PSYC3272 Lecture Notes - Lecture 5: Finger Puppet, Posterior Parietal Cortex, Processing Fluency
Document Summary
Abc or tripartite model of attitudes: affective processes, behavioural processes, cognitive processes. Explicit measurements attitudes reflect dissociated representations: automatic processes activate implicit attitudes, controlled processes activate explicit attitudes. Explicit measure: likert scale for each statement indicate the extent to which you agree or disagree most common method. Implicit measure: iat = implicit association test (obama vs. mccain) vs. (good or bad) / reaction time related to implicit attitudes. Ambivalence: some things generate both positive and negative affect simultaneously e. g. winning when you could have won , more ofc (ba47) shows greater activation when people make good/bad judgements about ambivalent compared with non-ambivalent stimuli. How we get our attitudes: conditioning throughout life operant conditioning/classical conditioning. Operant conditioning good & mm-hmm study: asked students about attitudes about campus over the phone. In one condition researchers would say good after each response reinforcer.
