sitiv e enough so th a t i t can record su b jects th a t speak so ftly but on the o th er hand It must r e je c t background no I so and a l l other sounds which are excluded from the d e fin itio n of communicetton. As for the pre c is io n of the. measurement of time It has beon decided th a t .1 second Is p re cise enough. • < Psychological Imp 11cat Ions of T esting Instruments The experim ental s itu a tio n Involves th re e su b jects in an observa tio n room v'lth a one-way m irro r, engaged In the discussion of an assigned to p ic . It Is Important, to a ssu re reliability In the SA T sco re, th a t th e su b jects ere unaware of the experimental v ariab le. * They ere only to ld th a t they ere being video-recorded which Is a guise t o throw them o f t th e actual measurement being taken. The presence of any measuring equipment, asid e from a microphone, which Is not con cealed can have fa r reaching psychological e f f e c ts on th e subjects end th u s in v a lid a te the SAT sco res. This feet must be taken into consider a tio n In th e design of the SAT system. ife l I 1 ALTERNATIVE M THOOS OF DESIGN In the process of arriving at the final design for the SAT system several possible systems, were blocked out and considered. Frequency A nalysis The f i r s t p o ssib le s o lu tio n mbs th a t of a system Involving the use of frequency a n a ly s i s . Several su b jects were recorded and these re co rd in g s were run through an audiograph In hopes th a t some reference p o in t In each of th e s u b je c ts v o ices could be found to serve as a source of identification. Some c i r c u i t could then be b u i l t to Identify t h i s re fe re n c e p o in t and a c tiv a te re la y s t o co n tro l th re e clocks rep red en tIn g each o f th e th re e su b je c ts. H eedless t o say t h i s I n i t i a l research proved to be q u ite hopeless. Nothing o f any Importance could be discovered from th e audiographs. The human voice Is an extrem ely complex waveform and as Or. A. 6 . Ifoods n o te s fo r a system t o d is tin g u is h between two o r more speakers It must be a b le t o recognize th e q u a lity of th e complex waveform, th a t Is th e number. In te n s ity , and d is tr ib u tio n o f th e hantonlc components .of th a wave form. * The only p o s s ib le s o ltu tlo n would Involve a system th a t could break down each voice by a F ourier a n a ly s is t o I ts fundamental components and then use them a s sources o f id e n tif ic a tio n , *A. 0 . Woods. A Textbook o f Sound, p . 396. Hew York, N. Y. The MacMillan Company. 1930. ill 0 ' : Hie. t [> Ampl, I Hie. 2 o Ampl. 2 H ie.3 Amp 1. 3 r y-C hannc t S"trlp-Chart Recorder FIGURE t. GRAPHICAL ANALYSIS System One~«*¥ M irror Table FIGURE 2. DIRECTIONAL M ICROPHONE PLACEICNT D Mic. I D Mtc, 2 D MtC. 3 Ampl. I Amp I. ■ 3 ------- 1 4 _______________ Mixer Tape- j 1 recorder) i r -------- 1 V O X 1 i I I ' Ampl. 2 > | V O X 2 1 1 V O X 3 Tlrrv Readout FIGURE 3 . DIRECT TIME READOUT SYSTEM \ P G r a p h i c a l A n a l y s i s A graphical a n a ly sis system would involve Ihe use of th re e d ire c tio n a l microphones, th re e a m p lifie rs , and a three-channel s t r i p - ch a rt reco rd e r. The basic o p eratio n of t h i s system can be seen In Figure I, page 6 . The th re e su b jects would be seated around the ta b le in th e manner a shown In Figure 2, page 6 . The th ree d ire c tio n a l microphones could then be s e t up so th a t they had a 1 0 0° range containing only on*subject which would a l l but elim in a te in terfe ren c e from the tw o 'o th er su b je c ts, given e microphone with very good d ire c tio n a l q u a litie s and a room with a minimum amount of sound r e f l e c t i v i t y . A m plifiers I, 2 , and 3 need only be o f s u f f ic ie n t gain to supply an adequete signal t o e x c ite the s tr lp - c h a r t reco rd er. This w ill depend on the gain of the microphone and the magnitude o f the signal ♦ needed t o e x c ite th e re c o rd e r. The outpul of the reco rd er w ill c o n s is t of th e complex waveform of each s u b je c ts c o n trib u tio n t o the d iscu ssio n and a time re fe re n c e , so t h a t th e length of each su b je c ts complex waveform minus th e pauses can be converted t o an SAT sco re. The scoring wit I have to be done manually In t h i s system. D ire c t Time Readout The grap h ical a n a ly sis system can be modified to give a d ir e c t t (me readout as shown In Figure 3 , page 9 . The new system Involves s u b s titu tin g th e time readout subsystem, which c o n s is ts o f th re e c lo c k s , fo r th e s tr tp - c h a r t recorder and the ad d itio n of a voice a c tiv a te d sw itch In each microphone c i r c u i t . The mixer and tape ra co rd e r can be added so th a t 1 hc d iscu ssio n s can be recorded as fu r th e r d a ta . The o p e ra tio n and setup of th e th re e microphones and a m p lifie rs • r e th a same as th a t discussed tn the p reced in g s e c tio n . The voice a c tiv a te d switch (VOX) serv es as the c o n tro l system fo r the output clo c k . I t a c tiv a te s th e output clock a t the in s ta n t th e subject beg) ns to speak and holds th e clock on fo r up to five seconds a f te r the 9 • o b je c t q u its speaking, if th e re was no delay In the V OX a f t e r th e s u b je c t q u it speaking the clock would count words or th r e e o r four word p h ra se s r a th e r than c o n tin u a lly counting one t r a i n of th o u g h t. Given normal speech p a tte r n s , a one second delay Is long enough to keep the clock running continuously while the su b je c t ts engaged In communi cating a thought o r Idea. Each VOX th an c o n tr o ls a clock and the SAT ■cores a re recorded sim ultaneously as th e d is c u s s io n s proceed. Automatic Switching v ia Si no-Wave O s c illa to r s A system q u ite d if f e r e n t from those d iscu ssed above Is seen In F ig u re 4 , page 12 . I t Involves the use of only one microphone along ■Ith th r e e audio o s c i l l a t o r s , a stere o tape r e c o rd e r, a voice a c tiv a ted switch (VOX), th ree f i l t e r s , and a tim e read o u t subsystem. C onsidering a l l o f the components shown In th e block diagram a s the SAT system ; th e components a sso c ia te d w ith tr a c k .c n e of th e Time Readout Mfc. I Audio Otc11 letor Control FIGURE * . AUTOW VTIC SINE-WAVE SWITCHING SYSTEM v e x OtcltIator reco rd er (namely the microphone end VOX) w ill be c e lle d tha i n t e l l i gence subsystem end the components asso ciated with tra c k two (audio o s c i l l a t o r c o n tro ls , and f i l t e r s ) w ill be c a lle d the subject control i subsystem. The time readout Is the th ird subsystem of the device. t Operation of the SAT system involves th ree Steps, each occurIng a t d iffe re n t time in te rv a ls and represented In F ig u r e d , page |2 , by the deshed, d o tte d , and s o lid boxes. The components shown In the dashed box ere used In th e f i r s t step which occurs a t th e tim e of the group d iscu ssio n s. This simply Involves the recording ol the d iscussions on tra c k one. One of th e baste o b je c tiv e s of the SAT system Is to d istin g u ish between th e th re e su b jects (from now on c a lle d A, B, and C) which Is th e function of the second step Involving components enclosed by the d o tted lin e s . Each su b ject In th e discussion group Is assigned an audio frequency which w ill be placed on tra c k two of th e recorder by th e audio o s c i l l a t o r s and th e o s c illa to r co n tro l box. These fre quencies a r e ap p lied to th e tape for the du ratio n th a t each subject speaks* Thus If th e long s t r i p shown In Figure 5, page id , Is th e magnetic recording ta p e , tra c k one w ill contain th e discu ssio n while tra c k two w ill co ntain Id e n tify in g audio to n es, each corresponding to su b ject A, 0 , o r C. T his step occurs a t a time following th e actu al discussions because they e re too hard to apply accu rately ( t h i s Is a manual opera tio n ) w hile th e discussion Is proceeding. There Is no forewarning of Magnetic Recording Tope Track I Track 2 FIGURE 5. M ETH O D OF ACHIEVING AUTOM ATIC SWITCHING Track 2 Speaker D u _ a b Tope I Track I Speaker I JO Track I a c c ^ Control Tape 2 Tape 3 Oac11letor A C B CL—- C *.tT—.* 7:5*;: m eV'** FIGURE 6 . M ETHOD OF PLACING AUDIO FREQUENCIES O N TAPE who Mill speak nexf and 1 hc point where the control tone is applied lays bohind tl.o point on tho tapo where the subject begins spcoking, t h i s can be overcome by using the system shown in Figure 6 , page 1 4 ( and e s lig h t m odification of the f i r s t step . This m odification co n sists of having one of the observers o ra lly apply tho designation A, 0, or C on trac k two to serve as th e i n i t i a l id e n tific a tio n while tho discussion Is being recorded. Then the master tape containing the discussion and the o ra l id e n tific a tio n is placed on recorder number one Md the take up reel Is placed on recorder number two. Track two is played through the speaker on reco rd er one while track one Is played through th e speaker on recorder two. What r e s u lt s is a delay 0 equal to the drive speed of the recorder times th e distance between the playback heads of recorder one and two. Thus recorder one, which Is playing th e o ra l Id e n tific a tio n , w ill forewarn the o p erato r of who Is to speak before It reaches recorder two. Then tho discussion from recorder two con be ap p lied to reco rd er th re e along with th e (dent if I* cation tones which are applied to track two. The o v erall r e s u lt Is th a t th e I n itia tio n point of th e tone on th e tape now corresponds with th e p oint where the subject began speaking on th e tap e. i * The la s t step r e s u lt s In th e output of th e SAT score and involves the components enclosed by the s o lid lin e s . The new tape obtained In •ta p two co n tain in g th e d iscu ssio n s and th a Id e n tific a tio n tones Is played back through th a V O X and th a f i l t e r s . Tha time readout c o n s is ts of two re la y s In s e r ie s and a d i g i ta l clock; one relay c o n tro lle d by th e V O X and the o th e r by th e f i l t e r u n it, tilth the i m f i t t e r u n it plugged into track two and f i l t e r A, B, or C tel acted only th a re sp ectiv e tone w ill ac 1 Ivate the f i l t e r relay and time w ill be counted only when th a t tone It p re te n t, which corresponds to Intervals vhen the re sp ectiv e subject Is speaking. The V O X and i t s associated rela y ere a c tiv a te d only when someone speaks so th a t both speech and th e ap p ro p riate tone must be present before 1 he clock w ill count. L T 4 7 ARGUM ENTS LEADING TO THE SYSTEM SELECTION As m entioned p rev io u sly In th e se c tio n on design s p e c if ic a tio n , cost end s im p lic ity were, th e major c r i t e r i a to be ap p lied to any p ro spective system. T his c r i t e r i a immediately elim in ates the p o s s ib ility of a system involving frequency a n a ly s is because of I ts complexity and asso c ia te d high c o s ts . The g ra p h ic al readout and d ire c t readout systems a r e the most fa v o rab le In terms of c o s t.* While the graphical systems Is very sim ple t h i s s im p lic ity does cause problems. The manual I n te r p r e ta tio n of paper ou tp u t o f the system re q u ire s consider- able tin e and leaves much room fo r e*1-o r. The c o n s id e r a tio n s above lim it the fin a l contenders fo r the SAT systems t o th e d i r e c t readout system and th e autom atic sw itching system. As mentioned In fh e s e c tio n d e sc rib in g th e d ir e c t readout system th r e e microphones w ith good d ire c tio n a l q u a l i t ie s , and a room with a low level of sound’ r a t l e c t i v i t y a re needed to make th a system work e f f e c t i v e l y . U n fo rtu n ately n e ith e r one of th e s e c r i t e r i a can bo mat econom ically w ith th a equipment and rooms a v a ila b le . Another point th a t h in d e rs th e s e le c tio n o f th e d i r e c t readout system Is th e psycho logical a f f e c t o f tha th re e d ir e c tio n a l microphones as discussed in tha r e la te d s e c tio n In th e doslgn s p e c if ic a tio n s . The au to m atic sw itching system was Judged th e most promising In S t I s assumed t h a t th re e good q u a lity d ire c tio n a l microphones a re a v a ila b le and do not have t o be purchased. T his same assumption bolds t r u e for t h e th re e channel s t r l p - c h a r t re c o rd e r. i t 2 1 lig h t of the problems asso ciated with the d lr s c t readout system and was given a go ahead by th e re searc h er for fin a l design and co n stru ctio n .* From now on the autom atic sw itching system will be refereed to as tha SATomater. The preceding arguments ere summarised In Table I. fo r aa s ter com parIson. TABLE I. ARGUM ENTS FOR TH E SYSTEM SELECTION System _ e» Quel Itie s Good Bad Frequency A nalysis Very ac cu rate. G raphical A nalysis • * In e x p en siv e,' sim ple. Questionable equip ment a v a il a b il i t y , re q u ires manual in te rp r e ta tio n o f out put data D ire ct A nalysis « Inexpensive, Simple, SAT score output at time of discu ssio n s . ♦ A v a ila b ility of equip ment, need rooms with good accoustic q u a litie s (n o t a- v a tla b le l, psych o lo g ical im plica tio n s of t e s t i n g equipment. Automatic Sw itching Vis Slna-Nave O s c illa to r s R elativ ely In* expensive, a l l data contained on magnetic tape. More complex th an o th e r systems. .One o r more of th e o th e r aystems mentioned could have provan to he a h a t t e r system (f more developtment time was a v a ila b le , but time was very lim ited and th e s e le c tio n of a lte r n a tiv e s and the choice of the f in a l system occurred In only a weeks tim e. * 3300 V 7 o f 200 -J— ffitd+ T *’ mf < 3 1000 Ohi 020 oh* 15v FIGURE 7 . V O X CIRCUIT SCHEMATIC SYSTEM DESIGN The theory Involved In the design of 1he SATometer w ill be broken down according to the subsystems mentioned previously (th e In tellig en ce subsystem, the su b ject control subsystem, end the time readout sub system .) The design of each of these subsystems revolves eround the use of th e s te re o teperecorder which In th is p a r tic u la r p ro je c t was a Sony TC-200 u n it. S p e c ific a tio n s for t h i s u n it are given In the Appendix, page S3. Intel Iigence Subsystem * The In te llig e n c e subsystem involves the microphone, stere o tape- re c o rd e r, and th e voice a c tiv a te d switch (VOX). The microphone can be any high Impedance dynamic microphone s u ita b le tor use w ith the given s te re o ta p e system. In t h i s p ro ject I t was a permanent fix tu re of the o b serv at Ion room. VOICE ACTIVATED SW ITCH The VOX used In th e In tellig en ce subsystem Is e m odified version o f one given In tha 1969 e d itio n of th e American Radio Relay Handbook. 1 The o r ig in a l v ersio n was to r use with a high Impedance microphone and e c i t i z e n bend o r S M teu r band rad io s t a t i o n . The modified c ir c u it sc h e M tlc Is shown In Figure 7 , page |9 . An e m itte r follow er stage and *A VOX C o n tro l. American Radio Relay League Handbook, 1969 e d itio n , p . 1 8 9 . Newington, Conn. American Radio Relay League Inc. 1969. an ad d itio n al stag e of amp I (f [cat ion preceded 1 he Input as it is not* shown In th e m odified c i r c u i t . These were needed because of the use of a high Impedance microphone as the source of the Input sig n al. The e m itte r follow er stage served as an Impodence match between the micro phone and the am p lifica tio n stag es. ‘ i T ra n sisto r Qj is a simple common e m itte r am plifier and Is not a c tu a lly necessary for the b asic function of th e VOX. The V O X is d riv en by the tap e recorder and It provides more lhan enough gain for ♦he o p eratio n of the VOX, <}| is retain ed to provide for some eontin- a l t y between th e o rig in a l and tha modified design and 'fhus elim inate ♦he need fo r a to ta l redesigning of the c i r c u i t . Otode D| s h o rts th e p o s itiv e output of Qj to ground and allows ♦ha proper b iasin g p o la rity (negative for th e pnp t r a n s is to r ) to be ap p lied to th e base of t r a n s i s t o r Q 2 . Potentiom eter R| is the • e a s i t l v t t y c o n tro l. It plong with diode O 2 form a lim ite r which keeps Q 2 c u to ff u n til the v o ltage output of Q, (VQ) exceeds the v o ltag e drop ac ro ss R |. When V 0 exceeds Vgj (3,1s driven to satu ra tio n th u s en erg izin g the re la y c o ll. When V Q drops below V Rl the relay w ill remain clo sed fo r a period of time determined by th e time co n stan t of the delay c i r c u i t . This c i r c u i t c o n sist of R 2 , and ^ 3 . ^ 2 w ill remain s a tu ra te d u n til the voltage across C |j which d isch arg es through R 2 and F ? 3 j f a l l s below th e cu to ff voltage of The c o n ta c ts of relay K| ere connected to th e time readout subsystem In e manner described la te r . The c i r c u i t is powered by + 2 0 volt* 470 kohm FJCOflE 4. PKASE-SHIFT OSCILLATOR SCHEMATIC ♦ 2 0 v o l t s 3300 ohms 4 ?0 k O tM 470 ko*^ Ce C b T T K « r * Cc Cc Cc H q - I M I — 470 kohm FIGURE 9 . COM PLETE OSCILLATOR SCHEMA! 1C • Miniature IS v o lt b a tte ry end regulated by /oner diode Z |, Subject Control Subsystem The su b ject control subsystem co n sists ot the three audio o k 11 l e to r s , th e o s c i l l a t o r control box, and the three f i l t e r s . As Mentioned previously the frequency of each o s c illa to r is used to Id en tify one of th e th ree su b jects and Is placed on trac k two ot the ta p e . The u seable frequencies are d irectly re la te d to the'frequency response o f th e s te re o tape system used. If the three frequencies ere spread a s fa r a p a rt a s possib le within the useable bang ot frequencies th e design o f th e f i t t e r s can be sim plified, because very se le c tiv e f i l t e r s o f high Q values w ill not be needed. For th is reason the th re e o s c i l l a t o r s were designed to have frequencies In the v ic in ity o t 1000, 5000, and 10,000 H s rti. SINE-WAVE OSCILLATOR^ The o s c i l l a t o r s used In t h i s system are fixed frequency phase- s h lf t o s c i l l a t o r s . The output of each o s c illa to r Is a r e la tiv e ly clean sine-w ave with good frequency s t a b i l it y . A pure slne~wave of exact frequency Is not needed for the e f fe c tiv e operation of th is • p s te a , th u s th e phase s h if t o s c illa to r Is a natural choice by v irtu e o f I t s s im p lic ity . The p h a s e - s h lf t o s c i l l a t o r used In th i s system Is shown In Figure f # page 22 , and c o n sists of a tr a n s i s t o r am p lifier and a th re e s e c tio n RC network feedback loop. The output of th e am plifier stage I* IE0* * ° ut of Ph«*c «I*h th® applied to tho base ot (),. tf each RC element Introduces a phase s h if t of 60® tho feedback signal w ill undergo a 1 6 0® phase s h ift through tho e n tir e nelwork end the c lr c u ll w ill o s c i l l a t e , provided the am plifier has enough gain to over come tho a tte n u a tio n In tho phase-shift network. Thus, If each R C a l e ment Introduces a 60® phase s h i f t and C, • Cg ‘ C 3 • C <11 •nd Rt * * R (2 ’ I t can be shown th at* * “ I < 3* 2«fJT RC 6 Ivan tha d esire d frequeny tha component values for R and C can be datarmlnad. A p re re q u is ite for the successful o p eratio n of the o s c i l l a t o r Is a t r a n s i s t o r of s u f f ic ie n t gain as mentioned above. A p h a se -sh lft network meeting th e co n d itio n s set In equations (I) and (2) w ill have an a tte n u a tio n of 14,6 db, and a tr a n s is to r with a gain of 29, o r H f, - 4 5 , w ill be needed to make th e c ir c u it o s c i l l a t e . 2 'Samuel Seeley. E lec tro n ic C irc u its , p. 381, Ha* York, N. Y, H olt, R inehart and Winston Inc. 1968. 2 lb ld . p. 382. ✓ * 8 - U 5 i The t r a n s i s t o r used in t h i s c ir c u it Is e 2N2324 npn tra n s is to r with a ty p ical H(# value of 150. V ec I t 20 v o lts end the value of the b iasin g r e s i s t o r s are handbook values for small signal operation of th e t r a n s i s t o r . ' The value of C was set a r b itr a r ily a t 0.005 mfd. and ft was d e te r mined from equation (3) page 25. The actu al values of ft used In th e th r e e o s c i l l a t o r s vary s lig h tly from the th e o re tic a l values because they were not a v a ila b le in commercial carbon r e s is t o r s . The values of R used were those clo sest to the th e o re tic a l values commercially a v a ila b le . Thus the frequencues of the o s c illa to r s very somewhat from th a dastgn valu es. The values of R and the o s c i l l a t o r frequencies, both th e o r e tic a l and a c tu a l, are given In Table 2, page 22. Tha o s c i l l a t o r control box c o n sists of th re e SPST sw itches; S |, $2 , and S3 as shown ^n Figure 9, page 23. The switches are In tha c o lle c to r arm of each o s c illa to r so th a t when a switch Is turned on only th a t c i r c u i t has power and only th a t c i r c u i t Is on the output Ifmo. This sw itching method prevents sig n als from the o th er two • s e l l l i t e r s from taking a path through tho power supply and appearing on th a output I Ine. 'OE T ra n s is to r Manual, seventh e d itio n , p. 206. New York, N. Y. General E le c tr ic Company. I964. TABLE 2. OSCILLATOR COW ’ONEHT VALUES O sel1 Intor Componenet T heoretical Actual A C R frequency 0.005 mfd. 0 , 2 0 0 ohm* 1585 hurl* 0.005 mfd. 8 . 2 0 0 ohm* 1580 h ertz 8 C R frequency 0.005 mid. 2«600 ohm* 5000 hertz 0.005 mfd. 2700 ohms 4530 hertz C C R frequency 0.005 mfd. 400 ohm* 10,500 hertz 0,005 mfd. 470 Ohm* 11,840 hertz tf f T T d S f e k ^ v z s X f v 2 1 il— t e o FIGURE 10. FILTER CIRCUIT SCHEMAT1C 6AN0-PASS FILTERS The band-pais f i l t e r s used in th i s system are simple p a ra lle l RLC c i r c u i t s . This simple c ir c u i t w ill work e f f ic ie n tly for the given frequencies If the Q ot th e c ir c u it Is equal to 10 or g re a te r. This Is due to th e 3000 to 4000 H crti separation between frequencies and the quencles. The f i l t e r s and th e ir re la te d switching c irc u itr y ere shown In Figure 10, page 28 . Tha re s is ta n c e In th e p a r a lle l c ir c u it tak es the form of the re s is ta n c e of the DC re la y c o ll. The bridge r e c t i f i e r Is needed to convert the AC signal acro ss the f i l t e r to a 0C signal In order to en erg ies the re la y . For a resonant c ir c u it •Iv an an R o t 1000 ohms and a Q o t . 10, X must be equal to 100 ohms. Thus L and C can be determined from the equations •h ere fr Is equal to th e resonant frequency of th e c i r c u i t , equations re s u ltin g decrease In s e le c tiv ity needed to re je c t the unwanted fre* I Q X where - X ■ XL • Xc X l • 2*fr L (5) 1291 (4 ) end (5) give Approximate v alu es of L and C, not the exact valuos because they do not take in to account the e f f e c t s of the re la y co il re s is ta n c e and th e bridge r e c tifie r , However, th e s e approxim ations a r e sufficient for the o p eratio n of 1he system . Again th e re was some v a r ia tio n between th e th e o r e tic a l v alu es o b tain ed for t. and C and th e component values a v a ila b le . This re s u lte d In a s lig h t change In fr , but not enough to e f f e c t the c i r c u i t o p e ra tio n . These v alu es are * glvan In Table 3 , page 3 I . Tha f i l t e r switch c o n s is ts of a th r e e pole th re e p o s itio n wafer • u ltc h . The f i r s t pole c o n tro ls th e Input s ig n a l, while the second and t h i r d poles put one of th e th re e f i l t e r o u tp u ts across th e re la y c o l l . The re la y c o n ta c ts are connected to th e time readout subsystem end are discussed In the next s e c tio n . TI me Readout Subsystem The t l a a readout subsystem c o n s is ts o f th e elapsed time and sub j e c t time o u tp u ts for th e IIOv, 60 H e rtt d i g i ta l clo ck s and th e r e la t e d sw itching components. The c i r c u i t schem attc Is shown In F ig u re I I , page 32 . T his c i r c u i t stakes use of two a d d itio n a l re la y s because the c o n ta c ts o f th a DC re la y s used In the V O X and th e f i l t e r subsystems cannot handle th e c u rre n t requirem ents o f th e d i g i ta l clo ck s. There* fore re la y s *2 *nd *4* which have sTx v o l t DC c o i l s and two amp c o n ta c ts , a c tu a lly c a rry th e clo ck c u r r e n t. There c o l l s are energised through th e V O X relay X( and the f i l t e r relay K 3 . The elapsed tin e ou tp u t I t energized whenever the V O X unit It ac tiv a te d and thus counts t o t a l speech time while the energization of the subject time output a ls o depends on the f i l t e r system and thus counts subject time only. TABLE 3. FILTER CO M PO N EN T VALUES F i l t e r Oomponent T heoretical Actua 1 A C 1 . 0 mfd. 1 . 0 mfd. L O.Ol henry * 0 , 0 1 henry frequency 1380 h e rtz 1590 hertz S C 0.33 mfd. 0.33 mfd. L 3.3 mhenry 3 .3 mhenry - frequency 4530 h e rtz 4670 hertz c C 0.135 mfd. 0 . 1 mfd. L 1.35 mhenry 1 . 5 mhenry frequency 11,640 hertz 13,100 h ertz n H j *2 «v. O J |t« 6 v . \ FIGURE II. T 117 volt* ec SAT flEAOOUT CIRCUIT SCHEMATIC CONSTRUCTION The layout lor conslructlng the SATomoter Is not c ritical and there arc several alternatives available. In this project the Individual circuits (VOX, audio oscillators and (lite rs ) are assembled on th eir own phenolic mounting boards (Vector-Boerd, etc.) and l-brackets are used to fasten the circuit boards to the elonrt^ijn enclosures. The complete circuit schematic for the SATometer Is shown In F igure 12, page 35 . The audio o s c illa to r s and th e ir power supply are mounted In a , s in g le en clo su re while th e o s c illa to r control switches S |, $2 , and S3 e re Mounted In a separate enclosure which can be held In the o p erato rs hand. The co n tro l box is connected to the o s c f Ila to rs by a four foot length of standard four wire telephone hookup cable. Figure 13, page 3 4 , shows the fin ish ed unit, t The power supply w ill be discussed l a t e r . ) The V O X c i r c u i t and Its battery along with th e time readout subsystem are sounted In an enclosure sim ilar to th a t used fo r the audio o s c i l l a t o r s . Relays Kj and K* are mounted to th e enclosure ■ h lle t h e i r b a t t e r ie s , which ere heavy duty six v o lt ta tte rn b a tte r ie s , remain o u ts id e the enclosure due to th e ir s i i e . The elapsed time and su b je c t time output sockets are female 110 v o lt AC sockets. Cere must be taken when mounting and wiring the time readout subsystem to avoid tin e v o ltag e shock hazards. The m iniature female Jack J3 has been added to the system so th a t a speaker can be plugged In and used to T64i Itor the output of track one while the SAT scoring is taking piece. The f i l t e r unit is mounted In i t s own enclosure and is permanently connecled to th e V O X end, time readout enclosure by a short length of Speaker cable. Switch S 4 is mounted to the front panel of th e cnclo- * sure whllo a l l oth er components are mounted on th e phenolic mounting hoard, Including relay K^. The input leads to th e V O X and f i l t e r u n its are th r e e foot lengths ot speaker cable with suite jacks at th e end fo r connection to the output jacks o t the stere o taperecorder. The VOX, time re ad o u t, and f i l t e r u n it enclosures s ro shown In Figure 14, tag* 38 . 1 i 1 1 , i ■ 1 1 I A complete p a rts l i s t to r th e SATometer system is given In n d © i T k g r t . | . i C J k ] 3 - ® D a : n »'«. I • Irctaty tlc ! h m .u . w M m em ir icicm rtc TABLE 4 . PARTS L I S T 1 System Components Oescr[ptIon Audio O scillato r* VOX f i l t e r a u j , C2# C3 , C4 , C5 , C5 , C7 , c e » C9 Rt , R2 r 3» Rt R v 'R o R7 2 Re* R9» R io h , $2 * S3 0 | . 0 2 , 0 3 C,o C| I C | 2 * C (3 cm ! " m R |2 , R i e * 1 3 *.4 "13 "|6 V S3 Ot* 03 0|. D J *1 * 1 ? 15 C |6 CI7 . " t a * “ 1 * * R20 0.003 mld ceramic 6,200 ohms 2,700 ohms 470 Ohms 3300 ohms 470.000 ohms spst push button switch 2N2924 npn tr a n s is to rs m lniture male phone jack * 10 mfd. e le c tr o ly tic 50v. 50 nfd. e le c tr o ly tic 50v. 0.1 Mfd. ceramic 200 Mfd. submlnltur* e le c tr o ly tic SOv. 1 0 0 . 0 0 0 ohms 3300 ohms (0 , 0 0 0 ohms 1000 ohms 820 ohms (0 0 , 0 0 0 ohm m inlture : potentlom eter 50.000 ohm m lniture potentlom eter Spst on-off 2N40A pnp t r a n s is to r s IK29&A diode Z 110 o r equivalent m lniture male phone jack M lniture fenele phone jack I5v. b attery (Cveready 4 | i ) 3000 ohm 0C relay (C alectro) I Mfd. e lc tr o ly tic 50v. 0.33 o td . ceramic 0.1 Mfd. ceramic (60 ohms 'component d esig n atio n s correspond to those in Figure 12, page 35. All r e s i s t o r s e re i s e t t . System Components O cscript Ion Tim* Readout M iace l* lanooua L| 12 .L i i * k2 0 . 0 1 henry 100 n s. 3 . 3 mhenry 10 0 ma. 1.3 mhenry IOC ma. 1, 8 R2 , ^ 3 2 amp bridge r e t > if ie rs ( In tern et Iona) R ;ctf- f U r) 3 polo 3 p o s itio n wafer switch m ln ltu re male phono jeck 1000 Ohm submlr. itu rc D C re la y (Colo.ctro) K j, ^ < ( ® 2* 83 ?2. >3 phenolic mounting board board so ld erin g te rm in a ls L -b rack ets so ld e rin g term ln els e n c lo su res 6 v. DC re la y , 2 amp contact (C eloctroi 6 v . le tte rn b a tte ry (Eveready 309} M lo ||7 v AC 11 no plug female l|7 v , AC lino plug Vectorboard, e tc . i m . FIGURE 13. AUDIO OSCILLATOR AND CONTROLS FIGURE 14. SATOMETER SYSTEM (38) RESULTS OF PILOT TEST A p ilo t t e s t was run on March |6 , 1971, for the purposes of te s tin g the research procedures and the effec tiv en e ss and r e l i a b i l i t y of th e SATometer. The t e s t Involved six discus ion groups composed * of th re e su b je cts each. Comments regarding the effec tiv e n e ss of the experimental procedures and th e actual SAT scores are contained In the Appendix, page SO. The processing of the date through the SATomster brought to light sev era l problems th a t had not been a n tic ip a te d . These problems re s u lte d In several m odifications made on th e SATometer which have not been mentioned previously but w ill be discussed below. A photo graph of th e complete system as It looked while under operation Is seen In Figure 19, page 40. System M odification The f i r s t problem was a minor one In most instances end Its so lu tio n simply Involved p ra c tic e on the p e rt of the o p erato r. It occurred In step two of th e SATometer pro cess, namely th e addition Of th e Iden tify in g frequencies to th e magnetic tap e. Even with th e forewarning system described previously In o p eratio n , the extent of su b ject In teractio n In several of th e groups was so g re e t th a t some tro u b le was encountered In placing th e frequencies on the tape ac c u r a te ly . * This tro u b le re s u lte d from the fa c t th a t when In teractio n s *E»cestlvr In te ra c tio n s In one group caused Its removal from th e study because It could not be scored accu rately . FtGUFt 15. C C 'PLETE TESTING SETUP r n m Batn+ub C apacitor*. FIGURE 16. RELAY CLICK SUPPRESSION CIRCUIT ( 4 0 * were c lo s e ly spoced the o p erato r had 1o memor fze a succession of sev erel o ra l Id e n tific a tio n s from t e p e r e o r d a r one (re fe r to Figure 6 * page 14) before the corresponding In te ra c tio n s reached the second ta p e re c o rd e r. Considerable p ra c tic e on 1he p a rt of the o p erato r along with r e p l t i t Ion of several of the more d i f f i c u l t groups reduced some of th e e r r o r in these groups. The r e s t of the problems encountered occurred in step th re e ; th e SAT score readout. The i n i t i a l problem re su lte d In no SAT score readout a t a l l , but t t was an easy problem to so lv e. During the p ro cessin g of a discussion through th e VOX, whenever a pause la s ts longer th an th e s e ttin g of the delay c i r c u i t the V O X relay must open. The problem re s u lte d from th e arc occurring when th e re la y opened. The a rc in g was fod back to th e taperecorder a m p lifie rs by th e elec - trom egnetic ra d ia tio n generated by I t . t h i s received noise was of a Strong enough magnitude to re a c tiv a te th e V O X relay which upon opening •g a in produced another a r c . Thus during the pauses the V O X relay os c i l l a t e d and did not stay open as It should. This problem was remedied fey th e use o f a re ta y -c llc k f i l t e r which c o n s is ts of a 25 a fd . "bathtub" c a p a c ito r. I t s I n s ta lla tio n in th e V O X c i r c u i t Is shown in Figure | 6 , page 4 0 . A second problem occurring In t h i s step Involved th e f i l t e r s and the f i l t e r re la y and was th e most d i f f i c u l t to so lv e. The actu al component most resp o n sib le to r th e problem was th e Sony tap ereco rd er, but wo had no s u b s titu te to r It so we had to make m o d ificatio n s a ls o - u n where. As w ltl be remembered, tho frequency of o s c illa to r C Is 11,640 h e rtz , end even though the magnitude of the output voltugcs of th e o s c i l l a t o r s ere approximately equal, the voltages of the e s ig n a ls a t the output of trac k two of th e taperecorder were not equal. The was due to the.frequency response of the tap rreco rd cr and the tape used, and i t re s u lte d In severe atten u a tio n of frequency C. The a t tenuation was so g reat In f a c t th a t even though f i l t e r C attenuated frequencies A and B and passed frequency C th e magnitude of the a t tenuated freq u en cies was equal to th at of the passed frequency C, and thus e l l th re e a c tiv a te d th e re la y . The so lu tio n to th is problem came In th e form of S co tch 's number 290 magnetic recording tape. I t ' s frequency c h a r a c te r is tic s are such th a t when they are combined with the c h a ra c te r I s t i e s of the taperecorder a f l a t response out to 14,000 h e rtz r e s u lt s and th e system works as It was designed to . . A problem re la te d to th e one mentioned above Involves the mag* e ltu d e of th e signal needed to a c tiv a te the f i l t e r re la y . I t Is In th a o rder of two v o lts dc and req u ires several v o lts ec a t the Input of th e bridge r e c t i f i e r s of the f i l t e r . This magnitude of signal was not a v a ila b le a t tha output of the tapereco rd er and It was necessary t o p lace a te e watt a m p lifie r between trac k two of the taperecorder and th a f i l t e r subsystem. The am p lifier was then s e t to give the proper magnitude of signal needed to a c tiv a te the f i l t e r relay . In o rd er to keep t h i s s e ttin g constant from tape to tape the voltage o u tp u t o f th e audio o s c i l l a t o r s must not vary. The o s c illa to r s Ini t i a l l y had a b a ttery supply bur It was decided th a t a tow-voltega power supply was needed 1o keep tho put put v o ltage co n stan t. A s u i t a b le power supply is discussed in the Appendix, page 55. Re I tab II tty T ests ,A ft« r the above m o d ificatio n s were made the body of P rofessor O t e s t e l 's re se a rc h was run through the system. Several su b jects were randomly picked from the tap es and t h e i r d ata was fed through the system four tim e s t o determ ine whether o r not th e design c r i t e r i a on accuracy was being met. T his r e l i a b i l i t y t e s t Involved step Three only and not th e r e l i a b i l i t y of p lacing th e Id en tify in g frequencies on th e ta p e . The r e s u l t s of the t e s t t o r 't h e th re e su b jects are given In Table 5 , page 44, S o b je ;t 021 was su b ject A on Tuesday o f the t e s t i n g , 144 was s u b je c t 8 on Wednestdey, and 216 was su b ject C on Thursday. As can be seen in each o f th a th r e e c a se s th a design c r i t e r i a was met. The range o f a c c e p ta b le v alu es re p re s e n ts a .♦ one percent v a ria tio n from th e mean. i m TABLE 5. RESULTS » RELIABILITY TEST SAT Score S u b ject » ____________________ Keen A cceptable 1 2 3 4 Value SAT range 0 2 1 96 96 95 96 95 . 8 9 4 .9 -9 6 .7 144 69 69 69 69 69.0 6 8 .3 -6 9 .7 216 134 134 134 135 134.2 132.9-135.5 CONCLUSION The SATometer system described In th i s paper re p re se n ts a solu tio n to 1 he re searc h ers need th at Mas achieved under very d i f f i c u l t circum stances. By f a r . In I ts present configuration It doos not » re p resen t the best so lu tio n , but because of th e lim it placed on funds end development time a v a ila b le i t was a su ita b le so lu tio n . There are several problems inherent in th e system th a t are not e a s ily subject to so lu tio n and th i s fact seems to throw some question on the r e l i a b i l i t y of the r e s u lt s , but I believe these questions can be an swered s a t I s ta c to r I ly to ju s tif y tha use of th e system and affirm the r e l l a b i l i t y of the r e s u lts . One problem already discussed concerns th e placing of the Id en tify in g frequencies on th e tap e. The forewarning system described increases th e accuracy of the measuraeant tremendously but th ere were S t i l l occasions where some d if f ic u lty was encountered. This d i f f i cu lty occurred when short subject In teractio n s were p re se n t, but these In te ra c tio n s re p resen t such a small p art of th a SAT score in most cases t h a t they do not serio u sly e f fe c t th e r e s u lt s of th e study. Only In cases where two o r more su b jects had SAT scores in clo se proxim ity could t h i s e rro r e f f e c t the r e s u lt s of the study. For th is reason I do not b eliev e th a t t h i s Inherent e r r o r jeopardizes th e r e l i a b i l i t y of the SAT scores. Another Inherent e rro r Involves the delay c ir c u it of the V3X. |f one re se a rc h e r decides to exclude e l l pauses In speech th a t are g re a te r then one second In the SAT d e fin itio n end another researcher decides to exclude a ll pauses g re ater than one-halt second they w ill got d if f e r e n t SAT scores. Far t h i s seme reason If there Is a s lig h t change In th e delay s e ttin g from one session of data processing to another a change in th e SAT score w ill r e s u lt. A very small change * In the delay can cause a noticeable change In the SAT score In a nine minute d iscu ssio n . This change In delay can be caused by the re se a rc h e r o r by the components of the delay c ir c u it which have to le ra n c e s of + lO 'psrcent. The only 1 1m o th a t th is change Is c r it i c a l is within each d is cussion group and not changes In delay th at occur between one group and a n o th e r. If th e change In delay caused a constant change in the SAT score of each of th a su b jects In the group then It would have no a f f e c t on th e r e s u l t s of the research because th e d ifferen ces be tween sco res a r e of Importance, not th e scbres them selves. A constant SAT soore change brought about by a delay change would not e f f e c t the d iffe re n c e s . However, the SAT tcore change brought about by a very M a ll delay change Is not constant to r each subject of the group e because o f d iffe re n c e s In speech p attern s of each su b ject, if a su b je c t speaks with very tew pauses th e re w ill be l i t t l e change In b is SAT sco re no m atter how the delay is s e t. A subject who speaks ■ Ith more pauses w ill have an SAT score which w ill be a ffe c te d to a g re a te r e x te n t by th e delay change. In t h i s research Ft has been (46) found th a t even though th e re were d iffe re n t speech p e tte rn s present Id 1 he s u b je c ts th a t rude up any one group, the v a ria tio n from a co n stan t SAT score change for each subject duo to a delay change was not very g r e a t. (Three to four seconds.) Thus again t h i s Inherent e r ro r w ill have an e f fe c t on the research r e s u lts only In cases shore the sco res of any two su b jects in a group are In close proxim ity. Another drawback of th e system Is the length of time required to run th e d a te through th e system. In t h i s p a rtic u la r research It was e » on the o rd e r of s ix ty hours. This was not due to an unsolvabte f problem In th e SATometer, but ra th e r to th e fa c t th a t funds were not a v a ila b le to provide for m u ltip le SAT score readouts. e The r e l i a b i l i t y o f th e SATometer once th e various c o n tro ls are se t has been seen to be q u ite high. (See Table S. page 4 4 .) The problems have a ls o b^en seen to be due p artly to ex tern al sources; o p e ra to r e r r o r s , su b ject -speech p e tte r n s , e tc . The u ltim ate system would be one which would not be effec te d by these sources of e rro r. It eould be p o s s ib le , with time end money, to tu rn the present SAT ometer system Into en extrem ely r e lia b le Instrument without the pit* m f e l l s mentioned above, but even w ith these p i t f a l l s the present system has served th e purposes of th e research er and the SAT scores recorded by th e system can be considered q u ite r e lia b le . LIST OF REFERENCES L IS T OF REFERENCES A.R1R.L. Handbook. (969 e d itio n . Newington, C onnecticut. American Radio Relay League Inc. 1969. B And K In ftrum ent Handbook. Copenhagen, Denmark. Or boa P rin t Company, 1966. C a rro l, John M. E lectron Devices end C irc u its . New York, New York, McGraw-Hill Book Company Inc. 1962. GE T ra n sisto r Manual, seventh e d itio n . New York, New York. General E le c tr ic Inc. 1964. IBM Speech A nalyier. Communications New*. February i97J . Wheaton, I l l i n o i s . Brook-Hiit Publijhtng Company. I9 7 I. RCA T ra n s is to r, T h y risto r, and Diode Manual. H arrison, New Jersey. Radio C orporation of America. 1969. ' Richardson, £ . G. Sound. London, England, Edward Arnold and Company. 1927. Rydar, John 0 . Networks, Lines, end F ie ld s . 2nd. e d itio n . Englewood C l i f f s , New Jersey. Prentice-H al I Inc. 1955. Seeley, Samuel. E le c tro n ic C irc u its . New York, New York. H olt, R in eh art, end Winston Inc, i960. « -Wood, A. B. A Textbook of Sound. New York, Hew York. The MacMillan Oompeny. 1930. . m i A P P E N D IX A: M EM O RAND UM - — k i Slats of California * FroiHt SlbK Colh<) Irtliw , tatlfM l* till hi © i;i o r a i; c 3 o vn I jt* t 0epar1e»ent of E ngineering Dot* ■ January 14# 1971 ! Me Neu Georgo O le s lc l, A s s is ta n t P rofessor from ■ Speech Commun Icat ion Swbftch Need fo r Instrum entation In th e course of my doctoral d is s e r ta tio n I need scmeone t o develop e system fo r measuring th e amount of elapsed time d u rin g which speech a c ts take p lace. T his measurement c o n s titu te s » • dependent v a r ia b le in my experimental design and however simple I t M y sound t o an engineer# Is a measurement o f co nsiderable Import t o me and my d is s e r ta tio n p ro je c t. I would be o u s t a p p re c ia tiv e If I could find# create# m otivate# c a j o l , bribe# o r frig h te n one of your b rig h t stu d en ts t o HELP m on t h i s p r o j e c t . M y funds are n o n-existent# b u t I w i l l c e r t a i n l y re c ip ro c a te In any way p o ssib le* (Soose) H ELP A P P E N D IX B: T A P E R E C O R D E R S P E C IF IC A T IO N S TECH N ICA L S P E C IF IC A T IO N S FO R SONY T C - 2 0 0 TAPERECORDER 18a Category Spec it teat ton Power Requirement 117 v o lte , 60 cycle, 70 w atts Top* Speeds Instantaneous selectio n 71 Ips « o r 3 3/4 tpe ( 19 or 9.3 cps) Frequency Response 30-14,000 cps a t 74 Ips ♦ 3db 50-10,000 cps a t 3 3/4 Ips S ignsl-to-N otee Retlo 46db F lu tte r end How le e s then 0.195 *+ 71 Ip* orid less then 0.235 3 3/4 fps Erese Heed In -lin e q u a rte t track Record/Playback Heed In -lin e q u a rte r track • le e Frequency • Approx. 33kc. .Rawer Output 2 x 1.5 w a tts (aax.) i ! I i i ! t l 1 A P P E N D IX C: PO W E R S U P P L Y A SOL ID STATE POKER SUPPLY The power supply shown In Figure AM, page is e simple fu ll- wave bridge r e d I f ie r to(lowed by e cap acitiv e input f i l l e r . The output of the supfly is 25 v o lts end e s u ita b le voltage divider can be connected to the output to obtain the needed 2 0 v o lts for the audio o s c i l l a t o r s . For the SATometer the supply was enclosed In a fM11 aluminum box w ith the transform er mounted outboard as seen In fig u re 13* page 36. The bridge r e c t i f i e r and th e f i l t e r components al M r s mounted on a s ix section soldering term in al. A complete p a rts l i s t for th e power supply is given In Table A -I. TABLE A-I. POW ER SUPPLY PARTS LIST Component D escription $1 sp st on-off switch * 1 47*000 ohm {watt 1 * 0 0 0 ohm " *3 ‘ 4(700 Ohm * • C |, cz a, 30 mtd. 5 0 v, e le c tr o ly tic ||7 v . to 25v. sc transform er 5 amp 2 amp bridge r e c t i f i e r ( in tern a tio n al R e c tifie r) - Hi seellan eo u s aeon lamp male Una plug and connecting wire aluminum enclosure soldering terminal to r mounting components ^ R! = D = ^ I y M ton ^ t 17 v o t t t PtCURE A -t. « l OSCILLATOR POW ER SUPPLY A P P E N D IX D: D ISSE R TA TIO N BY P R O F . G E O R G E D IESTEL, A P P E N D IX F P O S T -D IS C U S S IO N Q U E S T IO N N A IR E 188 1 8 9 I i * i s MOTHER'S KAIOEN N A M E /w A -ll I. A r t you a friend of e ith e r of the two other students: yes_____ no 2. Will you premise not to discuss th is research session u n til next Monday: v «., K . •»------- 1 S. Would you tike a p rin ted copy of th i s stu d y 's r e s u lts and purposes: purpo: 1 2 - * _ ves A no_ (If* "yes", give your permanent address. The re s u lts w ill be mailed I during the summer so £fve your permanent address not your local one If ' they are d iffe re n t.) The envelope w ill be addressed to fresno S tate S H 9 . UV U a r ^ l ______ S treet number K negnfr C aL'C . 9 JL Z ^ 5 C ity , S tate Zip Code 4 . Sometimes a follow-up study Is done by m all. Would you cooperate In such a follow-up If we contacted you by teal I In the next couple of weeks: y » » ..& .. "O--------- 5 . Old you know beforehand what the discussion topic for your group would be: ft. In one sentence please s ta te what you think the purpose of th is study was: j ■Jm w , - tcfijhinLx c i z B t i o A t t ___ u m t i lc f— f l p / e ct CPvWm ^ r y i* | f o p c I 7. Have you ever p a rtic ip a te d In an o f f ic ia l research p ro jec t before; ^ | i ft. Please give your p ro fe s s o r's la s t name end th e time of regular c la s s meeting: Adams________________M V F ____ m£L _ _ Name T ime ft. you can be assured th a t no use of y o u r p a rtic ip a tio n w ill be made to which you could bo Id en tified . 10. Old you enjoy p a rtic ip a tin g In th j s p ro jec t: ves *C no H huT l4- u s e I U ^ e j w » * f j _________________________________ II . Thanh you. M ew w elt. A P P E N D IX G RAW DATA L IST IN G 190 d is s e r t a t i o n raw data o r g e pr o e coward o i e s t e l i PHD RESEARCH UNIVERSITY OF SOUTHERN CALIFORNIA I AN EXPERIMENTAL TEST OF FtSHREINPS BEHAVIORAL INTENTIONS | MODEL IN the PREDICTION OF INTERPERSONAL COMMUNICATION ACTS LEVEL A INCLUDES ALL RESPONSE CATEGORIES 12345671234567 123456712345678 1234567 AAARCCDECEEEEEFFFFFFFOHIJKKKKKKKLLLLLLLL/M/NNNNNNN/OOOPPQORRR COLUMNS IN FIELD LCNSTH NUMBER of t im f s cateqorv repea ted 0 3 AalOENTlFICATION R>SEXt 1-MALE 2»FEMALE C-AAE OaRACE* 1 - B la n k 2-BLACK 3-RROWN 4-WASP SaOTHCR EaSFMANTIC DIFFERENTIAL SCALES TOWARD TOPIC F-SEmaNTIC DIFFERENTIAL s c a l e s TOWARD a c t OF DISCUSSING TOPIC 0-NORMATIVF RELIEFS PRIVaTF H«MOTIVaTION to comply p r iv a t e 1-NORMATIVF r e l i e f s s o c ia l J*MOTIVaT I0 n TO comply s o c ia l K«RFHAV|OR»L DIFFERENTIAL SCALES (K(T1*BIEA1 L«SFLF PERCEPT ION WEIGHTS /■BLANK FIFLO M-LFVEL OF EXPERIMENTAL OFSIQN. 1-A 2»B 1»C N-POST DISCUSSION QUESTIONNAIRE 1"YES ?«NO o« sat S c o re s p e e c h - act- ttmf c r it e r i o n measure-* * * * * * * * * * * -* * * * * * * P*SUM OF SEVEN RESPONSES In E-E1ELO AO Q«SUM OF SEVEN RESPONSES IN F-FIELD A -A C T R-FRl 0 -F!ELO*G-FIELO t H-FIELO • I-FICLO x J-FICLO F B I 4*0(C O N T R O L I A I o i ?! !! 9 1 M ? i B 1 9 ! 7 I ? ? e Z 9 t • 3 3 1 3 2 2 7 1 4 4 6 4 3 4 4 4 4 3 4 4 4 4 6 2 1 1 5 5 4 4 4 4 4 2 2 4 2 1 3 4 ] 1 2111221 0492927046 3 1 4 1 2 5 1 S 4 5 4 4 4 4 4 4 4 4 4 4 4 4 5 5 4 5 5 * 4 4 2 2 3 2 3 2 2 3 3 3 1 2112221 0241078068 31 5 2 3 0 1 6 6 6 6 5 6 7 6 5 6 6 4 5 6 2 4 2 2 6 6 5 4 6 6 6 0 1 1 2 1 1 2 2 I 2111221 193423S0S4 3 A 1 U 9 1 4 5 4 S 4 5 5 6 6 S 6 6 7 7 7 4 4 S 6 6 4 7 6 6 6 2 2 3 2 1 2 2 1 1 7111111 0673343103 3 0 2 2 1 9 1 4 3 6 5 4 5 4 6 5 6 6 6 6 6 6 1 4 4 5 5 4 7 6 6 6 3 2 3 2 1 2 3 2 I 2111211 1373141063 3 0 3 2 1 6 1 4 4 4 A 4 6 6 S 5 7 5 4 6 4 ?6 m 6 6 4 T 7 4 6 2 1 1 4 U 2 4 1 2111221 1033436049 0 0 1 1 1 9 1 7 7 7 7 7 4 4 4 4 4 4 5 4 4 7 4 7 7 6 5 4 5 6 6 1 5 4 2 2 1 1 2 5 1 2112222 0574330107 0 0 2 1 1 9 1 4 4 5 7 4 4 6 6 6 6 4 6 6 6 4 6 4 4 5 5 5 6 6 6 6 2 3 3 3 3 2 3 3 1 2111221 2153540000 00 3 2 2 1 5 4 5 7 6 7 4 3 7 7 4 4 5 6 6 6 6 4 4 5 5 4 5 5 5 5 4 4 2 3 1 1 4 2 1 2011211 0623636000 0 0 4 2 U 1 2 1 4 7 3 7 2 2 2 4 4 4 2 4 2 2 2 6 4 4 3 S 4 3 3 3 4 2 3 2 4 3 5 1 2212221 1451672030 of>512 0 1 6 6 7 7 6 7 5 4 4 7 4 4 4 7 4 3 1 4 5 5 5 5 5 7 3 2 4 1 3 1 1 1 4 1 2111221 0084434050 6 0 6 2 2 1 1 6 6 4 4 5 6 4 5 4 6 6 6 6 6 4 4 6 4 5 6 4 5 5 5 5 1 1 1 2 1 2 2 3 1 2111221 0443539079 0 1 0 2 2 5 1 4 4 4 4 4 4 4 5 6 6 5 5 6 6 4 4 3 4 4 4 3 4 4 7 3 3 3 2 2 1 4 4 3 1 2111221 17T241A066 ^ 1 1 1 2 1 1 4 7 7 7 4 4 7 4 4 6 7 4 6 6 4 7 3 2 5 5 4 4 4 4 4 3 2 2 2 3 5 2 1 1 2111211 1731173067 M 2 1 1915565555T 77 77777631 764766644311121 1 2 U 1 Z 1 1 0735649094 M i l 191337744 6777 7 7 7 7 7 6 2 4 6 6 4 ? 55523221112 1 2 1 1 1 2 2 1 0643439089 *1 /(? 1 9 1 1 7 ? 7 3 1 5 4 4 4 4 4 4 44524664656622221 111 1 2111221 2112678056 m 2 i# U 0 fcE « l UIWU 1 U lS (C S $b n b tW t*< ib *S t*«K & m »«t26ll$V V U 0S*6t«U II2IIU 1 M l l U S 2 m i 9 V « * U * U S S t U U U m i i W * i t » * ■ »•»• » » > WM>* — m M B -4 Jl • -4 » •4 -4 > ■ 4 -4 » »<4» •4 • ■ * B m * t» > •« « • 4 > » > B 4 1 •4 B » 4 B » •4 B B b — w » » » » tB J l * b ib b b b ■ > b b » j» ib ji » 4 ib " u w u # » MNM WUIN J ' 3- * • IB .B Jl o « • BO B m b — IB B -4 BOB o B ib ib -4 ib o 4 o IB b U 9 ^ O B I B B IB » » ib o b ib o O B IB B W ♦ IB Jl -4 IB Jl -J » * - J I B U l 4 b < 4 m NUU m o m M > • J* S' Jl -J l Ji 4 O ' IB B h » o O M O BO B > 4 0 O < 4 O O O O BM B 4 0 0 » » -4 9* O 4 I B IB 4 » » 4 * IBB BOO IB IB tB ► (IB IB 4 0 IB-4 IB B-4B B-JB lU ID M B N - N N - »• 3- 3 < 3* > ■ O O -4 » 3 3 B B B B IB B W » ■ 3 > • > ' B B B •■■MM M M M M M I — M-» N MM MMM - I I I - « — « IB B B •BOB 4 B IB 4 > J B B B IB B B 4 » B B IB B 1 4 B B B B B B IB B IB B B B IB B IB |B 1 4 1 4 IB — 4 J W — B B B B O OM IB » 1 4 IB B B 4 » 4 O » M 3 > 4 4 3 N B hi 1 4 1 4 B B N - U M M I4 N N M M M M B B B B B B B IB B B B B B B B B 4 < 4 1 4 hi 1 4 tB Jl I D IB 1 4 (B M O B B 4 IB B O M ■ 4 IB (B O ■ 4 ( B < B -4 IB -4 N » B B B IB B B O B B B > B > m b 1 4 B N N u i ru IB IB 1 4 M 1 4 1 4 M tU M I IB IB IBN . 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1"12161** * * 4 * * 5 * 4 5 4 5 3 * 7 * 2 10212716*54666**55*563222 10311914*7455677*5*76653* 1 6511924*7754777775777711 14*210236*2*3255**5675515 1062191336*553*66665636*2 1472195536*95*5*5**55*532 10012*1747**755653667*612 1092191**6436767756775721 1102101****************3* 111110111*121*******7**12 112120121*73*2**5**572*21 11311912244***53*****6*** 11*2191576*567676*66777** 1151191**55555*3*3***37*4 11621914*67*45*376*672*11 1170101**43**53*33223*5*2 11012052*7766677776776532 11921*17777777**7*437171* 1 2 0 1 2 * 1 T6TT6T646744TT754* 1211231366766754676773522 12221011121212********31* 11241222 2 1 1 1 1 2 1 1 0*1443*006 22121331 2 2 1 1 1 2 2 1 046404909* 33342522 2 2 1 1 1 2 1 1 04125*7071 2 2 2 1 1 2 2 1 2 2 1 1 1 2 1 ) 0342432060 24*32334 2 2 1 1 1 2 2 2 04*39330*3 131*1221 2 2 1 1 1 2 2 1 10639*0002 42231322 2 1 1 1 1 2 1 1 131*1*7097 41111511 2 1 1 1 1 2 2 1 0*62*36066 2 2 2 1 1 2 2 2 2 2 1 ) 1 2 2 1 1573139065 34213*31 2 2 1 1 1 2 ) 1 0463*32050 *5125531 ? 2 1 1 1 2 1 1 326391006* 43121121 2 2 1 2 2 2 1 0*030*5082 442**33* 2 2 1 1 1 2 2 1 1572026056 32211*21 ? 2 1 1 1 2 2 1 13*1*310*9 44211122 2 2 1 1 1 2 2 1 1152333047 2 1 1 4 1 )1 1 2 2 1 1 1 2 1 1 2402*30070 1 2 2 2 1 ) 2 1 2 2 2 1 ) 2 2 1 146*0*2107 222113*3 2 2 1 1 1 2 2 1 0393326063 22321221 2 2 1 1 1 2 2 1 2443639052 344*333* 2 2 2 1 1 2 2 1 07128200*0 44341332 2 2 1 1 1 2 2 1 11930*0004 15211212 2 2 1 1 1 2 2 1 211*9350*6 2 1 1 1 1 1 1 1 2 2 1 1 1 2 2 1 072*4*309* 1*221321 2 ? 1 1 1 2 1 1 13**3**063 14211221 2 2 1 1 2 2 2 1 04910780*4 ?31 1 8 1 3 3 4 6 4 3 2 5 5 6 5 5 6 5 5 5 3 3 7 4 1 1 8 1 4 3 * 6 * 6 6 5 5 4 * 4 5 6 * 1 * 4 7 5 2 1 9 1 7 7 7 7 7 7 7 * 4 7 4 4 5 7 4 4 4 4 7 6 U 8 1 5 5 4 3 4 5 4 6 5 7 3 4 6 5 6 5 6 4 2 7 )1 8 1 4 4 5 7 4 5 3 5 4 4 4 4 4 4 4 4 4 4 7 8 2 1 9 1 4 4 6 5 4 5 4 5 5 5 5 4 5 5 4 4 5 5 7 9 )2 0 1 4 2 4 * 4 1 * 6 6 6 4 4 6 4 5 6 6 1 1 0 1 2 2 1 4 5 4 5 5 6 6 5 5 6 6 5 5 5 7 6 5 5 3 1 1 2 1 1 6 6 6 7 4 7 6 4 4 4 3 4 4 7 ? 7 17 3 2 2 1 8 1 6 3 7 5 6 6 7 6 6 6 5 5 7 7 5 6 5 4 3 3 1 1 9 1 5 4 6 4 6 5 7 7 6 7 7 7 7 7 4 4 1 4 3 4 2 1 9 1 2 3 3 * 4 2 4 6 6 6 6 * 6 4 4 6 3 4 3 5 1 2 6 3 5 5 7 7 7 7 7 4 4 4 3 4 4 7 4 4 1 4 3 6 2 2 0 1 5 4 6 5 6 6 6 5 5 5 5 5 6 6 6 7 2 2 3 7 2 1 8 1 7 4 6 7 4 4 4 7 7 7 7 4 7 7 4 4 4 4 3 0 2 1 9 1 7 7 7 7 7 7 7 7 7 7 6 7 6 7 4 7 1 4 3 9 1 2 2 1 6 6 7 7 6 7 5 5 5 6 6 6 6 7 6 7 7 6 4 0 1 1 4 1 4 4 6 4 4 4 4 3 1 7 1 3 4 7 1 7 i f 4 1 2 2 1 1 5 5 4 7 6 6 7 7 7 5 7 4 7 7 5 5 4 4 4 2 2 1 8 5 6 6 6 4 6 6 6 6 5 6 4 4646514 4 3 2 2 0 1 6 6 6 6 5 6 6 4 3 6 6 4 5 4 4 3 2 4 4 4 1 1 9 1 5 4 6 4 5 6 6 6 6 6 5 5 6 6 6 6 3 4 4 5 2 2 1 1 6 2 5 7 6 5 5 5 5 7 7 7 7 7 4 4 1 * 4 6 2 1 9 1 * 4 4 4 4 4 4 7 7 6 5 7 7 6 5 5 6 4 4 7 1 2 0 1 * 3 6 4 5 5 7 7 7 7 5 5 7 7 7 5 1 4 4 8 1 1 9 1 3 4 4 5 4 4 5 4 5 4 4 4 5 5 2 4 2 4 4 9 2 2 8 1777T 7 T 7 2 3 4 4 4 5 3 7 4 4 3 8 0 1 2 1 1 6 6 6 6 6 6 6 S 5 6 S 4 5 7 5 2 4 4 5 1 1 2 2 1 7 4 7T 4T 7 * 4 444441714 5 2 2 1 6 1 5 5 7 4 4 5 5 6 6 6 5 5 6 7 5 6 4 1 4 3 1 1 9 2 6 5 7 4 7 6 7 7 7 4 6 5 7 3 7 7 7 1 5 4 1 2 0 1 2 3 5 3 5 4 5 7 7 6 6 6 6 6 6 5 6 6 5 5 2 1 8 1 5 * 4 4 * 4 4 7 7 7 4 * 7 4 * 4 4 4 5 6 1 2 8 1 7 7 7 7 5 7 7 7 7 4 7 * 7 7 * 4 4 * 5 7 1 1 9 1 4 4 4 4 4 4 3 4 4 4 4 4 5 2 2 3 4 2 6 1 2 2 0 1 1 1 1 1 1 1 1 * 4 * 4 * * 7 1 7 1 7 6 2 1 2 0 5 7 6 6 7 6 7 * 7 7 7 7 7 7 7 4 6 4 5 6 3 2 1 * 1 * 4 * 5 5 * 4 7 7 7 7 7 7 7 7 5 5 7 6 4 1 1 9 1 6 4 6 7 6 7 5 5 5 5 5 6 6 5 6 5 4 5 6 5 1 1 9 1 7 7 7 7 7 7 7 7 7 7 7 7 7 7 * * * 1 6 6 2 1 8 1 * 3 * 4 * * 5 5 5 4 * * 5 5 4 4 5 3 4 7 1 2 0 1 6 4 6 * * 6 5 4 6 5 7 4 * 7 * 5 2 4 4 6 7 2 1 1 1 2 6 4 4 3 7 4 4 4 4 4 4 4 1 7 1 1 6 9 1 1 9 )4 4 4 6 5 5 4 4 4 4 * 4 5 4 5 5 3 3 3 3 * 3 2 3 4 2 2 71 1 1 2 1 0*32537071 12231121 2 2 1 1 2 2 1 2 1 7 3 3 3 3 0 5 3 *3251541 2 ? 2 1 2 111*935067 3 5 2 3 2 4 5 3 2 2 1 1 2 1 1 0793036090 2 2 1 2 1 1 2 1 2 2 1 1 2 2 2 0*23229061 2 2 2 1 1 1 3 2 2 71 2 2 2 1 0 3 5 3*3*075 2 ) 1 2 1 1 2 1 2 72 1 1 2 1 1 7575*2064 21211521 2 2 1 1 2 2 1 2 7 0 3 7 3 6 1 0 5 2 3221131 2 72 1 2 2 1 273*230051 2 4 4 3 2 5 3 5 2 71 1 1 2 1 0 8 6 *0*2092 * 4 4 2 1 5 5 2 2 2 1 1 2 2 1 0 7 7 37*8076 34241344 2 71 1 2 2 1 13170*0076 11231121 2 71 1 2 1 1 07245320*0 1 1 1 1 2 1 ) 2 2 2 1 1 2 2 1 1763*37083 121*5532 2 2 2 1 2 2 1 1 743646086 23141121 2 2 1 1 2 2 1 0*3*947086 241*1141 2 2 1 1 2 2 1 2 3 7 * 4 * 1 1 2 5 *3222411 7 11 1 2 2 1 0 T63 3 ?6 0 3 4 34244331 2 2 1 1 2 2 1 1 19*2*4065 14121121 2 11 1 2 1 1 1 76*235069 1 1 1 2 1 1 2 1 2 2 1 1 2 2 1 1694131051 2 2 3 2 2 2 2 2 2 2 1 1 2 2 1 07 9 3 7 4 0 0 6 6 2 1 1 1 1 2 1 2 2 2 1 1 2 2 1 092 1 6 4 5 0 6 5 2 2221431 2 71 1 2 2 1 1 597^4 5 0 9 4 2 3 * 1 1 1 4 2 2 71 1 2 2 1 1 60354508* 21111131 2 2 2 1 2 2 2 08329310*7 2 1 1 1 2 2 1 3 2 2 1 1 2 2 2 07* 4 9 7 5 0 4 5 2 2 2 1 1 1 2 2 2 2 1 1 2 2 1 1n 9 *237063 5 5 5 5 5 5 5 5 2 2 2 1 2 2 1 074 4 3 2 8 0 3 9 4 5 2 2 )4 2 3 2 2 1 1 2 1 1 11 1 3 7 * 1 0 7 5 5455223S 2 1 1 1 2 1 2 5 1 * 3 3 9 0 9 5 34321441 r 1 1 1 2 1 1 06528*4110 1 1 1 2 )3 )1 2 2 1 1 1 1 1 067294Q 072 1 1 1 1 1 1 1 2 2 2 2 1 2 2 1 37 * * 7 * 3 0 7 5 2 * 1 1 1 1 2 2 2 2 1 2 2 2 1 2 06827270*1 3 1 1 1 1 )1 2 2 2 1 1 2 2 1 040 0 7 3 1 0 4 5 * * * S ) 342 2 1 1 1 2 2 1 1384549093 2 4 1 4 )4 * 1 2 1 1 1 2 2 1 16630*9119 13121111 2 1 1 2 2 2 1 1164137067 13111111 2 1 2 1 2 2 2 173*949069 34223321 2 2 1 1 2 2 1 0752632063 5 3 2 3 )1 3 1 2 2 2 1 2 ) 1 1763741069 1 2 2 1 1 2 1 1 2 2 1 1 2 2 1 24 3 7 6 7 8 0 3 6 5 343 1 3 3 4 2 2 1 1 2 2 1 0163129063 end or raw oa ta f o r g ro u p a LFVCL C 1 2 3 * 5 6 7 1 2 3 * 5 6 ? 1 2 3 * 5 6 7 1 2 3 * 5 6 7 8 12 3 * 9 6 ? 444BCC0EEEEEEEFFFFFFFGHIJKKKKKKKLLLLLLLL/M/NNNNNNN/0002*Q9Rftft C4TC00R1ES NOT 1NCLUOEO ON THI3 LEVEL OF EXPERIMENTAL OEs ION F ONITTEO ON LEVEL C F OMITTEO ON l e v e l C P o m it t f o ON LEVEL C 0 o m it t f o ON LEVEL C ft o n it t f o ON LEVEL c 7012101 6 6 * 6 6 6 6 2 2 1 2 3 5 3 1 3 2111221 1*9 *0*2191 6 5 * * 5 * * * * 1 2 2 2 2 2 3 2111221 050 2031161 5 5 5 * * 3 * 5 2 3 1 2 5 3 2 3 2111221 155 *0*1181 5 5 * 6 6 7 6 1 2 2 * 1 5 3 2 3 2121221 056 2052181 66577 T 7 2 2 1 2 1 5 2 2 3 2111221 0*« 2061201 6 6 * 6 6 5 6 3 3 1 2 1 5 1 5 3 2111221 165 9072181 6 5 5 6 5 5 5 3 2 2 2 2 2 3 2 3 2111221 039 2062201 5 5 * 6 9 5 5 2 * 2 1 1 3 3 3 3 2111221 14* 2091251 6 5 5 6 5 * 5 2 2 1 * 1 2 1 1 3 2111221 170 2101201 5 4 * 5 * * * 3 3 * 4 3 * 3 2 3 2111221 110 *112191 5 4 3 5 3 5 3 2 2 1 2 2 2 2 2 3 2122221 039 2121261 6 6 * 6 6 6 6 2 2 2 1 1 1 1 1 3 2111221 233 2131191 6 6 5 6 6 5 5 2 * 1 2 1 1 1 2 3 2111221 2fl3 21*^191 6 5 * 6 5 9 6 2 2 3 * 5 5 5 2 3 2111221 178 2152161 3 3 3 3 3 3 3 2 2 1 2 1 1 3 1 3 2111121 022 2162161 3 2 2 3 2 3 3 2 2 1 2 1 1 3 1 3 2111121 i n ? 21 ?2 1 9 1 5 * 3 * * 3 3 3 * 2 * 1 1 2 1 3 2111221 008 2181201 5 5 * 5 5 * 5 3 3 3 2 1 * * 2 3 2111121 196 2191201 66*66**3 2 1 3 1 3 1 1 3 2111221 113 2202201 5 6 4 5 * 5 * 2 2 2 2 1 1 1 2 3 2111221 126 2211191 3 3 * 5 5 * * 3 2 2 1 1 2 3 2 3 2111221 105 2*21161 5 5 * 5 5 5 5 2 2 * 1 1 1 2 * 3 2111221 163 2*32201 5 5 * * * 3 2 5 3 1 2 1 * 3 3 3 2111221 1*6 22*2191 6 5 * 6 5 * 5 2 1 1 2 1 1 1 5 3 2111221 130 * 2 5 1 2 2 2 6 7 7 * * * * 5 5 2 1 1 1 2 1 3 2111221 191 2262191 5 6 3 5 6 2 2 * * * 2 1 2 * 5 3 2111121 075 *272211 6 5 * 7 5 1 7 3 * * * 2 * * * 3 2111221 006 2262161 6 6 5 6 5 * 5 2 2 1 1 1 1 3 1 3 2111221 071 2*91231 5 5 5 5 5 5 5 1 3 * 2 1 1 2 2 3 2211221 100 23 0 2203 6 6 5 6 6 5 5 2 1 1 1 1 1 1 1 3 2111221 160 2312191 3 6 4 3 4 4 4 2 3 2 2 4 4 2 2 3 2111221 005 23 2 116* 3 3 3 3 3 3 3 2 2 2 2 1 3 1 1 3 2111221 016 * 3 3 1*01 6 6 4 7 7 7 7 2 2 1 3 4 4 3 2 3 *111221 096 * 3 4 1 **1 5 6 4 6 7 * 3 3 4 5 4 1 4 3 4 3 2111221 191 * 3 5 * * 0 3 5 5 3 5 5 4 3 3 3 2 2 2 2 * 2 3 2111221 019 * 3 6 *201 5 6 3 3 4 4 4 5 4 1 1 2 2 2 2 3 2111221 090 *371161 6 75 6 6 5 5 * 3 1 2 1 1 4 1 3 *1112*1 2*0 * 3 6 *221 6 6 4 7 6 7 5 3 3 3 2 1 1 4 4 3 *111221 117 2 3 4 *201 6 6 5 4 4 3 3 2 1 1 2 1 3 2 2 3 2111221 095 * 4 0 * * 1 5 7 227 * * 2 2 4 1 2 1 3 1 1 3 * 1 1 )2 2 1 169 * 4 1 1 1 9 2 4 6 3 5 6 6 6 3 4 * 1 5 4 2 1 3 2111221 046 * 42*181 6 5 4 5 5 4 3 2 4 1 U 2 2 2 3 *111211 150 * 431181 6 6 6 6 6 6 6 2 4 1 3 1 5 1 1 3 *111221 216 '* 4 4 * 1 6 1 6 6 4 6 6 6 5 2 1 1 1 1 1 1 1 3 *111221 095 * 4 5 *211 5 4 4 5 5 5 5 2 3 2 4 2 2 1 2 3 2111221 122 * 4 6 1 1 9 5 4 4 3 4 4 4 4 2 2 2 3 1 1 3 1 3 2211221 076 * 471151 7 6 4 5 5 5 7 2 5 2 3 1 1 2 1 3 2 2 1 )2 2 1 11* * 4 8 * 1 9 5 4 4 3 4 2 4 4 2 2 3 3 2 1 3 2 3 2111221 106 * 49*211 5 1 3 5 2 6 5 3 4 5 3 3 3 4 5 3 2111 2 015 * 50*231 6 6 3 6 3 * 2 4 4 3 2 2 4 2 3 3 2211221 206 * 5 1 1191 3 2 2 3 2 * 2 2 4 4 2 1 2 2 2 3 2111221 035 * 5 * * 1 8 5 3 2 2 3 2 3 3 1 4 4 2 U 2 2 3 *2?1221 06$ * 531191 5 5 5 5 5 3 4 3 4 2 4 2 4 2 2 3 2111221 110 * 5 4 1 1 9 5 4 5 2 3 3 4 4 3 2 3 4 1 3 4 1 3 2111221 0*7 255*221 3 6 5 5 6 5 5 1 1 1 3 1 4 1 2 3 *111221 100 2501201 3 6 5 7 5 5 5 3 5 2 5 4 5 3 5 3 2111221 287 * 5 7 1161 5 3 3 5 2 3 1 3 5 4 3 H 4 5 3 2112212 049 *56*201 6 6 4 5 5 4 4 4 4 1 4 1 5 1 2 3 1111221 174 *59*191 4 S 4 4 5 5 5 3 4 2 1 1 U * 3 1111221 063 *601201 6 6 5 5 4 4 4 1 1 1 1 1 1 1 1 3 1111211 217 *41*181 7 6 5 7 6 4 4 5 3 1 1 1 1 1 1 3 2111221 150 24*2211 5 6 4 5 6 5 5 * 4 2 4 1 4 4 3 3 2111221 061 *631001 176444235511511 3 2111121 064 2 6 4 **01 5 2 3 5 * * 5 2 4 3 3 1 4 2 5 3 1111221 112 * 6 5 *181 5 5 3 5 5 6 6 2 3 2 5 1 1 1 4 3 *111221 039 2 6 6 1201 7 7 3 4 5 5 4 2 5 2 2 2 5 4 3 3 *111221 169 END OF R*H OATA FOR OROUF C LEVEL D (CONTROL 6R0UF1 f 2 3 4 9 6 7 1 2 3 4 5 6 7 1 * 3 4 9 6 7 1 2 3 4 5 6 7 6 T234S67 *4ANCCD£CF*CEEFFFFFFFflHlJKKKKKKKLLLLLLLL/M/NNNNNNN/flftOFFOORRR CATE90R1ES NOT INCLUDED ON THI9 LEVEL OF EXFCRIHENTAL DEM6N E QMITTFO ON LEVEL 0 F OMTTTrn ON LEVEL 0 A OMJTTFn ON LEVEL. 0 H OHTTTFn ON LEVEL 0 T • OMITTEH ON LEVEL 0 1 OMTTTFD ON LEVEL 0 * OMJTTFn ON LEVEL 0 L AHMINISTEHED AS A POST OISCUSSSJON o • o m it t f o on l evel 0 9 OMITTFO on l ev e l 0 n m i n H iSSI NO 4 2111221 009 A4B1191 HlSSINO 4 2112221 115 4091201 Ml SSINO 4 1111221 155 M 9 U 9 1 M1SS7NO 4 2111221 160 A701191 MISSINO 4 2111221 134 A212191 MlSSINO 4 2111221 103 "497181 MISSINO 4 2111221 1A0 "401191 MISSINO 4 2111221 n o A411201 MISSINO 4 2111221 111 3642181 34112521 4 2111211 064 IASI 191 32441432 4 2121211 075 1062183 32131131 4 2111221 019 Ta7 1 191 35231421 4 1111221 043 3"8?191 44241321 4 2111221 in ? 3092181 2111221 071 3101191 33322344 4 2111221 009 3112211 11211111 4 2111221 115 3121201 241-21511 4 2111211 119 1167185 12221332 4 2111221 050 3 1 7 1 2 U 32111121 4 7112221 103 3181291 22211112 4 2111211 137 3192201 23231222 4 2111211 044 3202271 21121311 4 2111221 218 3211191 31112121 4 2111221 054 1721241 23241232 4 211112 103 1731101 23231121 4 2111221 158 3242225 24321421 4 2112122 013 3751231 4 4311222 4 2111221 039 1761191 52221521 4 2111211 109 3772201 22332223 4 2112221 070 17P2201 42241321 4 2111221 134 3791191 34422232 4 2111211 091 1301201 53111212 4 112221 098 3311191 43321325 4 2111221 246 3322191 22214441 4 2111221 010 1331221 23421121 4 2111221 116 1371221 22124422 4 2111221 043 1382293 11111112 4 2111221 210 3392291 23111*22 * 2111211 151 3*01162 33*23323 * 2221222 021 3*12101 223111*1 * 2111221 210 3*21201 22421111 * 2111221 051 3432231 23211111 * 21112 1 11* 3**1231 221*1122 * 111221 1*5 3*5119* 2*212221 * 2111221 0*2 3**1221 *22*12* * 1211221 OA* 3502201 2 1 1 5 U U * 2111221 0*9 3511233 11251111 * 1111211 209 end of raw data for aroup 0 END OF all raw DATA FOR ALL OROUPS wnf A P P E N D IX H R E M IN D E R L E T T E R ItA T l or C A ll/O tN IA FRESNO STATE COLLEGE N U M Q . C M IF O tN U R T It April 7, 1971 Osar Studant, Thl a If to raatlnd you of your appointment for tlvo reaaarch pro ject naxt week. Your appointment la for _______________ or . Thank you for your p a rtic ip a tio n In till a p ro ja c t. Pleaae ba proapt. Tha seaalon m 1*11 laat only ona h a lf hour. Heaearch Coordinator A P P E N D IX I S T E P W IS E M U L T IP L E R E G R E S S IO N 2 0 1 s t f p ' a u s 17 m u l t i p l e r »-'c»w f s s i o FISHMEtN 4N0 91 LEv/KL A SeLECTFO VARIABLES MUM3FM op OflSF^VrtTT'^S S'* M U M M E R o f v/AW I A 9 L . F S 5 MUMMER OF SELECT IONS 1 CONSTANT TO LIM IT VAWtAHLtS VAR I ahL 5 T e $ A f a - A < T F6 I F Mf) i MKaN STAFDAflO OE^lATInM 1 4.7*'?*6<im6*>s E on 1 .5 6 1 1 9 0 3 0 7 F 00 ? ! . 1 ' H / I2600F 02 5.9764HH461E 01 3 3*3 *;)PJlHrt4F 01 O.906M76713E. 00 4 3. 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IOOOOOE 01 1 . 4 1 75S5F 02 •1 * 1 0 7S55E 02 54 3.H 000002 1 1 1 1 ,099O4ftE 02 -7* l9 tf4 ft?E 111 54 1 ,ftft0 040E 02 1 .5 I92S9E 02 1.2Q 7500E 01 Sft 4.34O0OOE 01 9 .9 5 4 3 9 0 2 01 -4*ftSft390E 01 47 1» 3SOQOOE 0 ? 1 .0 * 4 2 7 7 2 02 3 .0 1 7 7 4 2 F 01 2 1 0 58 Q.AOftOOOF 01 59 f,.2 0 0 '» ft ftt 01 Aft 1 . 9 2 ooone 02 A1 1 .1 AOOOOf- 02 A? 1 .OlOOOOF 02 A3 l . 7 4 0 0 ftnt 02 A4 9.4000ft0£ 01 AS 1 , 340 0(1 flft 02 AA l* 1 ionftof 0 2 A 7 H« AOOftrtftF 01 AH | . ? 7 0000F. 02 A9 H.HOOOOftK 01 •099907E 02 -1 .399070F 01 • 0J2733?: 0 ? -4 * 1 2 7 3 2 5 F 01 .3H/A9A£ 0 ? 4*3Z3045F_ Ul ■451903E 02 -2.91902H K 01 .02H737F 02 1 .2A29SAfe- 01 .40A740E 02 3 .3 3 2 5 9 9 F 01 . lU46SftE 01 2.2953S0K 01 • 141171F 0 ? 1 .9rt82HAh 01 «14*93?? 02 - J . 4 9 3 l g R E 00 , 1 2 M K t^F. 02 -2.AHH9A?t 01 • 05<>50nF. 02 2 .1 9 4 1 0 4 F Ul . 2 W54AF 0 2 -6*3754A?fc 01 1 1 1 1 1 I 7 1 1 1 1 1 I STF;p w t SF M ULTIPIF R P G W F S S n ' J . • • • FI SHREIM a n d 31 L F v t L H SELECTED VARIABLES NUMRFH OF OBSERVATIONS 6 9 W|jr/MFP OF VARIAHLFS ft viJMuf.R OF S E L E d l O S S \ CONSTANT to VARIaruf s p - 1 Ao_ ? A -d .* , rvx,* LIS i t v a r i a b l e s ft MO. M F A N STANDARD OEVIaTION \ . ? * ls ^ ftp n iE 0? 7,0?S010A?9E 01 . ♦ . S n b ^ / l O l E 01 9 . Z ? n 3 J 6 l 7 E 00 *,73*7H26URC 01 7.16I63A 070E 00 T.lPftftiThHlF. Ol 2.0 A 7I93 617 E 01 correlation MATRIX 1 A d ? AftTC J 4 M O > i i J .o o o o .1 724 .1203 .1 oog on a ? .1 /? 6 1.oooo .32*4 • .2761 PCM 3 • 1PR3 . 3 ? h4 1 .00010 .7 1 2 5 on v 4 .1 0 0 0 • ? 761 * 7 12S 5 .0000 2 1 3 SELECTION t oFPFNDEnT VAWIMLE............. 1 MtjMHFP OK V AW I A(U_ES Fni(CEf). • • • 0 KUCHER OF VAWlAMLFS UELfe'T • 0 I 214 stfo i v*»rmc c n tc ro . HI)- fir *Q<l*RFS t»Fnn»f:»» IN THIS * ? ! > . , . . »wn*n*TloH w t d j o . t ) i<< f « t s s ir .-* ................ . S»)4 'IF S">U4-<t4 1.1 U'JCf o . . . . . . C » H U L * n w £ Ht-.iJdCfo...,......... FOR | WArfMWLCS r*ffKf£|t i*tK .ri»»ir co-taci.* ri<u cnt;rriciF.nT,.. TftJ **.F . I . . . . . . . . . . 4 F-VAL'IF f OH AVM.T*1* <IF VA*M4NCU.» STANDAR‘1 CM **,-)-! ItF tM I M A t* ....................... 1.0000*1*1 *? 0* *,V fl*i|i3*»A F-’Q 4 1 .0 0 0 0 * 1 * 1 * ? 04 £* VBfl]1) 3 v n £ - 0 2 • 1 F T U T26F00013C -.11 • 2 . 0*0 4.9T0V h02a*C 01 *,9ro< U 92A H E 01 OF 3.3SS**2464C 0) V4"U‘ *lt N U M ^C rt 2 i*tCRec*T dF.T 4Fii»*£SSl(lH e i M H r i i it I . T U T f /•>*>! c no H.O<l<U''l‘»V*F 'It ST»Nft*»0 DEVIATION *11 * t « . COEM . 4.16)441*421-01 COMPUTE'* T-5r*Ti*nc i.4 j4 -» r*it oo S?K» 1 V44I*MLf E*JTr«CO. sijh nr sojarks RKinirirti i* this sffp. . , . PRO PO RTIO N th th is ste p . CUMULATIVE SUM OF S'jUAMbS <tCOUCEr>............... CIM*IH.*TIVE PR0».]!!TIHN t tn u c E u . FOR » VAH1AMLES F*rE**ei> MULTIPLE CHRR-^.RTI'JH C O f F F l C I t N T ... Il'KIU^f 1 * 1 F f'H F-V»LUF- FO R AU SLTIlS «F V A M U N C F.,, fT A H U A M U E M M 34 H F LSIl-AIF.................. ( ai* l u s r n i n * t.vR*3nl43>F. 03 s*91jsssi*s> :-oj i . iv-sufose o * 3*S/|*nT»?AV>0< . .1M 9 I.*»R l*tA 9T A E -01 I .*2? T.O02IASSS5E O I 7.0S*22A9MJF Ot O F l.jSSftSFASAC O S V 1RI*4|C H U mhfm t \ I» tT F R C F aT h fc'T m E hmFSSIQN CHtFFin* IT I • 11 < 1 F4 is? if. I l l f ,»*>•» Fj»/hsSF«ii| S .Fl*»3> ,s.H U F 0 1 ST A H O A U O UCVIaTIO n OF »ffl, COfFF. U.T*4*N1 'AJF-Al C O M P U T E U T-STATIMTIC l.lWOHor oa R.JMATMF-fll 216 STF» 3 F ftO fA N U E EnirH E*l . 4 mm OF SttHAHfS s j n n i r ti t i»i THIH STFp . . . . PROPO«TIO'l H tP JC tU I** THIS STEP..................... CI|MIH.*TtWF S l H OF 4 < )U * .(t4 -tfO U C C O ................. Clt«KL*TtvF f*MOP')Utln* Oil CEO.......................... F O B 1 ¥ » * * T 4 ;* l.1 S F».tFuE n MULTIPLF C O B N U T Mjm COEFFICIENT. . > l 4 * 1 J U 4 T ( i ) F O B l i t ! » l 4 » a t * * a a « « t F - V * L 'I F FOB * 'J A L * M S OF W 4 B 1 4 N C F . .. $ T 4 4 0 « wii c n - y i " o f ............... (A U -IIO T C t FOB D.F.t.. 4 . « 4 i * U S T 1 f 00 l .4 4 1 F 7 « S 5 N t - 0 b l*t**Ky4Al<>0E 04 3.ST?«S17vSE-02 *104 H .O bTjFZO M E-Q ? .H O f 7.05S T 44V SO C nI T .I& IH T 7714F J l OF 1.3SS0S3444F. OS V 4* 11 AI.E N U M rtlE B * 4 * intercept n e t M F li.N F S 'ilO N S T * N r» * B n uevUTfPN C'tTFlriFlT | . ) nHM OOJ7if 00 t.M 4?4v?‘ »;>c>oi I .MfclMBII*"..* -■(.* % .7^i»B ^*F m OF HFO. CUEFF. 4.4 I .7F A 0 4 4 H M I F 00 *..4f> « 1///Sr| -0) C O N P tlT C U T-ST4T1STTC I.ITMwr 00 4.344^007-01 I.) lorAi>r»fl2 JT T i i SELECTION. 1 TABLE Of RESIDUALS NO. Y VAI.urS Y ESTIMATE 1 ft ioooooe 01 1.317994E 02 -5 01 7 ft ftOOOOHF 01 1 • 4440ft)E 02 -6 01 3 A 100009F 01 1.221S74E 02 -4 01 A 3 AOOO*fl£ 01 1.1470042 02 -7 01 s ft 4000OOF 41 1.764936E 02 -4 01 6 1 0400OQE 02 1■32ISOIE 02 -2 01 7 4 AOOOOQC 01 I.127741C 0? •6 01 ft t 3100001! 02 1.4US774E 02 -9 Q O 9 1 S700UUE 0? 1.224017E 02 3 01 10 S MOOOOE 01 1.2Q44T5E 02 -6 01 U 3 26QOOOF 07 1.2978172 02 I 02 12 4 OOOOiKE 91 1 . 3544ftrr 02 -9 01 13 1 570004E 02 1.10431SE 02 4 01 14 1 340000F. «2 9.7S4740E 01 3 01 IS 1 1300OOE 0? 1.09M271E 02 S 00 14 7 ftOOOUOE 07 1.0H2799r 02 1 02 IT 1 ftftflOftOt- l>? 1.3S4474E 02 3 62 01 III 3 900000£ 01 1.|S9ft74£ 02 -7 01 19 7 . 4B0O0OE 0? 1.7410I7E 02 1 02 ?ft 7 IflOnOOF 01 1 .0 4 6 9 0 *C 07 -3 01 21 1 I90000F 0? 1.377704E 02 -1 01 22 2 1 1000OE 97 1.1934I>«E 02 7 'Jl 21 7 700000E 01 1 .43.(14. F 0? -7 01 24 1 I40000E 0? 1 • J9H77SE 02 -5 00 23 A 9000OOF 01 9.0T496TE 01 -1 00 24 4 300040E 01 1 * 14737 02 -7 01 27 2 170000E 0? 1.2U2270E 02 9 01 2ft 1 1lOOOAF 02 1*39751*2 02 - 2 01 29 T •OOOOOE 01 1.14M740E 07 -4 01 3ft 4 700000F 01 1.1672117 02 -2 91 31 3 SOOQQOt' 01 1.22S069E 02 -ft 01 32 1 7S00O0E 92 1.1ft 7HT1E 02 6 ft 00 33 ? ?000onf 0? 1.29417AE 02 9 01 34 7 2ift0t)0F 0? 1.27HA44E 02 9 01 33 ft AOODOOC 01 1.36*»ft«lE 02 -4 01 3 * 7 Toooonc 01 1.36S176E 02 - 5 01 3T 1 11000Of 02 1. U5T12E 02 1 01 3ft 7 20000AE 01 1.37401SF 02 - 6 01 39 1 7A0009E 02 1 *2917SSE 02 4 01 4ft 1 740Q00E 02 1• 340471E 02 ■5 0 00 41 4 3000007 01 1.497429E 02 *1 02 42 7 37OOOOf 02 1.39*56 IE 02 9 01 43 7 6000047 01 1.1464397 02 - 3 01 44 1 I90000F 02 1.3917R3C 02 -2 01 4ft 1 7AOOOOF 02 1 • 3202 ME 02 4 01 44 » 4960007 07 1.27*»372F 02 6 01 4T 7 9000007 01 I . 31)644 IE 02 - 5 01 4ft • 200OOQE 01 1.329144E 02 - 4 01 49 1 49ooonr 07 1.246441F 07 3 01 SO 1 HOOOOOf 02 1.32I696E 02 4 01 *1 A 3O0OOOE 01 1.141ST7E 07 -3 01 5 2 7 4 00490F 01 I.317271E 07 *5 «1 S3 t 0900'M>F 02 1.31439 IE 07 -2 01 34 7 400HOOF 01 1.2/24?ftE 02 -S 01 53 1 UOOOOE 02 1*311437E 02 -2 01 34 2 sionnoF 0? 1.3446ft<4C 02 1 02 47 ft sooooor 01 1.241206F 02 -3 01 i i 218 5R 6 .7 0 0 0 0 0 K 01 1 . 2 1 4 7 5 >E 02 -5 .4 4 7 5 9 * E 01 59 3*24000 0E U2 1 * 4 j m 6 E 02 l.fl0225*E 0? 60 R,ROO»OOF. 01 1 .OBMl'JE 02 -5 .0 7 8 1 9 4 E 01 61 9*0OOOOOE 01 R,9f2632E 01 2.736H29E.-01 6? 1 .3R0000F 02 1 *46<*6t OF 02 -H *461034E 00 63 1 .R60000F 02 1• 3 u J l 31E 02 b#56b6R5E 01 64 1 .1 60000F (12 1 *327?64F 02 -1 .6 7 7 4 4 1 E 01 6S 1#7400OOF 02 1.504494E 02 2.25 50 6^E 01 66 7*6000 0OF 01 1 .14107 IF 02 - 3 . 9 1 0/76E 01 67 1 . 7 6 f) o o o r 0? 1 • 3 1 il5?0p 02 4 *494HoSF 01 6fl 2 .630000F 0? 1 *0rt1416F 02 1 *5465flbE 02 69 3*60OOOOfc* 01 1.161497F 02 -7 .9 1 4 9 7 3 E 01 219 stfdwisf multiple pro^ESSioN.... FISHPEIN AND H I IFVtL C SELECTED VARI Art|_ES numpfw df ohsewva ri'H'iS f»s WU1RFP OF VARIABLES ? MUMPER OF SELECTIONS 1 OONSTANT TO LIMIT V ^ U hLFS 0 VAw 1 AHLF NO. hFaN STM DARO DEVUTION b l t ) A.34HM4M4RS 00 1 .37SS37023F 00 g / v f ? U 1 7^ 7 « 7 ?7 3 E 0? 6.1?5471296E 01 CORRELATION MATRTH 1 ? row i l.ooon -Ho? ROW ? * HR? 1.0000 z ii 3 c ~ m p z x z Xn r r; Tz XX■ 3 m O T■ n - ♦ < < < > i >» XXX ■ — r * * K >> > a . z X i T ' ■ * 1 r n c T 1 r~ X r rO — H i T r r O • * • • • • • = »3 V N O IID J 'U S 221 222 R T E r I v M i m e e n t c r e o . RIM OF ROtlARER RElHirFU IN T u t* S T E P **** »R ft»0R Ttl>4 H E J J C L J IN THIS S T |t* ..................... c u m u l a t i v e sum o r s o y t ^ t R -i e o 'j c e o . CU N IJHTJ wc P M O M N T I'M HhlHJCFO. r. irtsrooore #j 2.1VAT?ft°*1k-04 S.3RTS9000AC *3 2 » I f t A 7 2 A 0 H ? - O * r o o i v a r i a b l e s K i i t u r u M U L T IP L E C O -H iL A T rO N COirriCICNT... ,14a 1AOJURTC I F>|4 ............................ | . * 1 2 1 J 6 K J I E - 0 I P-VlLI'E FO R A N A LTR lR tIF VARIANCE... l.*3T S T A M U A R .) twwrn O F ................. A.lOAftAOftAlC 01 IAQJUSTE) F O * * ...II,F.I................... 4.l0*V<.0<iAlE 01 o r 2.43Sft90Rft9E O S variable N lM -tF n I IN T E R C E P T (iE T M E U N F R M O N CHtFFlCIElT 4 . 4 . 1 0 2 2 1 i*ii* oft 4.RRT1i b t r l f . (II S T # N 0A - * n deviation O F R * 0 . C 3 E E F . R , f t f t 4 9 # / 9 0 9 E 9 9 C O M P U T E D r-STATIRTIC l.IVftftftlC 09 s r i c c n o * i TAftl X OF RESIDUALS F MO. y VALUES 7 E5MM4TF RESTD'lAl 1 l .a o o o o n ? 5? 1 .2 M 7 1 1 F 09 8 249045E ■01 2 s .o o o o o o ? 01 1 .1 * 9 7 2 4 ? 0? - 6 497Z55E 01 1 ».S5Q 1fl0f 09 1 .1 4 9 7 9 6 ? 02 4 00273ft? 01 4 f t .6 0 0 0 0 0 ? 01 1 .2 * 1 7 3 1 ? 02 - 7 21T309E 01 ft *,4{IOOO')F 01 l.j4 7 T 3 1 E 09 - 9 077319E 01 4 1 .6 5 0 0 0 0 F 0? I .9 -il 731? 02 3 6 -9 4 4 1 ? 01 T 3 . 5 ’ JO 301? 01 1 .2 1 5 7 2 9 ? 0? - 6 6 5 7 2 * 7 ? 01 ft 1 .440000E 02 1 . 2 1 4 7 9 )F 0? 2 2 4 2 7 1 3 ? U1 ft 1.70Q0COE 0? •1 ,21->729F 0? 4 0 * 2 7 1 3 ? 01 1« 1 . ) noflone 0? 1 .149724F 02 -4 9794ft«E 00 1) 3«40ono(t( 0) 1 .(18 1724? 0? - 4 9 3 7 9 * 3 ? <!1 1? 2 .3 3 0 0 0 0 ? 09 1 . 2 t i l 7 1 ’ F 02 1 048249? 19 2 .0 3 0 0 3 0 ? 02 1 .2 1 5 7 2 9 ? 02 e 1*2713? 01 14 1 .75(1000? 09 1*24173 IF 02 4 9«2691E 01 1ft 9 .9 0 0 0 0 0 ? 01 1 .0*117?*F 02 -ft 4 3 7 2 4 3 ? 01 14 1 .0 7003 3? 0? I,(M 1724? 02 -1 1T942H? 00 IT * . 5 0 0 0 0 0 ? 01 1 .0 4 1 /? * ? 09 - 9 0372*3? 01 1ft 1 ,9 6 0 0 0 0 ? 02 1 *2 I'iT?*)? 02 7 449 713? (11 1ft 1 . 1 10000F 0? 1 .1 * 9 /9 6 ? 02 -1 ’ *79650? 00 2ft i.? 4 o o < io e 09 I ,1 * 9 7 2 * ? 02 1 10273ft? 01 21 1 .oftooooE 0? 1 .1 4 * 7 2 4 ? 09 - 9 9*72640? 00 2 2 1 .o Jc r.p o t: 0? 1 .2I*»72''E 02 4 142713? 01 9 3 1 ,?6O0«l>? 0? 1 .0 1 7 7 9 2 ? 0? 2 * 5 2 7 /9 ? 01 24 1 • 30 OOtJflF 09 1 .9 1 > 7 7 iE 02 8 4771?ft? 00 2ft 1 .9 1 9 0 0 0 ? 02 1 * 149724? 0? 7 60 9 7 3 5 ? 01 9 4 7 .ftOftOOOF 01 1 . 0 1 7T22E 02 - 9 6 7 7 ? ? ! ? 01 97 ft.o o o n o iF 01 1 .3 4 7 7 3 1 ? 0? - * 677112? 01 ?ft 7 .1 0 0 0 9 0 ? 01 1 .2 1 5 7 * 9 ? 02 -ft 0 5 7 9 4 7 ? 01 <9 1 .H 0 0 3 0 0 ? 02 1 .2 1 5 7 2 9 ? 0? ft 442 713? 01 34 1 .6 8 0 0 0 9 ? 0? 1 .9 1 5 7 2 9 ? 02 3 9 4 9 7 1 3 ? 01 31 8 .5 0 0 * 0 0 ? 01 1 .1 4 9 7 2 * ? 02 - 2 9 4 7 9 4 5 ? 01 32 I . horoooF 01 1 .0 5 J 7 2 4 ? 09 - 9 0 3 7 9 4 3 ? 01 33 ft.o o o o o o e 0) 1 .3 4 /7 3 7 ? 02 - 3 0 7 7 3 1 2 ? 01 34 1 .4 1 0 POOF 09 1 .0 4 1 7 2 4 ? 02 ft 26 2 7 5 7 ? 01 3ft 3 . 9 0 0 0OOF 01 1 .Q U 7 9 4 E 02 - 4 •*37243? 01 34 9.00000(1? 1 1 1 1 .1 4 4 7 2 * ? 02 - 2 49 7 2 4 5 ? 01 3T 2 .2 0 0 0 0 0 ? 09 1 .2 1 4 7 2 9 ? 02 9 4 4 2 7 1 3 ? 01 3ft 1 . 1 /0«>1»F 02 1 .2 1 4 7 2 9 ? 02 - 4 57Z8T2E 00 3ft 9 .5 0 0 0 0 0 ? 01 1 .0 8 1 7 2 * ? 02 -1 337243? 01 40 1 .6 5 0 0 0 0 ? 0? 1 .0 I7 7 9 2 F 02 6 3*277*6 01 41 4 .9 0 0 0 0 0 ? 01 02 -A 0171(19? 01 47 l.ftOOOAn? 02 1 .0 * 1 7 2 4 ? 0? 4 1 6 2757? 01 43 2 . 1 50000E 0? 1 .2 4 1 7 3 1 E 0? ft 9 * 2 6 9 1 ? 01 44 9.SOOOOOE 01 1 .9 1 4 7 2 9 ? 02 - 2 6 5 7 2 4 7 ? 01 4ft 1 .9 2 9 0 0 0 E 09 1 .2 1 S 7 2 9 E 02 4 2 T 1 2 n 2 ? -d l 44 7 .6 0 0 0 9 0 ? 01 1 ,1 *'7774? 02 - 3 89 7 9 4 5 ? 01 47 1 .3 2 0 9 0 0 F 09 1 .3 * 7 7 3 3 ? 02 - 2 7 7 3 3 I5 E 00 4ft 1 .0 6 0 9 0 0 ? 02 1 .1 4 9 7 2 4 ? 02 -0 9 7 2 4 5 0 ? 00 4ft 3 .5 0 0 0 0 0 ? 01 1 .2 1 5 7 2 9 ? 02 -ft 6 5 7 9 * 7 ? 01 SO 2 .0 5 0 0 0 0 ? 0? I .0 1 7 777? 02 1 042974? 09 51 3.ft09i)0nC 01 1 .0 1 /7 2 2 ? 02 -ft 67 7 2 2 1 ? 01 5 7 n.ftO oonoF 01 1 .0 * 1 7 ? * ? 07 - 2 317243? 01 ft! 1.9A 0903F 07 1 .1 * 9 7 2 * ? 02 1 5*2 715? d l 54 7 . TOO'. 10F 01 1 .140T 74F 02 -ft 7 5 7 2 * 5 ? 01 ftft 1 .0 0 0 0 0 0 ? 09 1 .2 1 4 7 2 4 ? 02 - 2 1572*7? 1 1 1 54 9 .8 709Q 0F 02 1 .9 1 7 7 2 4 ? 02 1 6* 4 2 7 1 ? 02 57 4 .ftfto o o n c 01 9 .5 1 7 1 4 H ? 01 - 4 6 1 7 1986 01 J 224 SB 1 ,740000E 0? 1 .149726F 02 5 .B n ?7 -3 5 F 01 SB ft.lOOOOOF 01 1 .21S72BF 02 -5*8S72B7E 01 60 ? . 170 0OOF 0? 1 .149726E 02 1 .020274K 02 61 l • sooqoof 0? WU9726E: 0? i . S f >2 7lSE 01 ft? f t . ) oooooe 01 1.21S72JE 02 -6.0S72B7E 01 63 B.400000E 01 1.017722E 0? . - 1 .7 7 7 2 2 1 E 01 64 1 • I20000E 0? 1.21S729E 0? - 9 .5 7 2 8 7 2 F 00 6S 3.900000F 01 1 .2 'U 7 J1 E 0? -H*B17309E 01 ftft F'HH 1 .690000F 0? 1 .1 4 >72*.fT 0 ? S.AOP/lSF 01 i

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Asset Metadata

Creator Diestel, George Edward (author)

Core Title An Experimental Test Of Fishbein'S Behavioral Intentions Model In The Prediction Of Interpersonal Communication Acts

Degree Doctor of Philosophy

Degree Program Communication

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag OAI-PMH Harvest,psychology, experimental

Language English

Contributor Digitized by ProQuest (provenance)

Advisor Dickens, Milton (committee chair), Fisher, Walter R. (committee member), Jameson, Charles S.K. (committee member)

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c18-562480

Unique identifier UC11362896

Identifier 7211918.pdf (filename),usctheses-c18-562480 (legacy record id)

Legacy Identifier 7211918

Dmrecord 562480

Document Type Dissertation

Rights Diestel, George Edward

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the au...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus, Los Angeles, California 90089, USA