PSYC2040 Lecture 5: PSYC2040 - L5
Document Summary
Attitude an enduring evaluation, positive or negative, of a person, object, idea or behaviour, can be based on thoughts, feelings or behaviours. Ambivalence positive and negative feelings towards something at the same time. Self-report attitude measures 7-point likert scale (1-7, strongly agree to strongly disagree), semantic differential (-3 to +3, like to dislike/bad to good) The facial electromyography (emg) electronic instrument that records facial muscle activity associated with emotions and attitudes, frowning muscles (neg evaluation), smiling muscles (pos evaluation) Greenwald et al"s implicit associations test (iat), it is easier to pair two things together if they are both positive or both negative (shown through a categorisation task) Evaluative conditioning formerly neutral stimulus becomes more or less liked when consistently paired with pos/neg stimuli, e. g. neutral song plays during a relationship fight = less liked, song comes on during a good date = more liked.
