PSYC 215 Chapter Notes - Chapter 7: Likert Scale, Dont, Centrality
5 Jul 2016
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The influence of behaviour on attitudes is stronger than vice versa. Attitude = evaluation of an object in a positive or negative fashion that includes three components: affect, cognition, and behaviour. Affect: every object triggers some degree of positive or negative emotion. Cognition: thoughts that typically reinforce a person"s feelings. When thinking about favourite city, you think about its history, landmarks etc. Behaviours: when we evaluate if something is good vs bad, it affects if we approach or avoid. Likert scale = a numerical scale used to assess attitudes, includes a set of possible answers with labelled anchors on each extreme. How much do you like this shirt, rate 1-10. Response latency = the amount of time it takes to respond to a stimulus such as an attitude question. Ask them how good a president is and the amount of time it takes respond shows how strong their attitude is.
