SOC 300 Lec. 2 - Unit 2 Class Objectives: Understand...

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Unit 2 Class Objectives: Understand Implicit Attitudes!
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Implicit Attitudes: “are manifest as actions or judgments that are under control of automatically activated evaluations….” Implicit…without awareness. Dovetails with research on: Mere Exposure Automaticity Autoevaluation
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Design of IAT >Initial target-concept discrimination “Is X name black or white?” >Associated Attribute Discrimination “ Is X pleasant or unpleasant? >Initial combined Task Black + Pleasant White + Unpleasant ---Let’s take a look at this in action:
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IAT Basic Results: Participants will be slower to hit X to pleasant and cockroach than pleasant and puppy. Why? Because 2 items that are closely associated are more heavily linked…chronic Hard-wired response mapping Immune to self-presentation BUT….does it predict behavior? May simply reflect general learned associations or the mere exposure to general societal forces…e.g., sensationalism, fear etc. May not tap true attitudes or behavioral tendencies of the individual
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Problems with the IAT IAT effects are reduced with repeated administration IAT Effects are smaller with picture stimuli than with word stimuli Order of combined tasks influences IAT effects (priming effects: prejudiced versus egalitarian) Participants can fake the IAT when instructed
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This note was uploaded on 04/28/2008 for the course PSYCH 352 taught by Professor Mcculluch during the Spring '08 term at University of Illinois at Urbana–Champaign.

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SOC 300 Lec. 2 - Unit 2 Class Objectives: Understand...

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