PSYB10H3 Chapter 7: Chapter 7
Document Summary
Attitude positive or negative evaluation of an object that includes three elements of affect, cognition and behaviour affect what we feel about something; cognitive what we think about something. Likert scale: a numerical scale used to assess people"s attitudes; it includes a set of possible answers with labeled anchors on each extreme. Response latency: the time it takes an individual to respond to a stimulus, such as an attitude question. Implicit attitude measure: indirect measure of attitudes that does not involve self-report. Attitudes may conflict with other influences on behavior: social norms, other conflicting attitudes, and situational factors also influence behavior. Attitudes can be inconsistent: emotional and cognitive aspects conflict, for instance, liking a person"s talent but disliking his or her arrogance. Attitudes are often based on second hand information: research shows attitudes based on firsthand experience better predict behavior.
