persuasion6ov - Measuring Attitudes Why are attitudes hard...

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Measuring Attitudes
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Why are attitudes hard to measure? Not directly observable People may misrepresent their attitudes People may not have a clear idea what their attitudes are Implicit attitudes (unconscious)
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Why measure attitudes? To determine if they predict behavior To determine if they change in response to persuasive attempts
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Indirect measures of attitudes Lost letter technique Bogus pipeline Evaluative Priming Error choice technique Evaluation of neutral stimulus Implicit Association Test
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Implicit Association Test Good Bad Joy
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Physiological measures of attitudes Facial Electromyography Event-related brain potentials Pupil dilation Galvanic skin response
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Direct measures of attitudes Open-ended vs. close ended Problems with close ended: Acquiescence bias Non-attitudes Order in which questions are asked: may want to appear consistent with previous response Single item versus multiple item measurement
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This note was uploaded on 03/30/2008 for the course COM ARTS 368 taught by Professor Vanswol during the Spring '08 term at University of Wisconsin.

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persuasion6ov - Measuring Attitudes Why are attitudes hard...

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