Psyb10- chpt. 7.docx - Psyb10 Chapter 7 Attitudes Behaviour...

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Psyb10- Chapter 7- Attitudes, Behaviour, and Rationalization The Three Components of Attitudes Attitude – An evaluation of an object in positive or negative ways that includes the three components: affect, cognition, and behaviour - The first component affect comes from the positive or negative emotions that are triggered by the objects. For example, when you see an object (food) you will have a positive feeling compared to when you see tests - The second component cognition consists of thoughts/ memories that are reinforced when seeing certain objects. For example, your attitude towards your favourite city would bring back memories such as childhood friends, neighbours and so on - The third component behaviours explain the evaluation of the good and bad by how a person approaches vs. avoids the problems. o There are particular areas of the brain which supports your attitude such as the motor cortex o When you see a young child crying or a delicious- looking hot fudge sundae, your mind prepares your body for the actions of caretaking or consumption Measuring Attitudes - Attitudes are usually measured by simple survey questions it is also considered to be the most widely used methodology in social psychology - When researchers want to know more about how an individual feel towards another, they use the likert scale Likert scale - a numerical scale used to assess people’s attitudes; it includes a set of possible answers with labeled anchors on each extreme invented by Rensis Likert o For example, to see how people would respond to the usage of cell phones while driving, the researchers would ask if driving while using cell phones would be acceptable in society. 1= never acceptable and 7= always acceptable - Russell Fazio and his colleagues measure the accessibility of attitudes by assessing the time it takes a person to respond this is known as the response latency o For example, a person who takes 750 ms responding to a question care more about the topic than a person who takes several seconds - A second way to assess the strength and importance of a person’s attitude towards that topic is the centrality of the person’s belief system o For example, when studying social and political issues, researchers would ask you about abortion, stem cell research and sex education at school. Implicit attitude measures- indirect measure of attitudes that do not involve self-report o This is used when people are unwilling to report their true emotions through self-report Joseph LeDoux – founder that amygdala is the central to the initial component to our attitudes
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- The almond shaped region of the brain receives sensory info from the thalamus which then provides a positive/negative response - When that part is damaged, animals will have no evaluation of the objects seen for example, they will eat feces - Shelley Taylor, Paul Razin, and Edward Rayzman, Ray Baumeuster and his colleagues, amd john Cacioppo and Wendy Gardner stated that negative evaluations are stronger than positive
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