PSYCH 280 Lecture Notes - Lecture 10: Rotten Tomatoes, Likert Scale, Observational Learning
Document Summary
Attitude - evaluation of an object in a positive or negative fashion. Attitude objects can be abstract or concrete. Attitude objects can be general or specific. 1 (strongly disagree) to 7 (strongly agree) Response latency - how accessible the attitude is based on how quickly people respond. Centrality - how closely an attitude is correlated to attitudes (other related issues) Attitudes on fitness should be associated with attitudes on nutrition, but not attitudes on roses. Ex) rollercoaster, because you"ve been on them before and can judge them. Ex) seeing people bike without a helmet, and then use this to determine that you will not wear a helmet. Ex) i see someone spit out food, i decide not to try it. Rewarded good behavior and punished bad behavior. Ex) peers making fun of or complimenting your clothes. Ex) venus and serena are both great at tennis, had similar exposure as children. Conflict with other powerful determinants of behavior.
