PSYB10H3 Lecture Notes - Lecture 7: Rensis Likert, Joseph E. Ledoux, Likert Scale
Document Summary
Attitude an evaluation of an object in positive or negative ways that includes the three components: affect, cognition, and behaviour. The first component affect comes from the positive or negative emotions that are triggered by the objects. For example, when you see an object (food) you will have a positive feeling compared to when you see tests. The second component cognition consists of thoughts/ memories that are reinforced when seeing certain objects. For example, your attitude towards your favourite city would bring back memories such as childhood friends, neighbours and so on. Attitudes are usually measured by simple survey questions it is also considered to be the most widely used methodology in social psychology. When researchers want to know more about how an individual feel towards another, they use the likert scale. Implicit attitude measures- indirect measure of attitudes that do not involve self-report: this is used when people are unwilling to report their true emotions through.
