01:830:321 Chapter Notes - Chapter 6: Implicit-Association Test, Implicit Attitude, Cognitive Dissonance

• School: Rutgers University
• Department: Psychology
• Course: 01:830:321
• Professor: K.Howansky

Document Summary

Attitudes are pervasive it"s hard to be neutral towards ideas. Physiology: heart rate, arousal can either be a positive or negative thing. Attitude- a positive , negative, or mixed reaction to a person, object, or idea. They are measured using self reports or covert measures. Attitude scale- a multiple item questionnaire to measure a person"s attitude toward some object. Facial electromyography- an electronic instrument that records facial muscle activity associated with emotions and attitudes. Implicit attitude- attitude such as prejudice that one is not aware of having. Implicit association test- a covert measure of unconscious attitudes derived from the speed at which people respond to pairings of concepts such as black or white, good or bad. Evaluative conditioning- the process by which we form an attitude toward a neutral stimulus because of its association with a positive or negative person, place, thing.