explicit and implicit attitudes
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
