Psychology 3723F/G Study Guide - Midterm Guide: Semantic Differential, Implicit-Association Test, Likert Scale
8 Mar 2014
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Document Summary
In the last 30 years, research has found that attitudes do predict behavior in some conditions better than others. Central = individual to pay close attention to the content of a persuasive appeal. Peripheral = requires less thought: hsm = systematic processing required individuals to carefully scrutinize the contents of a persuasive appeal. Ongoing developments: some attitudes are held in great strength, other are not, strong attitudes differ from weak in many ways, they are more, persistent over time, resistant to change, likely to influence info processing, likely to predict behavior. Beyond social psychology: research assessing how attitudes predict behaviour have important applied implications, health psychologists have adopted the theory of reasoned action/ planned behavior to persuade people to engage in a healthier life style. How are attitudes measured: not directly observable, explicit or implicit, explicit measure directly asking respondents to indicate their attitude, implicit assess attitudes without directly asking for a verbal report, direct (explicit) measures.
