PSY320H1 Chapter Notes - Chapter 1: Likert Scale, Semantic Differential, Impression Management
Document Summary
Strong attitudes have been found to differ from weak attitudes by being: Assess attitudes without requiring an individual"s direct awareness of their attitude or how it is being measured. In many domains, responses on implicit measures of attitude are not necessarily consistent with people"s self-reported ratings of their own attitudes. Evaluative conditioning describes the process whereby the repeated presentation of an attitude object paired with an affective sensation comes to elicit an evaluation of the attitude object. Likert scale: belief statements are written to indicate either a favorable or unfavorable attitude. Semantic differential approach: participants given a set of bipolar adjective scales, each of which is separated into a number of categories. Participants are asked to evaluate the attitude object by indicating the response that best represents their opinion. Individuals might occasionally be unaware of their underlying attitude toward an object.
