PSYCH 160 Chapter Notes - Chapter 7: Implicit-Association Test, Likert Scale, Cognitive Dissonance
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Attitude: an evaluation of an object along a positive-negative dimension. A ect (emotion): how much someone likes or dislikes an object. Cognitions: thoughts that typically reinforce a person"s feelings. Include knowledge, feelings, + associated memories about the object e. g. your attitude about your favorite city involves knowledge of its history + its most appealing landmarks. Behaviors: the tendency to either approach or avoid an object. Alert us to rewarding + punishing objects we should approach or avoid. When speci c attitudes are primed, people are more likely to behave in ways consistent with the attitude. Our attitudes activate areas of the of the motor cortex, that support speci c actions e. g. seeing a baby cry prepares your body for caretaking. Attitudes are most commonly determined via simple self-report measures (e. g. surveys) Likert scale: lists a set of possible answers with anchors on each extreme e. g. 1 = strongly disagree, 7 = strongly agree.
