Attitudes

Front 1

3 components of an attitude

Back 1

Affective = likings/feelings
Behavioural = how we behave towards object
Cognition = beliefs and thoughts about object

Front 2

Attitude Properties

Back 2

Valence
Complexity
Strength

Front 3

Explicit Measures of Attitudes

Back 3

Guttman Scale - Indicating agreement/disagreement with statements that gradually increase in specificity. Used to work out how extreme an attitude is
Likert Scale
Semantic Differential- asked to chose where position lies on a scale between 2 bipolar adjectives

Front 4

THEORY OF REASONED ACTION

Back 4

Assess attitudes by take the product of behavioural beliefs x outcome evaluations

Front 5

IMPLICIT MEASURES

Back 5

Implicit Association Test (IAT)
Go-No Got Association Task (GNAT)

Front 6

IAT

Back 6

Asked to sort out stimuli representing 4 concepts - me, not me, positive, neg
Assumption: sorting task will be considerably easier for things that are more strongly related
Strength of Association measured using comparative RTs

Front 7

STUDY: Karpinsky

Back 7

IAT tasks with either Santa or Hitler as the 'not me'
= less positive Self Esteem when Santa = other
More positive Self Esteem when Hitler = other

Front 8

STUDY: Bosson, Swann + Pennebacker

Back 8

Measured correlations between implicit and explicit measures - they did NOT correlate

Front 9

Should Implicit and Explicit measures correlate?

Back 9

NO; They assess different constructs
YES: Should be highly correlated unless people are motivate/capable of controlling responses

Front 10

When do attitudes guide behaviour?

Back 10

1) Accessible
2) Compatible
3) Belief in personal control