PSYC 104 Chapter Notes - Chapter 7: Implicit-Association Test, Leon Festinger, Botulinum Toxin
Document Summary
Attitude- an elevation of an object along a positive-negative dimension. Affect- how much people like or dislike an object. Cognitions- thoughts that typically reinforce a person"s feelings. Includes knowledge and beliefs of object, as well as memories and images. Likert scale- numerical scale used to asses people"s attitudes; includes a set of possible answers with labeled anchors as extremes. Ex) asked to respond on a scale of 1-7 (1=never acceptable, 7=always acceptable) about attitude towards texting while driving. Sometimes fails to differentiate between stronger and weaker attitudes if questions are slanted to one answer (like how much do you value your freedom ?) Response latency- the amount of time it takes an individual to respond to a stimulus, such as an attitude question. People who respond faster are more likely to have a stronger attitude. Asses centrality of attitude in individual"s belief system.
