PSY 304 Chapter Notes - Chapter 6 and 7: Implicit-Association Test, Twin Study, Cognitive Dissonance
22 Sep 2016
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Attitudes: affective, evaluative reaction towards a person, place, issue or object. Most common way to measure attitude is through self-reports, such as attitude scales. To get respondents to answer question honestly, the bogus pipeline may be used. Covert measures may also be used like non-verbal behaviors, facial electromyography (emg), brain wave patterns and implicit association test (iat) Twin studies suggests that people may have genetically predisposed attitudes however research shows that attitudes are formed by experience and evaluative conditioning- when people develop strong attitudes towards neutral objects because of their association with positive and negative stimuli. Attitudes do not necessarily correlate with behavior but under certain conditions, there is a high correlation. Most common approach to changing attitudes is persuasive communication. When people think critically about a message they take the central route to persuasion and are influenced by strength of the arguments.
