PSYC 215 Chapter Notes - Chapter 6: Implicit-Association Test, Likert Scale, Attitude Change
14 Dec 2015
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Shortcomings: too complex to be measured by a single question can be influenced by their wording and the context in which they are asked. Attitude scales: a multiple-item questionnaire designed to measure a person"s attitude toward some object. Likert scale: respondents are presented by a list of statements about an attitude object and are asked to indicate on a multiple- point scale how strongly they agree or disagree with each statement. The problem with this scale is that people can alter their answers with the purpose of creating a good impression. Bogus pipeline: a fake lie-detector device that is sometimes used to get respondents to give truthful answers to sensitive questions: covert measures: To collect indirect, covert measures of attitudes that cannot be. Although behavior provide clues, it is far from perfect as a controlled. measure of attitudes. Measures of arousal reveal the intensity of one"s attitude toward an object but not whether the attitude is positive or negative.
