PP&SP lecture 7

What is activity of words and phrases?

"active - passive"

What is evaluation of words and phrases?

"good - bad"

What is potency of words and phrases?

"strong - weak"

Often how many response levels are there?

- 5 e.g. strongly agree, agree, neutral disagree, strongly disagree

What is Perceived Behavioural control?

- How much control I believe I have in behaviour -The less control we believe we have, the weaker intention

What is motivation to comply?

- What others think I should behaviours - significant other

What is the format of Guttman scale?

- Yes/No dichotomous format OR - Liket scale format

What is behavioural component about?

- how we behave toward the object - approach/ avoid

What is affective component about?

- liking or feelings about the objects

What is the role of behavioural intentions?

- mediator - mediate from 1. Attitude 2. subjective norm 3. Perceived Behavioural control to behaviour

What is the characteristic of Guttman scale?

- questions increase in specificity - successive statements showing increasingly extreme positions

What is the problem with self-report measures?

- susceptible to self-presentation concerns - lack of accessibility to the construct of interest i.e. unwilling to self-report

What is cognitive component about?

- thought and beliefs about the object

What is the result of correlation test?

-All explicit measure correlated with each other (r >.45) Of the implicit measures, only - Preferences for Initials and birthday numerals correlated

What is strength?

-Certainty or probability - how strong the attitude is

These 3 dimension were found to be...?

-Cross-cultural - universal

What does the Theory of Reasoned Action emphasis?

-Deliberative planned -Reasoned behaviour

Is there any statistical characteristic change in different scale point?

-NO - Very little difference in -SD/Variance & - mean - skewness

How did Bosson, Swann, & Pennebacker examine [the correlations between explicit and implicit measure of self-esteem]?

-Use 4 explicit measure including Rosenberg self-esteem -Use 7 implicit measure including, - IAT and - Initials and birthday preference task

What is the rationale of Guttman scale?

-people will agree with all statement up to a point (more or less extreme) then will stop agreeing

How does attitude bias perception of objects?

-positive attitude make positive features salient -negative attitude make negative features salient

What does faster RT indicate?

-strong association => more positive attitude

What is complexity?

-the number of element in the attitude - complex or simple belief

How is the strength of association assessed by IAT?

-using relative/comparative reaction times Comparing RT in -compatible block to -incompatible block

According to Hofman, Gawronski, Gschwendner, Le, and Schmitt, What is the average correlation between implicit and explicit measure?

0.24

Allport proposed attitude determine individual behaviour. If attitude guide behaviour, we can infer...

1 Measuring attitude -> predict behaviour 2. Changing attitude -> change behavior

3 components of attitude

1. Affective component 2. Behavioural component 3. Cognitive component

According to the Theory of Planned behaviour, which two component directly affect behaviour?

1. Behavioural intentions 2. Perceived behavioural control

how does personal control influence the effect of attitude on behaviour?

1. Believe can control behaviour - attitude have influence on behavior 2. Believe cannot control behaviour - attitude have little influence on behavior

Which two factors construct Perceived behavioural control?

1. Control beliefs 2. Influence of Control beliefs

3 ways to measure attitudes

1. Explicit measures 2. Implicit measures 3. infer from observing behaviour

3 Examples of self-report measures

1. Guttman scales 2. Semantic differentials 3. Likert scales

2 Example of implicit measures

1. Implicit Association Test (IAT) 2. Go/No-Go Association Task (GNAT)

[Again] Give 2 example of implicit measure?

1. Implicit Association Test (IAT) 2. Go/No-Go Association Task (GNAT)

Which two factors construct subjective norms?

1. Normative beliefs 2. Motivation to comply

What is the possible categories combination in IAT?

1. Object-Attribute, OR 2. Object-Concept

what does Nosek find, regarding correlation between implicit and explicit measures?

1. Social desirability play a role 2. evaluative strength is important

What is the result of Karpinskin study?

1. The index vary as a function of "the other" 2. Index was less positive when "the other" is friend/ santa 3. Index was more positive when "the other" is Hitler

What theory of Attitude did Ajzen proposed?

1. Theory of Reasoned Action (TRA) 2. Theory of Planned Behavior (TPB)

What is the limitation of IAT?

1. Too relative, can't disentangle finding 2. Meant to measure unconscious, but got up to 3 seconds to response, which allow people to alter

What does theory of planned behaviour emphasis?

1. attitude is not the only thing guide behaviour 2. subjective norm (social) and Perceived behavioral controal (personal) component affect behaviour

What does Implicit Association Test (IAT) measure?

1. attitude 2. self-esteem 3. personality

If intention predict behaviour, which 2 factor determine intention?

1. attitude 2. social norms

When does attitude guide behaviour? list 3 ways

1. attitude accessibility 2. attitude compatibility 3. personal control

According to TPB, Which 3 factors influence behavioural intentions?

1. attitudes 2. Subjective norms 3. Perceived behavioural control

[Again] which 2 factors construct attitude?

1. behaviroal beliefs 2. Outcome evaluation

Osgood use factors analysis found 3 recurring attitude people use to evaluate words and phrase. What are they?

1. evaluation 2. potency 3. activity

How does Guttman scale measure attitude?

1. present number of statement/item 2. ask agree/ disagree

How can attitude become accessible?

1. self-awareness 2. by deliberatively reminding people to think about their attitude 3. by environment, automatically

In the theory of Reasoned Action, how is attitude assessed?

1. taking the product of two factors - Behavioural beliefs - outcome evaluation 2. Sum/Mean of (Behavioural beliefs X Outcome evaluations)

3 properties of attitude

1. valence 2. strength 3. complexity

How do attitude guide behaviour?

1. without much thought 2. through (considered) intentions

What is the difference between 5- or 7-point scales AND 10-points scales?

5- or 7-points scales - produce slightly higher mean scores (relative to the highest attainable score) than 10-point scale

Why use Implicit methods?

Access unconscious associations

What is attitude?

Associations between - attitude objects and - evaluation of these objects

What does Implicity method assume?

Attitude can be represented - a network of variable-strength associations among person concepts and attributes (including valence)

How does attitude influence social cognition?

Attitude function as schemas - for organizing and interpreting information - about social objects

why study attitude?

Attitude influence 1. social cognition 2. behaviour

What is attitude accessibility?

Attitude must be - accessible/be aware of to guide behaviour

Give an example [Explicit attitude does not predict behaviour] ?

Attitude toward cheating -may not predict cheating behaviour

how does Attitude influence behaviour?

Behaviour is - sometimes consistent to attitude - but sometimes inconsistent

Who examine the correlations between explicit and implicit measure of self-esteem?

Bosson, Swann, & Pennebacker

What method did Karpinskin used, to showed the effect of the concept stimuli is important on IAT.

Compare IAT estimates in 2 condition with different "other" 1. unspecified/a friend 2. unspecified/ santa or Hitler

What does Implicit Association Test (IAT) assume? Part 2

Concepts share a response are strongly associated -> sorting task easier -> RT shorter Concepts share a response are weakly associated -> sorting task harder -> RT longer

What does this imply?

Correlation should be high for 1. mundane topic 2. explicit report are make quickly OR - under conditions where it is not possible to fully consider response

Who argue explicit and implicit measures would be highly correlated?

Fazio and Olsen

Who proposed "intention is the single most important predictor of behaviours?"

Fishbein & Ajzen

Who devise Guttman scale?

Guttman

What does Implicit Association Test (IAT) assume? Part 1

If two respond-sharing concepts are strongly associated, the sorting task in considerably easier than two respond-sharing concepts weakly associated/bipolar-opposed

What is the reason of the dissociation between implicit and explicit measures?

Implicit and explicit measures assess - different construct

What does implicit measures - rely on? - not rely on?

Implicit measures Rely on : performance on experimental tasks no rely on: introspective awareness

Why do we use factor analysis on attitude measurement?

It is not reasonable to - use each and every possible individual items (questions) as a separate measure

Which is the most widely used scale in survey research?

Likert scale

What is incompatible block?

Me , negative v.s. not me, positive

What is compatible block?

Me , positive v.s Not me, negative

What is implicit measures?

Measure attitudes that - might not be aware of OR - not willing to report

Is explicit attitude always predict behaviour?

No

Who found evidence show social desirability play a role?

Nosek

According to Wilson, Lindsey, and Scholer, what does implicit meassures assess?

Old representations -that are activated automatically - when relevant stimuli is encountered

According to Wilson, Lindsey, and Scholer, what does explicit measures assess?

Old representations, but assess them only when - we lack of motivation/cognitive capacity to retrieve more recent memory representation

Who develop Semantic Differential?

Osgood

How does IAT measure attitude?

Participant sort stimuli that represents four concepts (me, not me, positive, negative) - into 2 response categories (left/right)

How does Semantic Differential measure atttitude?

People choose where his position lies - on a scale between two bipolar adjectives e.g. Adequate - Inadequate

What is the attribute in IAT?

Positive

An example of Likert scale Example?

Rosenberg Self-esteem Scale

Which individual differences affect number of accessible attitude?

Self-monitoring

Which theory measure the error rate?

Signal Detection Theory

Why is evaluative strength important?

Stronger evaluations lead to higher correlations

What is the implication of correlation test?

The implicit and explicit measures did not correlate

What is the difference between Theory of Reasoned Action and Theory of Planned Behaviour

Theory of Planned behaviour have 1. subjective norms 2. Perceived behavioural control whereas Theory of Reasoned Action don't have

Items of Guttman scale is from least specific to specific. What is the formal phrase describing this?

Unidimensional hierarchy

What does it mean [too relative, can't disentangle findings]?

We do not know if we measuring - thinking myself positive OR - thinking others negative - The nature of stimuli affect the result of IAT

What is normative belief?

What other believes in

According to Hofman, Gawronski, Gschwendner, Le, and Schmitt, When is the correlation stronger?

When - explicit responses were made spontaneously (without chance to control), and - there was conceptual correspondence between implicit and explicit meausres

What is the only circumstance that explicit and implicit measure should not highly correlated?

When people are -motivated and/or - able to control their responses on explicit measures

According to Hofman, Gawronski, Gschwendner, Le, and Schmitt, they fond no evidence for what?

a role of social desirability

What does it mean "attitude guide behaviour without much thought"?

attitude bias perception of objects - by focusing on specific features

What does self-report measures access?

conscious attitude and belief

What is factor analysis based on?

correlations between responses

how does SDT measure error rate?

d' relative to the standardised proportion of false alarm

What does No GO in GNAT mean?

dont respond

What is the concepts in IAT

e.g. nature

What is the attitude object in IAT?

e.g. the self

What is valence?

evaluation of whether an object is - Positive/Negative

What is social cognition?

how people interpret information about social group

Implicit Measures of attitude is inspired by?

implicit cognition research

What is false alarm?

incorrect respond to distractor

How does Likert scale measure attitude?

individual indicate - their level of agreement with the statement

People low in self monitoring have more? or less accessible attitude?

low in self-monitoring => more accessible attitude

What is the other option of response level?

many advocate using - 7 OR - 9

How does GNAT measure strength of association?

measure the error rate

If people have more accessible attitude, how do they act?

more likely to act in accordance to their attitude

What is the implication of different scale point?

more scale point tend to reduce the mean score

According to Greenwald & Banaji, variations in the correlations depends on what?

on our awareness of implicit representations

What is the method of GNAT?

people discriminate -words represent the object (e.g. self-descriptive words for the self), and - the attribute/concept (e.g. positive/negative words) from distractor items People respond (GO) when target words s presented People don't respond (No Go) when distractor term is presented

What is the function of factor analysis?

reduce the measure to discernible (noticeable) factors

What does Go in GNAT mean?

respond

What is the name of [attitude about ourselves]?

self-esteem

What is explicit measures?

self-report measures

What is social desirability?

social attitude towards issue e.g. abortion, racial group

What is subjective norm?

social determinant of behaviours

What is attitude compatibility?

specific attitude influence specific behaviours

In GNAT, fewer error indicate?

strong association

What is behavioural beliefs?

the BELIEF about - the outcomes associated with attitude object

What is outcome evaluations?

the EVALUATION of - the outcomes associated with attitude object

What is the implication of Karpinskin study?

the choice of "other" is important because of relativity

What is the rationale of GNAT?

the more closely associated the two concepts are, the less likely you make mistake

What is the d' in SDT mean?

the standardised proportion of hits

what does implicit method access?

the strength of associations among - concepts (objects) - and attribute

What is the goal of Guttman scale?

to determine how extreme an attitude is

What do these two response categories consist?

two of the 4 concepts e.g. Me,positive v.s. not me, negative

According to Olsen, fazio, Hermann, when are implicit and explicit measure more strongly correlated?

when individuals were asked to not over/under estimate ther explicit self-esteem

According to Greenwald & Banaji, Implicitly-accessed representations may differ in what way?

whether implicitly-assessed representations are introspectively accessible for explicit self-reports

Can we have attitude about any objects?

yes