PSYB10H3 Lecture Notes - Lecture 4: Mental Chronometry, Self-Perception Theory, Spreading Activation
Document Summary
Likert scale- numerical scale with labels at endpoints. Implicit attitude measurement- indirect measurements that look at response latency: the time it takes people to answer questions (faster answers means better attitude prediction) May conflict with social norms, result in conflicting attitudes, or present awkward situations. General attitudes may not match specific targets or stereotypes. Attitudes are often based on secondhand information (attitudes based on firsthand contact if a much better predictor) Introspection influences attitude (getting someone"s first quick opinion on something is a better predictor) Many behaviors are automatic (can be influenced by current situation unconsciously) Based on the concept of balancing triads; when a triad is imbalanced, you may shift attitude to balance it. Inconsistency between thoughts, feelings, and behavior cause discomfort. Can change either attitude or behavior; but behavior was in the past and thus harder to change. Therefore, we shift our attitude to match behavior. When we put effort into something we don"t like.
