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PSYC 2310 Lecture Notes - Vacuum Cleaner, Implicit-Association Test, Cognitive Dissonance

Course Code
PSYC 2310
Saba Safdar

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January 22, 2013 Attitudes S. Safdar
- attitudes toward exotic food
- thousands of study on attitude but not good at predicting behaviour
o girl eating chocolate covered ant in class actually chocolate covered
o dead puppies video attitudes changed when the puppy was there
how much money would it take for you to kill a puppy?
- Attitudes are evaluations of ourselves, of other people, and issues with some
degree or favour and disfavour
Bases of Attitudes
- the three bases of attitudes are:
o AFFECT emotions or feelings stimulated by the object of an attitude,
gut feeling, not rational, not governed by logic
o BEHAVIOURAL intention predisposition to act in a certain way, self-
o COGNITION beliefs or ideas people have about the object of an
attitude, weighing the pluses and minuses for making a logical
Theoretical Views of Attitudes
- tri-component theory (Rosenbery and Hovland)
o an attitude is a single entity that has three components (affect,
behaviour intention and cognition) all intercorrelated
- separate entities view of attitude (Fishbein and Ajzen)
o affects, behaviour intention and cognitive are each separate entities
which may or may not be intercorrelated
Measuring Affective Components of Attitudes
- describe your feelings toward snakes:
- hateful love
- -2 -1 0 +1 +2
- tense calm
- -2 -1 0 +1 +2
Measuring Cognitive Components of Attitudes
- describe the traits or characteristics of your vacuum cleaner:
- useless useful
- -2 -1 0 +1 +2
- worthless valuable
- -2 -1 0 +1 +2
- safe unsafe
- -2 -1 0 +1 +2
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