University Psychology Report: Attitude, Conformity, and Culture

This report investigates the relationship between attitude and conformity, focusing on their significance within a cultural context. It begins with an introduction outlining the aim, objectives, research questions, rationale, and structure of the study. A comprehensive literature review explores the concepts of attitude, including its definition, contents, and the multicomponent model, alongside the concept of conformity. The research methodology section details the research philosophy (interpretivism), approach (deductive), and design (descriptive). The data collection process involves secondary data from books, journals, and online sources. Ethical considerations are addressed, ensuring confidentiality of information. A Gantt chart outlines the time horizon for the research. The report aims to identify and evaluate the impact of attitude on conformity and its importance in culture, providing valuable insights into human psychology and social dynamics.

Running head: ATTITUDE AND CONFORMITY
Attitude and conformity
Name of the student:
Name of the University:
Author note:

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Table of Contents
1. Introduction:................................................................................................................................3
1.1 Aim:...........................................................................................................................................3
1.2 Objectives..............................................................................................................................3
1.3 Research questions.................................................................................................................3
1.4 Rationale of study:.................................................................................................................3
1.5 Structure of the study.............................................................................................................4
2. Literature review..........................................................................................................................5
2.1 Introduction............................................................................................................................5
2.2 Concept of attitude.................................................................................................................5
2.3 Contents of attitudes..............................................................................................................5
2.4 Concept of conformity...........................................................................................................5
3. Research methodology.................................................................................................................7
3.1 Introduction............................................................................................................................7
3.2 Research philosophy..............................................................................................................7
3.3 Research approach.................................................................................................................7
3.4 Research design.....................................................................................................................7
3.5 Data collection process:.........................................................................................................8

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3.6 Ethical consideration.............................................................................................................8
3.7 Gantt chart.............................................................................................................................9
References......................................................................................................................................10

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Topic: Relationship between attitude and conformity and its importance in culture
1. Introduction:
The chosen topic is relationship between attitude and conformity. This proposal will help
in determining the relationship between attitude and conformity and identifying its importance in
culture.
1.1 Aim:
The aim of the research proposal is to identify and evaluate impact of attitude on
conformity.
1.2 Objectives:
 To understand the concept of attitude and conformity
 To evaluate the impact of attitude on conformity and the impact of conformity on culture
1.3 Research questions:
 What is attitude in human psychology?
 What is conformity?
 What are the functions of attitude?
 What is the relationship between attitude and conformity?
 What is the importance of conformity in a culture?
1.4 Rationale of study:
The rationale of the study is to understand human psychology and the importance of
attitude and conformity in maintaining a positive culture.

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1.5 Structure of the study:
The dissertation of the research paper comprises of five chapters. The first chapter refers
to introduction. This part introduces the topic along with the aims, objectives and research
questions. The second chapter is literature review. This part describes the theories and models
related to the topic. The third chapter is research methodology. This part describes the sampling
techniques, data collection methods and data analysis method used by the researcher. The fourth
chapter is findings and analysis and the fifth chapter is conclusion and recommendations.

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2. Literature review:
2.1 Introduction:
This section states the academic evidences with respect to the research topic for
understanding the relationship between attitude and conformity and its importance in culture.
2.2 Concept of attitude:
According to Vogel & Wanke (2015), attitude refers to an individual’s overall evaluation
of the people and objects present in the world. Attitude enables an individual to form likings and
disliking towards a person or an object. Attitudes decide how an individual behaves. Attitude is
an important part of social psychology.
2.3 Contents of attitudes:
According to Pratkanis, Breckler & Greenwald (2014), multicomponent model is the
most influential model of attitude content. This model states that the attitude of a person is a
summary of evaluation of a person or an object that have affective, cognitive and behavioral
components. The emotions associated with an object form the affective component. The beliefs
and thoughts associated with a person or an object forms the cognitive component and the mental
representation of past, future and current behaviors form the behavioral component (Greenwald,
2014).
2.4 Concept of conformity:
According to Szolnoki & Perc (2015), conformity refers to a form of social influence that
involves change in behavior or belief in order to associate with and fit within a group.

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Conformity can be in response to real or imagined. It is an essential part of the culture, which
forms mutual understanding and encourages cooperation among the individuals.

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3. Research methodology:
3.1 Introduction:
Research methodology refers to the systematic process adopted by the researchers to
conduct the research study. It involves selection of the proper techniques that help in achieving
the desired conclusion and fulfilling the research objectives.
3.2 Research philosophy:
Research philosophy refers to the phenomenon by which the researcher knows the
method of gathering the data for conducting the research. The basic types of attributes of
research philosophy are positivism philosophy, interpretivism, post- positivism philosophy and
realism (Mackey & Gass, 2015). The researcher shall choose interpetivism research philosophy
in this research study.
3.3 Research approach:
There are basically two types of research approaches namely deductive and inductive.
Deductive approach enables the researcher to provide appropriate concepts related to the
research topic whereas in inductive approach, the researcher is required to formulate a
hypothesis. In this research study, the researcher shall deductive approach.
3.4 Research design:
Research design shows the movement or path of the research. There are mainly three
types of research designs namely exploratory, explanatory and descriptive. In this research study,
the researcher will use descriptive research design.

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3.5 Data collection process:
In this research study, the researcher shall study the secondary data that shall be
collected. The secondary data shall involve data obtains from several books, journals and internet
sources.
3.6 Ethical consideration:
The researcher shall follow a proper approach while conducting the research wherein the
ethical issues shall be considered. The information obtained by the researcher shall be kept
confidential and shall be used only for research purpose.

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3.7 Gantt chart:
Table: Time horizon for research
(Source: Created by author)

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References:
Greenwald, A. G. (2014). Why attitudes are important: Defining attitude. Attitude structure and
function, 429.
Mackey, A., & Gass, S. M. (2015). Second language research: Methodology and design.
Routledge.
Pratkanis, A. R., Breckler, S. J., & Greenwald, A. G. (2014). Attitude structure and function.
Psychology Press.
Szolnoki, A., & Perc, M. (2015). Conformity enhances network reciprocity in evolutionary social
dilemmas. Journal of The Royal Society Interface, 12(103), 20141299.
Vogel, T., & Wanke, M. (2016). Attitudes and attitude change. Psychology Press.