Cognition In The Workplace 2

Front 1

What is the Third Attitude Assessment Method?

Back 1

*Nonverbal measures - patterns of facial expressions, Galvanic Skin Response (GSR), pupillary diameter, or reaction times (things that are linked together should speed up your reaction times)

Front 2

What is the Fourth Attitude Assessment Method?

Back 2

*Projective techniques - word association, sentence completion, and picture stories (have been used on occassion as an indirect measure of attitude)

Front 3

What are the Four Attitude Assessment Methods?

Back 3

*Direct (overt) method
*Indirect (covert) method
*Nonverbal measures
*Projection techniques

Front 4

What is an Implicit Attitude?

Back 4

*Implicit attitudes are activated (by particular objects, events, persons, or situations) and influence behaviors without conscious awareness of those attitudes (priming technique - computer exercise in class)

Front 5

What is an Explicit Attitude?

Back 5

*Attitudes we are aware of

Front 6

What is the Implicit Association Test (IAT)

Back 6

*Measures the differential association of two target concepts with an attribute
*It is designed to measure strength of associations between mental representations of objects in memory
*IAT requires rapid categorization of various stimulus objects such that easier pairings (and faster responses) are interpreted as being more stronly associated in memory than more difficult pairings (slower responses)

Front 7

How does Attitude Accessibility relate to attitude strength?

Back 7

*The speed with which the attitude comes to mind is associated with the strength of the attitude
*Stronger attitudes are more quickly assessed

Front 8

What is the Bona Fide Pipeline Procedure?

Back 8

*Priming technique
*Common technique to use when measuring controversial issues
*Beauty of this method is that you don't have to ask if someone dislikes something/someone
*Measures attitudes we are not consciously aware of
*Can measure pretty much any discrimination

Front 9

What are the Types of Attitude Scales?

Back 9

*Paired comparisons
*Equal appearing intervals
*Semantic differentials
*Method of social distance
*Likert method of summated ratings

Front 10

What are Paired Comparisons?

Back 10

*Each item is paired with each other item
*Interval scaling (interval scaling - equal numerical differences imply equal differences in whatever is being measured

Front 11

What are Equal-Appearing Intervals?

Back 11

*Items are place in 1-11 categories - (1) is least favorable attotude, (11) is most favorable attitude
*The median, and interquartile range are calculated for each item
*Interval scale

Front 12

What are Semantic Differentials?

Back 12

*Likert scale
Good _ _ _ _ _ Bad
Hot _ _ _ _ _ Cold
*Contains a large number of statements expressing a variety of attitudes toward a given topic
*Typical to have a 5-point scale 0-SD 1-D 2-Undecided
3-A 4-SA

Front 13

What is the Method of Social Distance?

Back 13

*The objective of this approach was to determine the most proximal behavior, that is, the closest distance to a person of another racial or nationality group at which the respondent was comfortable
*Cumulative scale
*Crude measurement - didn't improve until 1994 with the work on the scalogram analysis

Front 14

What is the Likert Method of Summated Ratings?

Back 14

*Method of summated ratings
*4-7 point scales
*Items need to be intercorrelated (Cronbach's Alpha)
*Most common for attitude scales
*Ordinal scale of measurement (the numbers refer to the ranks of objects or events arranged in order of merit)
*Psychology is fun:
*SA S N D SD (no numbers)
*Ordinal scale:
Agree 5 4 3 2 1 Disagree

Front 15

How does Classical Conditioning Explain how Attitudes are Formed?

Back 15

*The basic notion of classical conditioning, as applied to the acquisition of an attitude, is that a person acquires a new attitude toward something that is repeatedly paired with a pleasurable or painful stimulus (regardless of what the person does).
*Positive feelings or attitudes are developed toward stimuli that are accompanied by pleasurable experiences, and negative feelings or attitudes are developed toward stimuli that are accompanied by painful experiences