A Semantic Memory Approach to the Conceptualization of Attitudes and Values

Summary The hierarchical structure of attitudes and values was studied with choice reaction time (RT) as the dependent measure. Male and female undergraduates (N = 21) responded with evaluative judgments (good-bad, etc.) by pressing one of two telegraph keys to a series of stimuli consisting of Rokeach's 18 terminal values alternating with 44 attitude items. Items preceded by values which they enhanced, as determined through a previously given paper and pencil measure, were responded to faster than items preceded by either unrelated values or values which they blocked. The type of attitude item which preceded the value had no effect on value RT although important values were responded to faster than unimportant ones. A model of memory storage of values, attitudes, and their attributes which paralleled that of Collins and Quillian is proposed.