PSYC1004 Lecture Notes - Lecture 2: Ambivalence, Classical Conditioning, Zygote
25 Oct 2018
School
Department
Course
Professor
Document Summary
Prejudice for an example is a negative attitude towards people based on their membership in a certain group. Affect: (emotion) evaluations are based on positive and negative emotions associated with a target/issue/attitude object. Behavior: a behavioral tendency or intention to act in a certain manner towards the attitude object. Cognition: evaluations based on beliefs & facts. Attitude strength (durability (resisting change and lasting time), impact (how much it effects you and you life), extremity (how strongly you feel about it) Attitude importance (how much vested interest you have for that attitude) Attitude accessibility (how easily it comes to mind) Attitudinal ambivalence (whether you have mixed feelings or not) Attitudinal coherence (is there an alignment between the affect, behaviour and cognition?) Implicit measures: designed to measure peoples attitudes in ways they can not consciously control, eg: measure of implicit association eg iat) Subliminal conditioning: mere exposure (just seeing something a lot regardless of your initial reaction to it can cause attitudes)
