PSY 124 Lecture Notes - Lecture 6: Implicit-Association Test, National Enquirer, Social Desirability Bias
11 Sep 2017
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Generally favorable or unfavorable evaluative reactions toward something or someone. Ambivalence: simultaneously hold positive and negative attitudes toward the item in question. 3 key components to remember: a- affect (feelings, b- behavior (intentions/actions, c- cognition (thoughts) No real consensus on the best method! Thousands of studies find average implicit biases: self over other, white over black, young over old, thin over obese, males and careers & females and family. Unequivocally, yes: white police officers shooting black suspects, employers hiring a male applicant over a female applicant or hiring a thin women over a heavier one. Jurors assigning guilt and stiffer sentences to aboriginal defendants. Explicit measures still predict behavior better but. Implicit measures outperform explicit measures when measure socially sensitive topics. Lepiere (1934): attitudes and behaviors don(cid:495)t always go hand in hand. Festinger (1964): found little evidence of this: chinese patrons study, we come to believe in what we stand up for.
