Social Psychology Notes 2
How attitudes are measured
attitude scale: a multiple-item questionaire designed to measure a person's attitude toward
bogus pipeline: a phony lie detector service designed to manipulate callres
electromyography of facial expression can access basic emotions like joy, sadness,
muscles accessed: frontalis, corrugator, zygomatic, depressor
lie detector tests
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
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.
example, if you were doing business with a Chinese person, etc.
Thus, attitude predicts future behavior to a certain extent, depending on
Theory of Planned Behavior:
Attitude toward a behavior, Subjective norm, and perceived behavior control
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
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