The Problem of Changing Food Habits Report of the Committee on Food Habits 1941-1943 (1943) / Chapter Skim
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Qualitative Attitude Analysis--A Technique for the Study of Verbal Behavior
Qualitative Attitude Analysis--A Technique for the Study of Verbal Behavior
Pages 86-94
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From page 86... ...
Although certain aspects are familiar to many individuals and groups, either through personal experience or through reports, nevertheless the present combination of circumstances has created what must be considered a new complex. It is to be expected that varied reactions to any single event will occur and that these will be variously interpreted, especially in the earliest stages of change, but, assuming a basic cultural unity, that differences of reaction will be more often (although not altogether)
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From page 87... ...
Hence it is necessary to have a constant stream of information about how the people affected react, what older associations they call upon to meet the situation, where the positive strengths lie and how these are used, and where and when negative behavior limits the ability to cooperate and whether this is due to faulty understanding, incomplete knowledge, confusion or substitution of goals, etc. In this connection, studies of verbal behavior are particularly useful because they can be carried out on a comparatively large scale within narrow time limits and because they can give direct insights into associations and symbolism, that is, into the emotional and conceptual background of behavior.
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From page 88... ...
Frown tinge to time students of different age groups and of varied socio-economic backgrounds, men or women in clubs, women in nutrition courses, and so on are asked to write brief statements in answer to the same question. When specially skilled assistance is available, data based on related questions and other types of material can be obtained.
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From page 89... ...
inadvertently gave the impression of asking questions directly in behalf of the Government, the replies of the informants contained many phrases like, "You have to be careful what you say to the Government." The essays of school children, especially those by children of upper grade school and lower high school age, also have a particular advantage because of the ways in which they reflect current adult opinion, in vocabulary as well as in formulation. It should perhaps be added that such essays, as well as all other statements, are written without preparation or previous discussion of the subject at the time of writing.
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From page 90... ...
When the preliminary analyses have been completed, the response lists from the various communities must be collated and drawn up into a total list. It is at this stage that differences in vocabulary or in emphasis in the various areas sampled should be noted, if they are significant.
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From page 91... ...
Before building a diagram it is necessary to go back to the problem as it was formulated previous to the collection of data, in order that the results may be finally organized and interpreted. It will be recalled that the response material almost invariably falls into two or more patterns; two or more composite statements will then appear.
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From page 92... ...
Studies of verbal behavior are useful because, in expressing their opinions about a specific event, people most succinctly refer to the underlying premises on which opinion and action are based. Such studies also bring to light emotional conflicts which may lead to apparent contradictions between expressed ideas and actions.
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From page 93... ...
As the war progresses, new situations of many kinds will arise and changes of vital concern to the people of the United States will continue to take place, probably on an ever increasing scale. It is to the interest of all that the course of action taken in each case be decided upon in a democratic manner so that the Government and the ordinary citizen may cooperate on a [basis of mutual understanding.
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