Week 11

Question 1

What is an automatic process?

Answer 1

Stimulus-driven, involuntary cognitive process.

Question 2

Implict Association Test aim?

Answer 2

To measure automatic association intention. Target Pair - e.g. good/bad
Attribiute pair - e.g. two catagories.

Question 3

How to measure bias via the IAT?

Answer 3

• calculated as the performance on block 1 vs block 2.
• subjects tend to be slower and make more errors when the “wrong” target and attribute categories are mapped together.

Question 4

Example of IAT?

Answer 4

Alcohol
Target pair - alcohol vs soft drink
Attribute pair - approach vs avoid
100% accuracy = training completed.
Results - 13% change.

Question 5

What is the formative search process?

Answer 5

Source
Message
Channel
Recipient (audience segmentation)
Context

Question 6

The communication/persuasion Matrix Model of Media Effects - 6 steps

Answer 6

Exposure
Attention
Comprehension
Acceptance
Retention
Action