Attitudes Flashcards
(53 cards)
What are attitudes?
A mental state of readiness that exerts influence on individuals response to object and situations to which it is related (Allport, 1935)
What are the components of attitudes?
Thought, feeling and action: affective, behavioural and cognitive components
What is the affect of attitudes?
Done to evaluate an unfamiliar person
What is subliminal exposure?
Affect-arousing image prior to seeing pictures of a person
Who looked at subliminal exposure?
Krosnick et al., (1992)
What is the cognition of attitudes?
Stereotypes that will reflect the beliefs of a social group
What did Riek et al, 2006 find out from cognitions?
Negative stereotypes are a predictor of prejudicial attitudes
Who looked at behaviour and attitudes?
Brinol & Petty (2003)
What did Brinol and Petty do?
Asked to evaluate new headphones
when performing various movements
Up-down motion (nodding head) vs.
side-to-side motion (shaking head)
while listening to arguments through
headphones
What did Brinol and Petty find?
More likely to agree when participants
nodded vs. shook head
What are the two attitude structures?
One dimension and two dimension
Who looked at attitudes and their structures?
MacDonald and Zanna 1998
What is the procedure of MacDonald and Zanna
Participant feminist attitudes –
ambivalent vs. non-ambivalent. Primed to think about positive agentic or negative interpersonal qualities of feminists. Rated job application from a
feminist
What were the findings from MacDonald and Zanna?
There is an increased likelihood of being hired whether ambivalent or not, when there is positive priming
What are the functions of attitudes?
Knowledge= providing meaningful realities
Instrumental= maximising rewards and minimising punishments
Ego defence= protection one’s self-esteem
Value expressve= express one’s identity and core values
What are the 4 direct ways to measure attitudes?
Thurstone’s scale of equal appearing intervals, Guttman’s scalogram, Osgood’s semantic differential, Likert’s methodof summated ratings
What is the procedure of the Thurstone scale?
Generating 100 statements ranging in intensity, judges order statements into 11 categories denoting in intensity, 2 statements from each category used that have high inter-judge agreement, administer 22 statements in an agree/disagree format, average sum of agreed statements
What is the procedure of the Guttman’s scale
Statements arranged in a hierarchy where there is an agreement with statement implying approval of prior statements
Measures a single, unidimensional trait
What is the procedure of Osgood’s semantic differential?
Does not measure opinions but evaluations of objects/person on a set of semantic scale
What is the likert scale?
Statements that respondents indicate their strength of agreement/disagreement using a scale
What is the strengths of the likert scale?
Convenient and easy to administer, provides standardised measure that can produce scores that
can be compared, can have a range of positive and negative statements
(acquiescence bias)
What are the limitations of a likert scale?
Can force people to agree/disagree with ideas that may not correspond with how they see things, acquiescence bias, social desirability
What are the indirect measures of attitudes?
Physiological measures and implicit association test
What is the procedure of physiological measures?
Comparison of physiological reading taken in the presence of a neutral
object, with one taken in the
presence of the attitude
object
