Psychology 3740F/G Lecture 1: Psych 3740 January 7
14 Jan 2019
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Document Summary
An overall evaluation of an object that is based on cognitive, affective and behavioural information. Evaluative judgements can vary in: valence, strength, accessibility, stability. There are three parts of an attitude: affective our feelings or beliefs toward the attitude target, behavioural our intention to act toward the attitude target, cognitive our knowledge of the attitude target. Attitudes can contain conflicting elements: affective and cognitive elements may be mixed ambivalent attitudes. Explicit attitudes those we are conscious of and able to express. Thurstone and likert: 1920s, focused on measurement, developed scales still used to this day. Interest in conformity, power and group dynamics: study of attitudes gained momentum to tackle larger societal issues, adorno et al: studied authoritarianism, hovland: recruited us war department to evaluate and improve propaganda aimed at boosting public morale. Object appraisal attitudes provide us with a quick evaluation of an object, allowing us to decide how to act towards it.
