PSYC 215 Chapter Notes - Chapter 6: Electromyography, Theory Of Planned Behavior, Likert Scale
25 Jul 2015
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Attitude: a positive, negative or mixed reaction to a person, object or idea. Often instantaneous and automatic, like a reflex action. Serve important functions such as enabling us to judge quickly and without much thought. Problem: can lead us to become close-minded, bias the way we interpret new information and make us more resistant to change. Self-report measures: easiest way, direct and straight forward. To get respondents to answer attitude questions more truthfully, can use bogus pipeline: mechanical device that supposedly records our true feelings, like a lie-detector test. Respondents tend to lie less not wanting to get caught in a lie (device doesn"t truly record feelings; you just make the respondent believe it does). Covert measures: collect indirect, covert measures of attitudes that cannot be controlled: use observable behaviour such as facial expressions, tone of voice and body language. Problem: people monitor their overt behaviour just as they monitor self-report.
