PSYC 241 Chapter Notes - Chapter 6: Implicit-Association Test, Fear, Combined Oral Contraceptive Pill
12 Mar 2014
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The study of attitudes: attitudes: a positive, negative, or mixed reaction to a person, object, or ideas. Self-esteem is an attitude we hold about ourselves, attraction is a positive attitude towards another person, and prejudice is a negative attitude directed against certain groups: attitudes can vary in strength along both positive and negative dimensions. We can react with positive affect, negative affect, ambivalence (strong but mixed emotions) or indifference: people differ in the extent to which they tend to react to stimuli in strong terms. The total attitude score is derived by summing the responses to all the questions: however, all self-report measures assume that people honestly express their true opinions, often incorrectly. Covert measures: experimenters collect indirect, covert measures of attitude that cannot be controlled by the subject, observable behaviour: facial expressions, tone of voice, and body language. People signal their attitudes by nodding and shaking their heads without even realizing it.
