Psych notes - 3 - Dual Attitude Approach - People have...

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Dual Attitude Approach - People have explicit (conscious) and implicit (automatic) attitudes toward social groups o Explicit attitudes measured with self-reports “paper and pencil” - Implicit attitudes measured with computer tasks (IAT) o Response latencies and errors - Widely used measure is Implicit Association Test (IAT) o When concepts associated, faster to respond (shorter response latency) o Uses speed of categorizing stimuli to test the strength of automatic associations o Implicit prejudice strong White = good / Black = Bad associations o Evidence of “pro-White” bias when faster to respond when White paired with good and Black paired with bad relative to White/Bad and Black/Good - Implicit attitudes tend to be dissociated from explicit attitudes o Often more negative than explicit attitudes - Implicit and explicit attitudes influence different responses o Explicit: overt bias, policy preference o Implicit: nonverbal bias, split second decisions Implications of Implicit Prejudice - Biases may have implications for split-second decisions in the real world - Example: associating Black people with danger influences weapon identification o Payne (2001) when primed with a Black face people are quicker to
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This note was uploaded on 04/10/2008 for the course PSYCH 360 taught by Professor Butz during the Spring '08 term at UMass (Amherst).

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Psych notes - 3 - Dual Attitude Approach - People have...

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