Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key


Play button


Play button




Click to flip

15 Cards in this Set

  • Front
  • Back
What is the Third Attitude Assessment Method?
*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)
What is the Fourth Attitude Assessment Method?
*Projective techniques - word association, sentence completion, and picture stories (have been used on occassion as an indirect measure of attitude)
What are the Four Attitude Assessment Methods?
*Direct (overt) method
*Indirect (covert) method
*Nonverbal measures
*Projection techniques
What is an Implicit Attitude?
*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)
What is an Explicit Attitude?
*Attitudes we are aware of
What is the Implicit Association Test (IAT)
*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)
How does Attitude Accessibility relate to attitude strength?
*The speed with which the attitude comes to mind is associated with the strength of the attitude
*Stronger attitudes are more quickly assessed
What is the Bona Fide Pipeline Procedure?
*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
What are the Types of Attitude Scales?
*Paired comparisons
*Equal appearing intervals
*Semantic differentials
*Method of social distance
*Likert method of summated ratings
What are Paired Comparisons?
*Each item is paired with each other item
*Interval scaling (interval scaling - equal numerical differences imply equal differences in whatever is being measured
What are Equal-Appearing Intervals?
*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
What are Semantic Differentials?
*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
What is the Method of Social Distance?
*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
What is the Likert Method of Summated Ratings?
*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
How does Classical Conditioning Explain how Attitudes are Formed?
*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