PSY-0013 Lecture Notes - Honestreporting, Political Psychology, Implicit-Association Test
19 Feb 2014
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Attitude a positive, negative, or mixed reaction to a person, object or idea. Attitude quadrant positive reaction (pr), negative reaction (nr) High pr, high nr dual attitudes (ambivalence) We have attitudes so we can judge things quickly and without too much thought. Attitude downsides: close-mindedness, biased ways of interpreting new info, more resistant to change. Disadvantages too simply to capture complicated attitudes, imprecise, assumes honest reporting, assumes self-awareness of people. Ex. measuring ex-girlfriend/wife appeal show pictures of different women and measure heart rate. Disadvantages intrusive, measures intensity but not valence, harder to administer. Implicit attitudes: attitudes that one is not aware of having. Ex. prejudice obviously inaccessible to self-report questionnaires. Advantages covert, easy to administer, correlate with nonverbal behaviors. Disadvantages unclear what tests measure, unclear whether implicit attitudes change. Implicit association test (iat) covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts; measures strength of an automatic association.
