Lecture 1

Question 1

Explicit measure: Likert scale

Answer 1

how strongly do you agree or disagree witht the statement: I enjoy eating meat”

Question 2

Explicit measure: Semantic differential

Answer 2

Assesses bipolar evaluation of an attitude object: everything is on a bad to good scale, unpleasant to pleasant.

Question 3

Explicit measure: feeling thermometer

Answer 3

assesses degree of coolness vs. warmth toward attitude object
-often used to study political and social topics

Question 4

which explicit measure allows comparison across attitude objects

Answer 4

semantic differential

Question 5

implicit attitudes measures: automatic attitude task

Answer 5

spider as prime, respond to negative target more fast, and positive target more slow
-attitude toward object is indicated by speed of classifying good/bad target

Question 6

implicit attitude measures: automatic prejudice

Answer 6

negative words are classified faster after black than white primes

Question 7

The implicit association test (IAT)

Answer 7

• Incongruent trials vs congruent trials
• Implicit bias: harder for you to do the incongruent task
• Indirect because you never ask whether or not you like white or black people.

Question 8

Study with facial electromyography (EMG)

Answer 8

results of self-report: people think black are more friendly

results of EMG: more negative (brows) activity to black faces for high-prejudice Ps

Question 9

the three witches of attitudes

Answer 9

content, structure, function

Question 10

what is the model around the three witches of attitudes called

Answer 10

The Tripartite Model

Question 11

An example of the cognitive component

Answer 11

“I like x”, usually measures using self-report, can express complex attitudes that depend on contexts

Question 12

an example of the affective component

Answer 12

pleasant/unpleasant, joy, fear, can be measures with self-report or physiological measures

Question 13

the behavioral component

Answer 13

choices, approach or avoidance responses, distance from object, recalled behaviors

Question 14

when attitudes are ambivalent, they are

Answer 14

• less certain
• held with less confidence
• less stable
  -less predictive behaviors

Question 15

what is meant by attitude content?

Answer 15

Attitude content refers to the different aspects or components that make up an individual’s attitude towards an object (cognitive, affective, behavioural)

Question 16

name some functions of emotion

Answer 16

• object appraisal (apprach beneficial things and avoid harmful ones)
• social adjustment function (identify with liked people and dissociate from disliked ones)
• knowledge function (organizes information about things)
• value expression function: showing others what we value and who we are, expressing our self-concept and central values. for example, picking eco-friendly transportation can reflect our concern for the environment

Question 17

bivalent model of attitudes: how is ambivalence represented on the positive scale and negative scale

Answer 17

strong positive attitude + strong negative attitude = ambivalent

weak positive attitude and weak negative attitude = indifferent

Question 18

a study shows that if you have ambivalent attitude and one is primed, than that attitude will be more expressed in your behaviour. what does that mean?

Answer 18

when attitude is ambivalent, its expression depends on the context