PSYC 215 Chapter Notes - Chapter 7: Cognitive Dissonance, Likert Scale, Implicit Attitude
23 Apr 2013
School
Department
Course
Professor
Document Summary
Influence of attitudes on behavior is weaker than most people believe, and influence of behavior on attitudes is stronger. When people are made to behave in a particular way, their attitudes typically follow. Attitude = an evaluation of an object along a positive-negative dimension. Affect - how much people like or dislike an object. Cognitions - thoughts that typically reinforce a person"s feelings; include knowledge and beliefs about object and the associated memories. Affective evaluation of good is associated with approaching the good object; attitudes are associated with intentions and actions. Likert scale = a numerical scale; includes a set of possible answers with labeled anchors on each extreme. Sometimes fail to differentiate people with stronger or weaker attitudes. To solve likert scale problem, measure accessibility of attitude (how easily it can be brought to mind and used to guide behavior) Response latency = the time it takes for individual to respond to attitude question.
