PSYB10H3 Chapter Notes - Chapter 7: Implicit-Association Test, Russell Crowe, Tachycardia
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An attitude is an evaluation of an object along a positive-negative dimension involve affect (or emotion) how much someone likes or dislikes an object, be it a politician, a landscape, an athletic shoe, a dessert, or himself. Nearly every object triggers some degree of positive or negative emotion, which constitutes the affective component of the attitude somebody has toward it. Most attitude theorists maintain that attitudes involve more than affect. Attitudes also involve cognitions thoughts that typically rei(cid:374)fo(cid:396)(cid:272)e a pe(cid:396)so(cid:374)"s feeli(cid:374)gs: these include knowledge and beliefs about the object, as well as associated memories and images. Attitudes alert us to rewarding objects we should approach and to costly or punishing objects we should avoid. When specific attitudes are primed brought to mind, even unconsciously people are more likely to act in ways consistent with the attitude. Attitudes are most commonly determined through simple self-report measures, such as survey questions.
