Lecture 9 - Attitudes 03/23/11 1 What is Your View? s s s s...

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Attitudes 03/23/11 1
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2 What is Your View? Coke v. Pepsi PC v. Mac sneakers v. shoes pro-choice v. pro-life for v. against death penalty
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3 Attitudes central to social psychology evaluations re: people, objects, ideas varies in direction/intensity varies in consciousness words conveying attitudes
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4 Measurement: Explicit self-report attitude scales agree to disagree (Likert) direct and easy to administer wording issues; pilot testing social desirability bias; bogus pipeline
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5 Measurement: Implicit nonverbal behavior face, body, voice monitor overt behavior interpretations
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6 Measurement: Implicit physiology heart rate, pupil dilation, sweating facial electromyograph (facial EMG) electroencephalograph (EEG) functional magnetic resonance imaging (fMRI)
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7 Measurement: Implicit implicit association test (IAT) unconscious, implicit attitudes face-word pairs reaction time (RT; fast/slow response) faster RTs: like-positive and dislike-negative
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8 IAT Example
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This note was uploaded on 06/04/2011 for the course PSY 240 taught by Professor Freitas during the Spring '09 term at SUNY Stony Brook.

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Lecture 9 - Attitudes 03/23/11 1 What is Your View? s s s s...

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