PSY 4630 Notes 1/23/13 -With every attribute we can have a subjective probability and an evaluation. These together can lead to our Cumulative Attitude. Differences: -Additive Model: each new piece of positive information increases attitude favorability.
PSY 4630 Notes 1/16/13 -IAT has been used to measure lots of sensitive attitude topics (race, gender, gays) -IAT has been criticized a lot, perhaps due to its popularity. It may not measure attitudes people actually endorse, just their associations. The I
PSY 4630 Attitudes and Persuasion Notes 01/09/12, Attitude Measurement, CH.2 -We can't directly observe attitudes, but we still need to measure them. We use operational definitions (specific, observable outcomes that we can use to measure a concept). We h
Strong attitudes are more impactful 4 consequences: Persist over time having a positive attitude toward diet coke and having a high attitude toward it still a year from now (highly persistent). Resist Persuasion Predict Behavior In