Lecture 2: Implicit and Explicit Attitudes- PSC 152 Exam 2

What are strengths and a major weakness of the EPT?

*Strengths:* - Easy/inexpensive to administer (5 min.) - Flexible—can assess attitudes, stereotyping, etc. - Applicable in many areas within psychology (e.g., clinical) and beyond (e.g., marketing) - Can assess associations with a single entity *Major Weakness:* Low reliability (internal consistency) *Should NOT be used for selection decisions*

What are strengths and a major weakness of the IAT?

*Strengths:* - Easy/inexpensive to administer (5 min.) - Flexible—can assess attitudes, stereotyping, self- esteem, etc. - Applicable in many areas within psychology (e.g., clinical) and beyond (e.g., marketing) *Major Weakness:* -Only assesses relative associative strength—can't assess associations with a single entity *Should NOT be used for selection decisions (e.g., law enforcement jobs, juries, etc.)*

What is Fazio's MODE model and what does it suggest about the influences of implicit and explicit attitudes?

-Fazio's MODE Model: ----Motivation and Opportunity as DEterminants of the processes guiding behavior ---- When both motivation AND opportunity are high, consciously endorsed beliefs guide behavior ---- When either motivation OR opportunity is low, automatic reactions guide behavior MODE Model: GRAPHS= When opportunity is low, implicit measures should predict behavior ----E.g., Alcohol intoxication & consuming candy

What are the three classes of implicit measures discussed in class?

1. Projective techniques ----E.g., Thematic Apperception Task (TAT) = used to access implicit motive ex) need to achieve , or power -picture= a bit ambiguous ----*notoriously unreliable!* 2. Physiological measures ----E.g., Pupil dilation & skin conductance can measure arousal ----E.g., Facial EMG (muscle movements) • (smile muscles) Zygomaticus major ->smile ->positivity (measure arousal) • (muscles right above eyebrows) Corrugator supercilii ->frown ->negativity (measure pos/ neg toward something) -Expensive & requires a degree of expertise 3. Response-time (RT) measures ----E.g., Implicit Association Test (IAT) ----E.g., Evaluative Priming Task (EPT)

What did Galdi and colleagues' study of the effect of implicit and explicit attitudes on future decision-making among decided and undecided voters show?

Future Decision-Making Decided vs. Undecided voters (Galdi et al., 2008) - Italian Ps provide implicit & explicit attitudes toward U.S. military base; later "voted" for or against base - Implicit measure: Single-category IAT Future Decision-Making Decided vs. Undecided voters (Galdi et al., 2008) - Italian Ps provide implicit & explicit attitudes toward U.S. military base; later "voted" for or against base - Implicit measure: Single-category IAT - Results: Decided vs. Undecided Voters (Galdi et al. 2008) Italian Ps provided implicit and explicit attitudes toward expansion of U.S military base, then later "voted" for or against the expansion They applied a implicit measure = single-category IAT Block #1 = pressed left for bad word/pressed right for good word or U.S base Block #2 = pressed left for bad word or U.S base/pressed right for good word It was found that in people who decided they were going to vote showed a strong correlation between the conscious beliefs about the military base and their voting choice (your vote lines up with what you consciously think you feel) It was found that in people who were undecided, they showed a strong correlation between their automatic association with their voting choice (you base your voting choice on immediate affective associations)

What tends to be the magnitude of the relationship between implicit and explicit attitudes? When is this relationship stronger?

Hofmann et al. (2005) Meta-analysis • Implicit-Explicit correlation: r=.24 • Relationship stronger when: - Self-reports are measured in a conceptually similar way to implicit measures (e.g., IAT & "relative" self-report scale) - Opportunity to deliberate on self-report is low - Motivation to deliberate on self-report is low

According to Gawronski and Bodenhausen, what are implicit and explicit attitudes? That is, how are they defined?

Implicit Attitudes= Immediate Affective Reactions ----Activated unintentionally upon exposure to attitude object ----- Activated regardless of whether we consider those reactionsto be "valid" or not Explicit Attitudes = Deliberate Evaluative Judgments ----- Are my immediate reactions valid? ----- If yes, then deliberate judgments based on immediate reactions ----- If no, then immediate reactions replaced by other propositions (e.g., endorsed beliefs, societal standards)

What does Facial EMG capture and how?

Muscle movements • (smile muscles) Zygomaticus major ->smile ->positivity (measure arousal) • (muscles right above eyebrows) Corrugator supercilii ->frown ->negativity (measure pos/ neg toward something)

What are two problems with self-report measures?

Problems with Self-Reports 1) *UNABLE*: People may lack introspective access to operation of their own mental processes 2) *UNWILLING*: People may be motivated to answer in particular way because of: ---- Self-deception ----- Socially-desirable responding -*Both are likely to be high for socially-sensitive topics* • One solution: Implicit/ Indirect Measures - Do not require introspective access - Designed to limit deliberate reasoning processes

What types of behavior do implicit and explicit attitudes predict? How is this illustrated in Dovidio's interracial interactions study?

They predict different types of behavior -----Implicit -> Spontaneous behaviors (non-verbal) -----Explicit -> Deliberative behaviors (verbal) E.g., Interracial Interactions (Dovidio et al, 2002) -White Ps provide implicit & explicit racial attitudes Interaction w/ -Black confederate (secretly videotaped) -Coded for 'friendliness' ----Verbal (audio only) ----Non-verbal (video only) Interracial Interaction Study (Dovidio et al. 2002) White Ps provided their implicit (IAT) and explicit racial attitudes (questionnaire) They then interacted with black confederate (while being secretly videotaped) Their behaviors were coded for "friendliness" by another group of researchers by two ways: (1) only listening to the audio/verbal and (2) only looking at the video/nonverbal It was found that verbal/nonverbal behaviors were predicted by their implicit and explicit attitudes Implicit → predicted nonverbal friendliness behaviors (r = 0.41) Explicit → predicted verbal friendliness behaviors (r = 0.40)

How does the alcohol intoxication and consuming candy study illustrate the MODE model?

When opportunity is low (Stressed, Tired, Fatigued, Intoxicated, etc.) Ex) Alcohol Intoxication & Consuming Candy Brought Participants into lab & randomly assigned ---½ OJ w/ alcohol ---½ OJ w/ something that tasted like alcohol, but it wasn't alcohol -Told participants they wanted to assess attitudes towards M&M's ----Said to do so= you can eat as many as you would like -RESULTS: -Alcohol: implicit attitude for candy more positive= ate more candy -Alcohol: not much relationship b/t explicit attitude & how much candy ate Researchers brought Ps into the lab and measured their implicit attitude on candy using a measure similar to IAT Then they gave the Ps the cognitive restraint scale which is testing their desire to avoid unhealthy foods (this was used to single out dieters) The Ps were assigned to drink two different beverages: OJ with vodka and OJ that tasted like there was alcohol in it (control) Then, researchers told them they were in a consumer study where they were told to eat as many M&M's presented as they want It was found that the people in the control condition did not let their implicit attitude affect how much candy they ate. But the people who drank OJ with vodka ate more and more candy as their implicit attitudes towards candy got more positive It was found in the dieter group that there was no difference in people who drank OJ with vodka in their candy consumption and how positive their implicit attitude got. On the other hand, the people who were sober ate less candy as their implicit attitude got more negative/got stronger.

What can pupil dilation and skin conductance capture?

arousal

In what ways are implicit measures automatic? In what ways are they not automatic? Think of Bargh's four horsemen.

• (Un)aware? ----People can predict their IAT scores (r = ~.55) ----- Certainly more aware after taking IAT •(Un)controllable? ----Very difficult to control directly ---- Evidence for indirect forms of control (later) • (Un)intentional? ----Intention is always something other than evaluating object • (In)efficient? ----Time pressure requires fast responding

What is the general logic underlying the Evaluative Priming Task (EPT)?

• If an entity (e.g., Coke) activates *positive associations*, exposure to the entity should make it: - Easy to categorize positive words - Difficult to categorize negative words • If an entity activates *negative associations*, exposure to the entity should make it: - Easy to categorize negative words - Difficult to categorize positive words EXAMPLE: (Fazio et al., 1995) -Positive Coke associations RTs to positive words: Neutral primes - Coke primes -Positive Pepsi associations RTs to positive words: Neutral primes - Pepsi primes -Negative Coke associations RTs to negative words: Neutral primes - Coke primes -Negative Pepsi associations RTs to negative words: Neutral primes - Pepsi primes

What is the general logic underlying the Implicit Association Test (IAT)?

• When two concepts ARE associated in memory (e.g., EASY to give the same response for Coke & good), it's words & images representing those concepts • When two concepts are NOT associated (e.g., Coke & DIFFICULT to give the same response for bad), it's words & images representing those concepts • Ease of giving same response ≈ strength of association