explicit and implicit attitudes

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what is an issue with measuring explicit attitudes?

- can find out what someones thinking by just asking them BUT - superficial - assumes person has opinion forcing response on a scale

Describe the word fragment completion task

- events in world prime certain states

What are the downsides of using Likert scales?

- need big sample - superficial- people don't think on a scale

What are the downsides of the implicit association task

- not measuring real attitudes - just primed states - cues in environment - response time affected by testing conditions

What are the benefits of Likert scales?

- quantitative

Describe the benefits implicitly association task

:)= - d score ( 0= no bias... positive= bias)

What is an alternative to using likert scales? What is an issue with this technique?

Alternative= open ended questions - decide whats relevant from persons answer

Who used the priming paradigm and what was found

Fazio et al 1996 - white ppts quicker to respond to positive words following white faces - same found for black people

what is an implicit attitude?

are unconscious william james- 99% of our attitudes are automatic

what is an explicit attitude?

explicit attitudes are conscious

What is the difference between explicit and implicit measures

explicit: - direct measure - represent conscious attitudes - people choose what they say so not getting true attitudes - can change answers to fit social norms implicit - indirect measure - automatically activated - unconscious related t subtle behaviour

What is a Liekrt scale

eg. strongly agree- strongly disagree scales

Describe test retest reliability of the IAT

implicit association task has better reliability

what are physiological measures and other measures of measuring implicit attitudes?

- observations of subtle behaviour physiological measures - pupil dilation and contraction - facial muscular activity - GSR recordings - brain activity EEG - fMRI

What did Nosek find using the implicit association task what is an issue with his findings

57 studies 52/57- significant relationship between IAT and explicit measures - knowing someone implicit attitudes predicts their explicit attitudes issues - effects don't reverse - relationship varies depending on topic


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