PSYB10H3 Lecture Notes - Lecture 4: Likert Scale, Implicit Attitude, Balance Theory
Document Summary
An attitude is a positive or negative evaluation of an object. Implicit attitude measure is an indirect measure without self-reports: response latency: the time it takes an individual to respond to a stimulus, such as an attitude question. Attitudes are based on second-hand information: first-hand is better predictor of behavior, firsthand experience may contradict secondhand information, attitudes based on secondhand experiences may be weaker and less likely to motivate behavior. General attitudes may not match specific targets: ex. Gay man around campus: when stereotypes are consistent then attitudes are predictive. Many behaviors are automatic: auto information processing guides behavior in ways that escape conscious awareness, behavior can be influence by aspects of the situation of which we are not aware. Behavior predicts attitude because we change attitude to match behavior. Cognitive consistency theories people try to maintain consistency between beliefs and behaviors.
