PSYC 170 Lecture Notes - Lecture 11: Likert Scale, Classical Conditioning, Level Of Measurement
10-24-16
Class Notes:
Attitudes
• Evaluation
o Affective (emotion)
o Cognitive (belief)
o Behavioral (action)
• Activity: How positive/negative a person a political person you think poorly of is
o Cognitive attitude measures
o Right-wingers (strong conservative views) Are they psychologically ill?
▪ No – not related to positive/negative affect
How are attitudes measured?
• Likert scale (1-7)
o Statement of an attitude, use interval scale how much they agree
o Ex: “I think Social Psychology is awesome” (Not true at all → Extremely
true)
o Problem: Telling people they have an attitude that they might not realize
they have
• Likert-type scale (1-7)
o Ex: Rate your opinion of Social Psychology (Terrific → Really terrific)
Where do attitudes come from?
• Conditioning?
o Pair attitude object with unconditioned stimulus
o Ultimately, attitude object produces conditioned response
o Ex: Superbowl Ad Example
▪ US: Talking dog → UR: positive feeling/laughing
▪ Aligning Beer (CS) with talking dog → CR
o Higher order conditioning?
o Humor = “safe violation of expectation”
▪ Ex: 3 men walk into a bar…First two set up and 3rd one says
something different/funny
• Genes (Tesser)
o Concordance rates between identical twins
o Sensory structures
o Body chemistry
o Intelligence
o Temperament/activity level
▪ Ex: Thrill seekers (T-Type) → can recognize as early as age 2
(exploratory, fearless, independence)
• Direct this energy in a productive way
o Differences in conditionability
▪ Do they have to be aware of the relationship you’re trying to build
up?
o Heritability is controversial
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