Lecture 4

Question 1

results of study where participants rated jams

Answer 1

experimental condition: they had to list reasons why they liked or disliked each before giving their rating.

control condition: they do an unrelated task before saying which jam they prefer.

results: control participants ratings were more similar to expert rankings

Question 2

results of study on choosing posters

Answer 2

Participants chose poster after reasoning or no reasoning. Those who considered reasons for choosing a poster were less satisfied 2 weeks later & more likely to request a switch

so, sounds like it’s better to not think too much about reasons.

Question 3

the idea of wilson’s work on “thinking too much”

Answer 3

• Suggested that we often have gut-level preferences that are independent from our analytical reasons
• Proposed that we don’t have introspective access to the reasons behind our preferences and decisions

Question 4

Wilson’s Dual Attitude Model

Answer 4

Proposed that people can simultaneously hold two attitudes toward the same object: one is more gut-level, the other is more reasoned.

-which attitude is expressed depends on one’S goals and the situation

Question 5

What is Zajonc’s theory: preferences need no inferences

Answer 5

Overall, Zajonc’s theory challenges the traditional view that preferences and attitudes are solely the result of conscious, rational deliberation. Instead, it emphasizes the role of affective processes in shaping preferences, often occurring without conscious awareness or deliberate reasoning.

Question 6

automatic attitude

Answer 6

an attitude association that is automatically activated and expressed unless it is self-regulated: reflects one’s true personal attitude

Question 7

implicit attitude

Answer 7

unintended influence of attitude or past experience on one’s response

Question 8

results of study IAT of consumer product attitudes

Answer 8

• IAT measures showed strong preference for brand-name products
• self-report measure showed only weak preference for brand names
• when choosing without time-pressure, choices reflected explicit attitude: generic products
• when choosing under time pressure, choices reflected implicit attitude: most chose brand names

Question 8

Why is the implicit associaiton test IMPLICIT

Answer 8

Because it reflects an indirect influence on behavior

Question 9

result of study on newlyweds & implicit attitudes toward spouse

Answer 9

More positive Time 1 implicit attitude predicted increased satisfaction over 4 years