PSYB10H3 Chapter Notes - Chapter 7: Sport Utility Vehicle, Terror Management Theory, Fritz Heider
Document Summary
3 components of attitudes: attitude: evaluation of object resulting in positive or negative emotion, affect: how we feel about the object (emotion, cognition: what we think about the object. Knowledge, beliefs, and associated memories/ images to the object: behavior: evaluation of good vs. bad connected to behavioral tendencies. Typically measured through simple survey questions: these questions implement likert scale: numerical scale. 1: never / 7: always: d. adv: inaccurate for complex questions, response latency: time it takes an individual to respond to a stimulus, developed by russell fazio. Faster responses = stronger attitudes: centrality of attitude: how closely linked a variety of attitudes within a similar domain are. If attitude is very important, it will be strongly correlated with other attitudes related to the domain. Implicit attitude measures: indirect measures of attitudes used when people are unwilling/unable to report their true attitudes: does not require self-report questions, access to automatic attitudes: unconscious immediate evaluative reactions.
