PSYC 215 Chapter Notes - Chapter 7: Centrality, Implicit Attitude, Likert Scale
13 May 2013
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Document Summary
Sometimes there is little consistency between attitudes and behaviour. Attitudes influence behaviour and behaviour influences attitudes. Influence of attitudes on behaviour is relatively weaker than we"d suspect and influence of behaviour on attitude is relatively stronger than we"d expect. Attitude: valuation of an object in a positive or negative fashion including affect, cognition and behaviour. Affect: how much people like or dislike an object. Cognitions: thoughts reinforcing one"s feelings like knowledge or beliefs about the object. For ex: attitude about favourite city (is pos. for ex affect) but can be justified through cognitions like its friendly atmosphere or tiny cafes. Behaviours: actions that are usually consistent w/ attitude. Likert scale: a numerical scale used to assess people"s attitudes; it includes set of possible answers w/ labeled anchors on each extreme fails to distinguish strong and weak attitudes.
