Attitude Measures

Question 1

Attitude

Answer 1

A positive or negative evaluation of an attitude object (person, place, or thing)

Question 2

Attitudes are:

Answer 2

Hypothetical nodes in a structure (inferred by researchers)

Question 3

Triangulation

Answer 3

Must ask multiple questions and use multiple measurements to gage an attitude

Question 4

What type of responses do researchers study to gage an attitude?

Answer 4

Overt behavior, direct/explicit responses to a question, and implicit or unconscious responses

Question 5

What is a direct measure?

Answer 5

Explicit self-report measure

Question 6

Retrieval

Answer 6

Ability to retrieve from memory relevant information to express preference

Question 7

Response Formatting

Answer 7

How a researcher allows respondents to answer a question shapes the responses they give

Question 8

What are two reasons that researchers commonly provide to justify the use of implicit measures

Answer 8

Attitudes are not necessarily available to introspection and impression management can affect responses

Question 9

What do context effects do?

Answer 9

They change the way in which you respond

Question 10

What are some examples of how to measure behavioral or psychophysiological responses?

Answer 10

EEGs, fMRIs, hormonal responses OR having someone sign a petition or giving people an option to take a condom