Lecture 7

Question 1

What are the components of attitudes?

Answer 1

Affective component - liking or feelings about the attitude object
Behavioural component - how we behave toward the attitude object
Cognitive component - our thoughts and beliefs about the attitude object

Question 2

What are the properties of an attitude?

Answer 2

Valence: evaluation, if positive or negative
Strength: certainty or probability (strength)
Complexity: number of elements in the attitude

Question 3

How to measure attitudes?

Answer 3

Explicit measures: self-report, Guttman, Semantic differentials, Likert scales
Implicit measures: ones we are not aware of, implicit association test, go/no go association task

Question 4

Guttman Scale

Answer 4

agree or disagree, gradually increase in specificity, people will agree up to a point and then stop agreeing (test extremities) need unidimensional hierarchy of items

Question 5

Semantic differential

Answer 5

Choose where position lies on a scale between two bipolar adjectives, use factor analysis

Question 6

Likert scale

Answer 6

indicate level of agreement to a statement

Question 7

what is Ajzen’s attitude measure

Answer 7

Taking the product of behavioural beliefs (beliefs about the outcomes associated with the attitude object) and outcome evaluations (evaluations of the outcomes associated with the attitude object)

Question 8

Implicit measures of attitudes

Answer 8

Implicit association test and go/no go task

Question 9

do implicit and explicit measures correlate?

Answer 9

no.

Question 10

should they correlate?

Answer 10

some say yes some say no they measure different stuff

Question 11

When do attitudes guide behaviour?

Answer 11

• Attitude accessibility
• Attitude compatibility
• Personal control