social psych notes 2

social psych notes 2 - Social Psychology Notes 2 How...

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Social Psychology Notes 2 How attitudes are measured attitude scale: a multiple-item questionaire designed to measure a person's attitude toward some object bogus pipeline: a phony lie detector service designed to manipulate callres covert measures: electromyography of facial expression can access basic emotions like joy, sadness, anger, etc muscles accessed: frontalis, corrugator, zygomatic, depressor lie detector tests electroencephalography how attitudes are measured: The Implicit Association Test (IAT) based on notion that we have implicit attitudes measures speed of which a person responds to word pairing, concept pairing, word association, etc The Link Between Attitudes and Behavior Is the assumption that attitudes influence behavior a valid one? LaPiere's (1934) provocative but flawed study Wicker's conclusion that attitudes and behavior are weakly correlated he asked restaurant owners how they felt about Chinese people, 90% reported feelings of prejudice, went to restaurant with Chinese ppl but only refused once Kraus (1995) “Attitudes significantly and substantially predict future behavior.” Kraus believed it depended on context Where you are, what are they wearing ie: you may have general negative attitudes about Chinese people, but you may not display your negative feelings towards them in all contexts. For example, if you were doing business with a Chinese person, etc. Thus, attitude predicts future behavior to a certain extent, depending on context Theory of Planned Behavior: Attitude toward a behavior, Subjective norm, and perceived behavior control all determine intention → which in turn determines behavior Subjective norms – beliefs about what others think about certain subjects, or how others think of you perceived behavior control – we only act when we feel that behavior is within our control ie: Condom use: attitude: most ppl think u should use them subjective norm: we mainly agree we should use it perceived behavior control: you're at a party, had a lot to drink, see a hot guy, feel like getting some, forget to use your senses Intention- “He's hot, I want to do him.” Behavior: flirty, promiscuous Strength of an Attitude Why do some attitudes have more influence on behavior? Depends on attitude's importance or strength Is there a strong interest? Is there a strong philosophy? Are there implications of having this attitude? (the more informed you are, the more
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intense your attitude is) Why are some attitudes stronger than others? Because of genetic makeup? Studies have shown that attitudes can be linked to our genes ie: personality traits, sexuality, etc. The more stronger your attitude towards a certain issue, the more you stubborn you'll be
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This note was uploaded on 02/16/2009 for the course PSYC 355 taught by Professor Barone during the Fall '07 term at USC.

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social psych notes 2 - Social Psychology Notes 2 How...

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