PSYB10H3 Chapter Notes - Chapter 7: Likert Scale, Leon Festinger, Implicit-Association Test
Document Summary
Attitude = evaluation of an object along a positive-negative dimension. Beliefs about the object, associated memories and images. Attitudes activate areas of the motor cortex that support specific actions. Rensis likert > likert scale = lists a set of possible answers with anchors on each extreme. Russell fazio > measured the accessibility of the attitude, how readily it came to mind. Measured response latency = time it takes a person to respond to an attitude question. Determine the centrality of the attitude to the persons belief system. Measure a variety of attitudes within a domain and calculate how strongly each one is linked to the others. Other ways of measuring attitudes that do not rely on explicit self-reports. Implicit attitude measures = when there is reason to believes ppl may be unwilling or unable to repot their true feelings or opinions. Non-conscious attitudes > peoples immediate evaluative reactions they may not be aware of.
