PSY 306 Chapter Notes - Chapter 7: Likert Scale, Heart Rate, Terror Management Theory
10 Aug 2019
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Attitude: evaluation of an object along a positive-negative dimension. Cognitions (thoughts that reinforce a person"s feelings) Commonly measured through self-report measures, such as survey questions. Likert scale: lists a pet of possible answers with anchors of each extreme. One approach is to measure the accessibility of the attitude, as in how readily it comes to mind. Response latency: researchers track the time it takes a person to respond to an attitude question. Another approach is to determine the centrality of the attitude to the person"s belief system. Measure a variety of attitudes within a domain and calculate how strongly each one is linked to the others. Implicit attitude measures: an indirect measure of attitudes that doesn"t include a self report. Used when there is reason to believe that people may be unwilling or unable to report their true feelings/opinions, such as nonconscious attitudes. Using physiological indicators to capture people"s attitudes.
