PSYCH 3CB3 Lecture Notes - Discriminant, Centrality
11 Feb 2014
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Document Summary
What stored memory is been accessed that is being represented as my attitude towards object x. Different views about how an attitude is stored can explain/affect the way an attitude is formed. Different models of attitude structure lead to different views on how best to change attitudes. Ambivalence - sometimes our attitudes towards is ambivalent. Feel positively and negatively towards the attitude object, inconsistency ambivalence. Accessibility - some attitudes are accessible, we can easily report our attitude towards object x, as opposed to another where we have to sit and think about it. An attitude object you are more frequently exposed to these attitudes are more readily available, while others require some more search. Strength - some attitudes are really extreme, others matter more to you (intensity) Importance - how important is it to you, what degree does it shape your behaviour or whatever.
