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

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January 22, 2013 Attitudes S. Safdar
Attitudes
- 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
raisin
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-
perception
o COGNITION beliefs or ideas people have about the object of an
attitude, weighing the pluses and minuses for making a logical
decision
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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Document Summary

Attitudes are evaluations of ourselves, of other people, and issues with some degree or favour and disfavour. Describe the traits or characteristics of your vacuum cleaner: January 22, 2013 attitudes s. safdar. Ambivalence will depend on the arguments one hears: accessibility (the more accessible an attitude is, the less likely it is to be shifted and/or changed, subjective experiences. The more accessible an attitude is, the stronger it is, and consequently, the harder it is to change. Measuring attitudes self-report measures: tend to not say true belief when we are asked about sensitive issues, problems wording of questions, ordering of items, reluctance of respondents to express some attitudes covert measures implicit association test (iat) Behaviours and attitudes are not always consistent: corey"s (1937) study on cheating. 90% of student said cheating is wrong. 55% of students cheated on their assignment (same students who said cheating was wrong: lapiere"s (1934) study on prejudice.

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