ADV 281 EXAM 3 || All Correct 100%.
interaction effect correct answers whether the effect of the original independent variable
depends on the level of another independent variable
Main effect correct answers In a factorial design, the overall effect of one independent
variable on the dependent variable, averaging over the levels of the other independent
variable.
Attitude correct answers -Latin root aptus- meaning fitness, preparedness, or readiness
-A person's physical stance or position
-Any overt expression of strong emotions
-"A psychological tendency that is expressed by evaluating a particular entity (e.g.,
themselves, other people, objects, and issues) with some degree of favor or disfavor"
--Can range from very positive to very negative
--Strong attitudes are resistant to change
--Usually some A-B consistency
---Attitude behavior consistency
---If you like coke your going to buy it from the store
--Short- or long-term
Categories of responding - attitudes correct answers Feelings - goodwill, positive affect
toward object
Thoughts - favorable beliefs about object
Behaviors- recommending to others,
Purchasing
Intra-attitudinal structure correct answers how different components of a single attitude relate
to each other
-ex: Our attitudes toward kendall jenner can influence our attitude toward pepsi
Inter-attitudinal structures correct answers how attitudes about different things are related to
each other
Attitude formula correct answers Attitude = sum(expectancy * Value)
Expectancy correct answers the subjective probability that the attitude object has or is
characterized by some attribute
Value correct answers the subjective evaluation attached to that attribute
expectancy value model correct answers a widely used model that explains how attitudes
form and changeidentify series of important attributes, list themattitude is the subjective
probability ex: what is the likelihood that Chevy cars are reliable from 0-100%?
reliable (0.2*8) = 1.6
powerful (0.75*10) = 7.5
sum all of these and you will get an index of your attitude
, Heider's balance theory correct answers -maintains that in any relationship between three
entities, a state of unbalance cannot be sustained, and it will be resolved by altering one of the
relationships
-If product = positive, then balance
-If product = negative, then no balance and change imminent
--Creates cognitive dissonance
5 ways to measure attitudes correct answers 1. performance on objective tasks2. behavioral
measures3. physiological reactions (brain waves, EMG, facial expressions/muscle
movements)4. self-report5. partially structured motives
How do we measure attitudes correct answers -Self-report (explicit) measures - assess stored
evaluative feelings and information about an object
--Potential problems: social desirability, evaluation, apprehension
--People must be both willing and able to report their true attitudes
-Graphic ratings, itemized ratings (e.g., Likert, thurstone, semantic differential), comparative
ratings
Graphic ratings correct answers -Awful ————————- fantastic
-Indicate ratings by placing a check at the appropriate point on a line that runs from one
extreme of the attribute to the other
Itemized ratings correct answers Respondents select from a limited number of categories
(usually to nine categories)
-Summed ratings
-Comparative ratings
thurstone scales correct answers -Select three statements that most relate to your opinion and
find the mean of those items and then you get the numeric measure of their attitude
-Large number of statements, each typed on an index card
-Judges (not subjects to be tested later) sort the statements into 11 piles numbered from 1
(most unfavorable statements) to 11 (most favorable statements)
-A scale value is calculated for each statement: the mean, or median, of the responses to all
judges to that particular item
--Select final items that are:
---1- most consistently rated by the judges (low SD)
---2- spread relatively evenly along the entire attitude range
Likert correct answers -Creating a likert scale is a lot of time and effort
-Gather large number of statements on the topic of interest
-Give these statements to a sample from the target population, who indicate their evaluations
by means of a 5 point numerical scale
-Item analysis is used to select items:
--Calculate total score (sum of the terms)
--Correlate individual items with total score
--Retain items that are highly concentrated
--Discard those that are highly correlated
-Response options are some form of:
--Strongly agree, agree, undecided, disagree, strongly disagree
interaction effect correct answers whether the effect of the original independent variable
depends on the level of another independent variable
Main effect correct answers In a factorial design, the overall effect of one independent
variable on the dependent variable, averaging over the levels of the other independent
variable.
Attitude correct answers -Latin root aptus- meaning fitness, preparedness, or readiness
-A person's physical stance or position
-Any overt expression of strong emotions
-"A psychological tendency that is expressed by evaluating a particular entity (e.g.,
themselves, other people, objects, and issues) with some degree of favor or disfavor"
--Can range from very positive to very negative
--Strong attitudes are resistant to change
--Usually some A-B consistency
---Attitude behavior consistency
---If you like coke your going to buy it from the store
--Short- or long-term
Categories of responding - attitudes correct answers Feelings - goodwill, positive affect
toward object
Thoughts - favorable beliefs about object
Behaviors- recommending to others,
Purchasing
Intra-attitudinal structure correct answers how different components of a single attitude relate
to each other
-ex: Our attitudes toward kendall jenner can influence our attitude toward pepsi
Inter-attitudinal structures correct answers how attitudes about different things are related to
each other
Attitude formula correct answers Attitude = sum(expectancy * Value)
Expectancy correct answers the subjective probability that the attitude object has or is
characterized by some attribute
Value correct answers the subjective evaluation attached to that attribute
expectancy value model correct answers a widely used model that explains how attitudes
form and changeidentify series of important attributes, list themattitude is the subjective
probability ex: what is the likelihood that Chevy cars are reliable from 0-100%?
reliable (0.2*8) = 1.6
powerful (0.75*10) = 7.5
sum all of these and you will get an index of your attitude
, Heider's balance theory correct answers -maintains that in any relationship between three
entities, a state of unbalance cannot be sustained, and it will be resolved by altering one of the
relationships
-If product = positive, then balance
-If product = negative, then no balance and change imminent
--Creates cognitive dissonance
5 ways to measure attitudes correct answers 1. performance on objective tasks2. behavioral
measures3. physiological reactions (brain waves, EMG, facial expressions/muscle
movements)4. self-report5. partially structured motives
How do we measure attitudes correct answers -Self-report (explicit) measures - assess stored
evaluative feelings and information about an object
--Potential problems: social desirability, evaluation, apprehension
--People must be both willing and able to report their true attitudes
-Graphic ratings, itemized ratings (e.g., Likert, thurstone, semantic differential), comparative
ratings
Graphic ratings correct answers -Awful ————————- fantastic
-Indicate ratings by placing a check at the appropriate point on a line that runs from one
extreme of the attribute to the other
Itemized ratings correct answers Respondents select from a limited number of categories
(usually to nine categories)
-Summed ratings
-Comparative ratings
thurstone scales correct answers -Select three statements that most relate to your opinion and
find the mean of those items and then you get the numeric measure of their attitude
-Large number of statements, each typed on an index card
-Judges (not subjects to be tested later) sort the statements into 11 piles numbered from 1
(most unfavorable statements) to 11 (most favorable statements)
-A scale value is calculated for each statement: the mean, or median, of the responses to all
judges to that particular item
--Select final items that are:
---1- most consistently rated by the judges (low SD)
---2- spread relatively evenly along the entire attitude range
Likert correct answers -Creating a likert scale is a lot of time and effort
-Gather large number of statements on the topic of interest
-Give these statements to a sample from the target population, who indicate their evaluations
by means of a 5 point numerical scale
-Item analysis is used to select items:
--Calculate total score (sum of the terms)
--Correlate individual items with total score
--Retain items that are highly concentrated
--Discard those that are highly correlated
-Response options are some form of:
--Strongly agree, agree, undecided, disagree, strongly disagree
