Credibility and persuasion: A sociopsychological approach to changing the attitudes toward energy conservation of preservice elementary school science teachers

Tested was the effect of two persuasive messages presented by a credible communicator on the attitudes toward energy conservation of 180 preservice elementary teachers. The study asked the following questions: (1) Can attitudes toward energy conservation be positively changed with a brief, belief-laden communication? (2) Do positive attitude gains between pre- and post-tests, if any, dissipate within three weeks following the treatment? (3) Do the integrated and the nonintegrated communications affect energy attitudes of three subgroups (abstract, concrete differentiator and concrete thinkers) of the sample differently? The important finding was that both experimental treatments, integrated and nonintegrated, were equally effective and significantly more effective in attitude change than the control. Secondly, the finding that neither experimental treatment dissipated in effect, at least for three weeks, suggests some duration of brief treatment periods. And finally, the attitude changes are as likely to occur when concrete differentiators are presented with a nonintegrated as an integrated treatment, but abstract thinkers exposed to the integrated treatment and concrete thinkers exposed to the nonintegrated treatment sustain a changed attitude to a greater degree than other combinations of treatment and cognitive processing styles.     

Defining attitude for science educators

A distinct and complex definition of attitude is evolving within the literature. A mental readiness to respond and a correlational consistency between attitude and behavior—although controversial and in need of further study and analysis—remain viable subcomponents within the definition. Most agree that evaluation is the heartbeat of attitude. The impact of social influence on attitudes is becoming increasingly important. Attitudes are learned and not inherited.     

Designing a likert-type scale to assess attitude toward energy conservation: A nine step process

A nine-step process was used as a multilevel screening mechanism in developing a Likert-type scale that measures that attitudes of teachers toward energy conservation. Following the assemblage of a 71 statement item pool, the statements were analyzed via qualitative criteria (i.e., presence of authoritative appeals, use of double negatives, statements irrelevant to the attitude object, etc.). The 60 statements meeting the qualitative criteria were then pilotted using a sample of 93 preservice elementary teachers. One of the 60 statements was modified as a result of respondent feedback. Data collected from respondents were anlayzed using the Likert Attitude Scale Analysis Main Program (LIKRT) and the emotional intensity of each statement was judged by the criteria: discrimination index, bipolar data, and neutral data. Nineteen statements that were part of the initial item pool met all the criteria set forth by the nine-step process; as a result, these statements composed the Attitude Toward Energy Conservation Scale. Coefficient alpha for the scale was reported at 0.81 by LIKRT with an average adjusted item-total correlation of 0.48. Initial validity data collected suggests the scale to be a valid measure of preservice teachers' attitudes toward energy conservation.     

Attitude measurement: Judging the emotional intensity of likert-type science attitude statements

Emotional intensity, that readiness of a teacher to respond favorably or unfavorably toward such psychological objects as science or the teaching of science, is the quality that distinguishes the attitude concept from other related psychological concepts. It would seem, then, that valid attitude statements, if they are to reflect the definition of attitude, would evoke emotional intensity, responses in both a favorable and unfavorable direction by a group of teachers on each item on a science attitude scale. Science educators who design or modify science attitude scales should continue using item-total correlations and other quantitative techniques to test for emotional intensity, but qualitative judgments are necessary, too. In addition, the frequency distribution of data generated by each statement should be examined for skewness and high percentages of neutral responses, both of which can impair the emotional intensity of an item.     

Mentor Advice Giving in an Alternative Certification Program for Secondary Science Teaching: Opportunities and Roadblocks in Developing a Knowledge Base for Teaching

Mentoring is often an important component of alternative certification programs, yet little is known about what novices learn about science teaching through mentoring relationships. This study investigated the advice given by two mentor science teachers to their protégés. Findings indicate that mentors gave more advice related to general pedagogical knowledge than science-specific pedagogical content knowledge. Specifically, there was little to no advice related to the topics of inquiry, the nature of science, or the development of scientific literacy. Implications call for an increase in communication between university teacher education programs and school-based mentors, the development of benchmarks to help guide mentor–protégé interactions, and the importance of a multiyear induction process.     

Persuading girls to take elective physical science courses in high school: Who are the credible communicators?

Eighth-grade girls (N=257) randomly selected from nine different public junior high schools in central Texas were questioned in order to identify the communicators whom they perceive as highly credible regarding reasons for taking elective physical science courses in high school and the attributes associated with these communicators. Four persons were each identified by better than 10 percent of the sample as the best person to try to convince junior high school girls to take elective physical science courses in high school. In order of perceived credibility, these persons are “father,” “woman science teacher,” “mother,” and “boy high school student.” Slight variations in the order of perceived credibility were found when the responses from girls of the different ethnic groups represented in the sample (Caucasian, Hispanic, Black, and Asian) were examined separately. Attributes listed by the respondents for “father,” “woman science teacher,” “mother,” and “boy high school student” were examined and classified into the categories of prestige, trustworthiness, similarity, attractiveness, and power. Prestige and trustworthiness are the attributes associates most frequently with communicators identified as highly credible. Implications of the present study and suggestions for further research are discussed.     

The effect of cognitive responses on the attitudes of preservice elementary teachers toward energy conservation

The investigation attempted to determine if subjects' cognitive responses to a persuasive communication are more highly correlated with attitude change than the recall of arguments presented in the communication. Subjects were exposed to a systematically designed persuasive communication and then tested for their retention of arguments presented in the communication and cognitive responses. Attitude change was significantly correlated with cognitive responses elicited immediately following the persuasive communication and cognitive responses recalled three weeks later. There was no significant correlation between recall of communication arguments and attitude change. The results offer a plausible explanation for the contradictory findings reported in the science education literature regarding the dissipation of attitudes changed using persuasive communication.     

The determinants of female junior high school students' intentions to enroll in elective physical science courses in high school: Testing the applicability of the theory of reasoned action

Data were collected from female junior high school students (N=94) to identify the determinants of their intentions to enroll in at least one elective physical science course (e.g., physical science, chemistry physics) in high school. The model used in the study was Fishbein and Ajzen's Theory of Reasoned Action. According to the model it is supposed that the intention to perform a certain behavior is a function of the weighted attitude toward performing the behavior and the weighted subjective norm. The effects of external variables (e.g., science grades, academic ability) on females' intentions to enroll in at least one elective physical science course in high school are mediated by the model's theoretical constructs. The findings provide support for several hypotheses derived from the model. The females' intentions to enroll in at least one elective physical science course in high school were found to be a function of both attitude toward performing the behavior and subjective norm. Attitude toward performing the behavior and subjective norm, in combination, were found to predict behavioral intention with a high degree of accuracy. Attitude toward performing the behavior was also found to carry more weight than subjective norm in the multiple regression on behavioral intention. In contrast, academic ability, science grades, and attitude toward science failed to predict behavioral intentions, just as they were unrelated to the females' attitudes toward performing the behavior and subjective norms.     

Teaching hands-on science activities: Variables that moderate attitude-behavior consistency

The relationship between prospective elementary teachers' attitudes, subjective norms, and intentions to teach science using hands-on activities at least twice a week during their first year of employment was investigated. The findings suggest that measuring prospective teachers' attitudes toward science cannot adequately predict nor provide a satisfactory explanation of their science teaching behaviors. The findings also provide clear support for two hypotheses derived from Fishbein and Ajzen's theory of reasoned action regarding the predictability of prospective teachers' intentions to teach science from their attitudes and subjective norms.