PSYO 252 Chapter Notes - Chapter 6: Implicit-Association Test, Attitude Change, Theory Of Planned Behavior
Document Summary
The study of attitudes: an attitude is an affective, evaluation reaction toad a person, place, issue, or object. Such measures include nonverbal behaviour, the facial electromyograph (emg), brainwave patterns, and the implicit association test (iat): facial electromyograph: an electronic instrument that records facial muscle activity with emotions and attitudes. Implicit attitudes: an attitude, such as prejudice, that one is not aware of having. Implicit association test (iat): a covet measure of unconscious attitudes derived from the speed at which people respond to pairings of concept such as blacker white with good or bad. Evaluative conditioning: the process by which we form an attitude toward a neutral stimulus because of its association with a positive or negative person, place, or thing. Persuasion by communication: persuasion is the most common approach to changing attitudes is through a persuasive communication. The message: on the peripheral route, lengthy messages are persuasive. The audience: people are most consistently different or easy to persuade.
