PSYC 215 Chapter Notes - Chapter 7: Implicit-Association Test, Implicit Attitude, Likert Scale

• School: McGill University
• Department: Psychology
• Course: PSYC 215
• Professor: Mark W Baldwin

Document Summary

Attitudes influences behavior, but behavior also influences attitude. E. g. environmentalist driving non-eco car, tells himself there"s no link between environment and type of car driven. By getting skeptics to endorse, they no longer become skeptic bc the fact that they are endorsing makes them believe in what they"re doing: components and measurement of attitudes. Attitude: evaluation of an object in a positive or negative fashion that includes 3 components. Affect - emotion, how much someone likes/dislikes an object. Behavior - tendency to approach rewarding objects or avoid punishing objects. Rating attitude on likert scale: possible answers with labeled anchors on each extreme. Accessibility to attitudes measured with response latency: amount of time it takes to respond to a stimulus. Answering faster = stronger attitudes abt subject than slower. Asked how good of a president candidate would make. Shorter response time > predictor of who they believed won the 1st debate and who they would vote for.