PSY 240 Lecture Notes - Lecture 6: Functional Magnetic Resonance Imaging, Implicit-Association Test, Paul Ekman
16 Feb 2018
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Attitudes: evaluations of any aspect of the social world, can be positive, negative, or mixed reaction to a person, object, or idea, what is an attitude, attitudes vary in valence, positive/negative, attitudes vary in intensity. Strong to weak: high to low, explicit vs. Implicit attitudes: explicit - conscious, controllable, easy to report. Implicit - unconscious, uncontrollable: measuring attitudes, self-report measure, attitude scale: multiple item questionnaire, biased by, how the question is worded. Social desirability - inclination to present yourself in ways that will be viewed favorably by others. Sensitive hot topics: bogus pipeline: a phony lie-detector device, used to get respondents to give truthful answers to sensitive questions, observable behavior. Trustworthy: who do you trust, could be affected by social norms, does impact/credibility last over time, sleeper effect, high cred lost impact; low cred gained impact, likability of the source. Issue is important and personally relevant = the source has less of an effect than the content of the message.
