3. Implicit attitude definition & measurements

implicit-explicit attitude correlations

-initially modest (makes sense if they are independent systems) -now finding that with some objects the i-e correlation was high

problems with explicit measures of attitudes

-people won't tell truth (fear, guilt) -people can't tell truth (evaluation is implicit)

measures of implicit attitudes

-reduce problems with explicit measures -require clear bridging rules or assumptions to be valid

research on flexible implicit attitudes

1. context effects: cues in situation can alter implicit responses (backgroup, famous vs. infamous people, etc.) 2. Stimuli sets: modifying object or categorization can modify implicit response (unpleasant flowers vs. pleasant insects, or personalized IAT)

most valid response competition measure

IAT- implicit associations test effect (attitude): difference in response time between steps 3 and 5 sig difference= more interference, stronger implicit attitudes steps 1, 2, 4: Categorize objects and response (Black or White, Good or Bad) Step 3: Categorize attitude consistent pairings (White-Good, Black-Bad) Step 5: Categorize attitude inconsistent paring (White-Bad, Black-Good)

response competition procedures measure of implicit attitudes assumption

INTERFERENCE speed to discriminate between 2 objects reveals attitude toward objects

implicit

____ attitudes develop from associative or mere exposure process (affect) -rudman

explicit

____attitudes develop from conscious acquisition of information (cognitive)

perloff defines implicit

attitudes that are habitual, emerge automatically in absence of conscious though (but that conflates automaticity with consciousness)

How do implicit attitudes develop? learning

evaluative conditioning can be implicit

How do implicit attitudes develop? role of culture

explicit and implicit attitudes reflect different cultural evaluations smokers have positive explicit and negative implicit attitudes towards smoking

Implicit social cognition How it it help concept of implicit attitudes develop? (Greenwald and Banaji)

implicit attitudes are introspectively unidentified or inaccurately identified traces of past experience that mediate favorable or unfavorable feeling, thought, or action toward social objects -assumes people can't consciously retrieve the attitude, but it is there and can guide thought and action independently of conscious, explicit attitude

How do implicit attitudes develop? cognitive consistency

individuals possess "psycho-logically" consistent connections between attitudes and other cognitions inconsistency is aversive and motivates individuals to restore consistency among cognitions people form implicit attitudes as a way to maintain consistency

How do implicit attitudes develop? self-perception

inference from behavior can occur outside of awareness

Attitude accessibility How it it help concept of implicit attitudes develop? (Fazio)

influenced by research on controlled vs. automatic memory -when people develop a strong association between an object and an attitude, that attitude will automatically come to mind in the presence of the object (strong attitudes are automatic)

flexibility of implicit attitudes original view vs. recent research

original view: implicit attitudes are highly stable and not influence by social context compared to explicit attitudes (hard to change) recent research: implicit attitudes are very flexible- may be constructed on the spot

How do implicit attitudes develop? time course of behavioral experience

past (implicit) vs. current (explicit) interaction with objects

sequential priming: affect misattribution procedure (AMP)

priming a valenced object causes misattribution of affect to a neutral object e.g. rpim black face, rate chinese ideograph more negatively when primed with a white face

sequential priming: evaluative priming

priming valenced objects causes faster evaluation of similarly valenced word e.g. prime black fast, faster to label a negative word (vomit) as a negative word than when primed with a white face

most commonly used measure of implicit attitudes

response time measures (require computer software and hardware to collect) -sequential priming -response competition

what factors determine degree of correlation?

self presentation: higher self presentation concerns = lower implicit/explicit relationship attitude strength: higher strength of implicit attitude = higher implicit/explicit relationship implies they aren't totally independent systems

How do implicit attitudes develop? role of the self

unconscious like/dislike name letter effect mere-ownership effect

sequential priming measure of implicit attitudes assumption

FACILITATION -priming one concept activates a semantically related concept (e.g. object attitude)