Chapter 7: Attitudes. Initial thoughts . Attitudes and expression of identity Identity function Utilitarian function Interdiscplinary analysis Behaviorism Other fields. Classic debate: attitude neutrality (?). Neutrality vs. Ambivalence vs. “No information” Measurement? Societal value
Initially liked, or neutral: increased liking, but:
Initially disliked: increased disliking
4. Social desirability effects (Goffman, 1959).
Fundamental problem: “how much” of response is due to one factor or other.
Overtly expressed attitude A2
Underlying attitude A1
(socially unacceptable )
Potential advantages vs. disadvantages?
Tradeoff: efforts to disguise question threaten construct validity
Lexical decision tasks: decide whether target is a word or not
“Word or non-word?”
Is it a good or a bad word?
Automatic (unconscious) system
Controlled (conscious) system
Gore calls ad 'disappointing development'
September 12, 2000Web posted at: 9:04 p.m. EDT (0104 GMT)
ORLANDO, Florida (CNN) -- Republican presidential nominee George W. Bush said Tuesday he was "convinced" an ad placed by the Republican National Committee that flashes the word "RATS" over a Gore prescription drug proposal was not intended to send a subliminal message.
"We don't need to play cute politics. We're going to win this election based upon issues," Bush told reporters in Orlando.
Democratic presidential nominee Al Gore's campaign contacted news organizations about an RNC ad in which the word "RATS" appears briefly on screen in a spot that criticizes Gore's prescription drug plan. A spokesman for the Texas governor on Tuesday brushed aside suggestions of subliminal advertising as "bizarre and weird," while the RNC had no immediate comment.