PSY220H5 Lecture Notes - Lecture 4: Chocolate Cake, Norm (Social), Confirmation Bias
Document Summary
A person"s evaluation of a person, object, or idea (ex. Person= your mother, object= chocolate cake, idea= capital punishment) Compared to attitudes and and beliefs, values are abstract self-concept. Affective- emotional reactions towards the attitude object (ex. Feeling excitement and pleasure about a model of car) Behavioural- actions or observable behaviour toward the attitude object (ex. Going to the dealership to test drive the car) Cognitive- thoughts and beliefs about the attitude object (ex. Thoughts about the car"s gas consumption and safety) Explicit- attitudes which we consciously endorse and can easily report: measured by asking someone how positively or negatively they feel towards an attitude object. Implicit- attitudes which are involuntary, uncontrollable, and at times nonconscious: measured using an iat and then measuring the strength of the associations between concepts. Sometimes our explicit and implicit attitudes match (ex. Knowing that you like pepsi and having unconscious associations between pepsi and positive)
