PSYC 30 Lecture Notes - Lecture 15: Social Desirability Bias, Psych, Implicit-Association Test
17 Oct 2020
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Document Summary
Object-appraisal function: function of attitudes in which attitudes provide rapid evaluative judgements of targets, facilitating approach or avoidance. Values: broad, abstract standards or goals that people consider to be important guiding principles in their life. Peoples values are related towards attitudes towards specific issue. Attitudes serve as symbolic function of support for particular values. Value-expressive function: function of attitude that communicated individuals identity and values. Motivations underlying object-appraisal attitudes differ from those underlying value-expressive attitudes. Results from shavitt and others show that people describe object-appraisal items in terms of positive and negative features but for value-expressive they mention values, identity, what it measn to others. Shavitt test, coffee ad focused on reward high ratings than the one focusing on image and visa versa for perfume. Likert-type scales: requires respondent to indicate the extent of their agreement or disagreement with several statements on an issue. Score responses and total score across all items represents attitude score.
