Bona fide pipeline technique based on notion that

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Bona fide pipeline technique: based on notion that when you are presented with an object, your attitude toward that object can spontaneously come to mind even if you are not specifically asked to report your attitude can then influence your judgments of other objects Present respondents with a dual judgment task in which people are told that they will first be briefly presented with a word prime on computer that they should try to remember and that they will then be presented with a second target word for which they will need to make an evaluative judgment The Implicit Association Test Measures association of two concepts with positive and negative evaluations Psychological Measures of Attitudes Facial Electromyography How effective would this procedure be if people had few emotion reactions associated with the topic? Expensive equipment and extensive training Event-Related Brain Potentials Particular pattern of electrocortical activity that occurs when people are categorizing a sequence of objects Large ERP: categorize sequence of objects on some dimension and the person encounters one object that is inconsistent with the categorization of the previous objects Can accurately assess attitudes even when a person is deliberately misreporting his or her attitude during the categorization task Brock Chapter 4: Actions and Attitudes: The Theory of Cognitive Dissonance Actions people take sometimes help form or change their attitudes Actions direct attitudes Under the right circumstances, most people change their attitudes to justify their behavior Explaining the Change: The Theory of Cognitive Dissonance Whenever a person holds cognitions that are inconsistent with one another, the person experiences an uncomfortable state of tension
People are motivated to reduce the unpleasant tension state by reducing the inconsistency o Changing one of their cognitions, adding a cognition, or reducing the importance of their cognitions People change the cognition that least resistant to change and in most cases that tends to be people’s attitudes rather than their behaviors Saying What You Don’t Believe: The Psychology of Induced Compliance The participants who lied later reported that the spool task was interesting –they reduced their dissonance by changing their attitudes about the task Making Choices Dissonance is caused by the negative elements of the course of action chosen and the positive elements of the course action that was not chosen After a person makes a choice the person tends to think that choice is better and the rejected options are worse than he or she thought before Justifying Effort The more people have suffered to attain things, the more they will come to like those things better Expending effort may lead to cognitive dissonance and persuasion: o If people endure a strenuous interview process to get a job, they may reduce their dissonance by liking the job more Retailers: o

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