PSY-0013 Chapter Notes - Chapter 6: Implicit-Association Test, Likert Scale, The Need
1 Mar 2016
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Attitudes: +, -, mixed rxn to person, object or idea. How measured: self report: just ask. Sometimes too direct and straightforward for complexity of emotions. Attitude scales: multi-item questionnaire designed to measure attitude. Bogus pipeline improves accuracy: covert measures: collect indirect, covert measures of attitudes that can"t be controlled. Observable behavior: face expression, tone voice, body language. Wells and petty (1980): videotaped college students students shake head unconsciously. Arousal reveals level of attitude but not whether positive or negative. Facial electromyography (emg): records facial muscle activity associated with emotions and attitudes. Eeg: waves of electrical activity in brain. Brain wave patterns normally triggered by inconsistency increases when a disliked stimulus is shown after (and vice versa) New tech also being used: fmri: implicit association test (iat): covert measure of unconscious attitudes derived from speed of pairings to concepts. Evaluative conditioning: process where we form attitude toward stimulus because of association with +/- person, place, thing: attitudes in context:
