Psych 370 1st Edition Lecture 5Outline of Last Lecture I. Groups continued Outline of Current Lecture II. What are attitudes? III. How are attitudes measured? Current LectureII. What are attitudes? - They are positive or negative (or mixed) evaluation of an object. o Positive attitude o Ambivalenceo Indifference o Negative attitude o When you have a strong evaluation= positive attitude.o When you have a weak evaluation= indifference.o When you have strong but also weak evaluation=ambivalence.o When you have a strong weak evaluation= negative attitude.- Different attitudes come from different memory systems. o Explicit Implicito Attitudes of which we areconsciously aware o Automatically activated evaluation o Formed through experiences you can consciously recallo Formed through experiences for which you have noconscious recollectiono Deliberate, intentional o With little intento Within out control o Without conscious awareness o Dual attitudes= when explicit and implicit differ. These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.III. How are they measured? - Explicit self-report o Interviews o Questionnaires (attitude scales) Example. Student satisfaction surveys and customers reviews.- Implicit or indirect measureso Physiological measures  Facial EMGs  Brain wave patterns (fMRI) - People are in an fMRI and have to think about a social idea and then researchers measure how much a part ofthe brain is active. o These are very expensive thus making them rare to use o Computers reaction time measures Implicit association test (IAT)- Covered in class group presentations- Response Sets o Tendency to respond to all questions from a PTC.  Perspective rather than to provide answers directly related to the questions - Most common-social desirability o Fixed by assuring anonymity confidentiality; be as unobtrusive as possible. o Acquiescence (aka yea-saying and nay- saying)  Say yes to all questions or no to all- This is fixed by reverse scoringo Putting question togetherthat are opposite. Ex. Do women have same rights as men? Do men have more rights than women? Answering yes to the first and second would be