## Attitudes :two:
### Measurements
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**Rizqy Amelia Zein**
Department of Personality and Social Psychology
Universitas Airlangga
Slides: https://hackmd.io/@ameliazein/kogsos-12
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## Measuring attitudes:straight_ruler:
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* Some forms of attitude measurement can be **==completely explicit==**: people are simply **==asked to agree or disagree==** with various statements about their beliefs.
* **==Attitudes scales==** :point_right: a common way to measure attitudes directly.
* There are many types of attitudes scales :point_right: Likert, Thurstone, Guttman, & Osgood's Semantic Differential.
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## Measuring attitudes:straight_ruler:
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* [Likert (1932)](https://psycnet.apa.org/record/1933-01885-001) scale :point_right: 5 or 7-point scales with :heavy_plus_sign: and :heavy_minus_sign: scoring.
* [Thurstone’s (1928)](https://www.journals.uchicago.edu/doi/abs/10.1086/214483) equal appearing interval scale :point_right: developed from 100s of items (questions).
* Scalogram ([Guttman, 1944](https://www.jstor.org/stable/2086306?casa_token=TSOfaIjS3swAAAAA:WluRdpNRi9WcDFGgAnAznK8cF2XK1-428kIuzGqyc-9O_QAzWAzWauh9FdkBzb4O0w86KS7SkR9gjN7Oq_t5N2rk7HX-Qbe5EyKkXqkolkn7l9ZmdiYbqQ)) :point_right: agreement with statements from single trait.
* Semantic differential scale ([Osgood et al., 1957](https://books.google.com/books?hl=en&lr=&id=Qj8GeUrKZdAC&oi=fnd&pg=PA1&dq=Osgood+et+al.,+1957&ots=RJF6YVKM8d&sig=yXJRcGYyl4YsLj5PhvaY5PlZ_Ew)) :point_right: uses word pairs.
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### Likert scale:triangular_ruler:
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### Thustrone scale:triangular_ruler:
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### Scalogram (Guttman) scale:triangular_ruler:
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### Osgood's Semantic Differential:triangular_ruler:
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## Physiological measure:male-doctor:
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* Attitudes, particularly ones that have a strong evaluative or affective component, can also be measured indirectly by monitoring physiological indices such as:
- Skin resistance (Rankin & Campbell, 1955);
- Heart rate (Westie & DeFleur, 1959); and
- Pupil dilation (Hess, 1965).
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## Physiological measure:male-doctor:
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* Physiological measures have one big advantage over self-report measures;
- People **==may not realise==** that **==their attitudes are being assessed==** and, even if they do, they **==may not be able to control their responses==**.
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## Physiological measure:male-doctor:
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* This is why a polygraph or **==‘lie detector’==** is sometimes used in criminal investigations.
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## Physiological measure:male-doctor:
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* Another physiological measure of attitudes that focuses more on whether the attitude..
- ...[is associated with](https://www.sciencedirect.com/science/article/pii/S006526010860235X) *==avoidance-related feelings of threat==* or *==approach-related feelings of challenge==* is **==cortisol level==** in the blood or saliva.
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## Physiological measure:male-doctor:
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* Cortisol has been used as an **==indicator of stress level==**:
- When people’s [identity was under threat](https://journals.sagepub.com/doi/abs/10.1177/0146167210392384?casa_token=4B0Q63cQXhYAAAAA:HHyyEz2pGcbw89k55O8tOaRPXUUB979R2DF3NXxHjFF1YCp8oDk05gHDarJXbWLmnAhjOjU7Y0ETy58); and
- When people might be concerned about [appearing prejudiced](https://www.sciencedirect.com/science/article/pii/S0022103111002939) in an inter-racial encounter.
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## Physiological measure:male-doctor:
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* However, physiological measures also have **==drawbacks==**, since most are **==sensitive to variables other than attitudes==**.
* Further, these measures provide limited information: they **==can indicate intensity==** of feeling **==but not direction==**.
- Further, totally opposed people who feel equally strongly about an issue cannot be distinguished.
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### Measure of overt behaviours :running:
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* We can also measure and infer attitudes by **==recording what people do==**.
* Sometimes, what they really do does not accord with what they say they do.
- e.g people’s **==verbal reports of behaviours==** such as smoking, calories consumed and dental hygiene practices **==may not correspond very well==** to their actual physical condition.
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### Measure of overt behaviours :running:
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* **==Unobtrusive measures==** :point_right: Observational approaches that neither intrude on the processes being studied nor cause people to behave unnaturally.
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### Measure of overt behaviours :running:
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* People **==who like each other tend to sit closer together==**, so physical distance can be measured as an index of ‘social distance’ and tolerance of intimacy ([Bogardus, 1925](https://idp.springer.com/authorize/casa?redirect_uri=https://link.springer.com/article/10.1007%25252Fs12108-007-9023-9&casa_token=pHebudeOGakAAAAA:jGmbCeKKsMfEawSlGlqA3yrLsS7CFU1UmTuvzz0lDaVFeM04TzEK7t0Df_EEqhdLyKqAU1Y8aDBp3qvJ)).
* [In a study](http://www.sidalc.net/cgi-bin/wxis.exe/?IsisScript=sibe01.xis&method=post&formato=2&cantidad=1&expresion=mfn=013198), adults told ghost stories to young children seated in a circle. The size of the circle of children **==grew smaller==** with each successive scary story.
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### Measure of overt behavior :running:
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* Obtrusive measure
- [Bogus Pipeline](https://psycnet.apa.org/record/1994-01577-001) :point_right: **==A phony lie-detector==** device that is sometimes used to get respondents to give truthful answers to sensitive questions.
- Thus participants are **==pushed to reveal their true attitudes==** and implying that there is no point in lying.
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### Measuring covert attitudes:package:
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* Social psychologists have trialled a variety of **==implicit (or unobtrusive)==** measures to circumvent people’s tendency to conceal their underlying attitudes by responding in socially desirable ways.
* We discuss :three: methods :point_right: detecting bias in language use, the priming of attitudes, and the implicit association test (IAT).
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### Bias in language use:speaking_head_in_silhouette:
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* [Maas (1999)](https://www.sciencedirect.com/science/article/pii/S0065260108602725) argued that there are **==positive ingroup and negative outgroup biases==** in the way that language is used.
* People are more likely **==to talk in abstract than concrete terms==** about undesirable characteristics of an outgroup, and vice versa for desirable characteristics.
* e.g. Trump is lying vs Trump is being sarcastic.
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### Attitudes priming:computer:
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* [Fazio and his colleagues](http://diamitch.home.xs4all.nl/Artikels/Variability%20in%20Automatic%20Activation%20as%20an%20Unobtrusive%20Measure%20of%20Racial%20Attitudes__%20A%20Bona%20Fide%20Pipeline.pdf) used priming to explore **==how we make a judgement more quickly==** when an underlying attitude is congruent with a ‘correct’ response.
* [Kawakami, Young and Dovidio (2002)](https://journals.sagepub.com/doi/abs/10.1177/0146167202281001?casa_token=lrhhBconar8AAAAA:3R0Y9BmJ-j0mg6EIa7FS72v53dnzLpoovr-JWTU_Lz05NYLe0IXRd-T_Cy0pFzj4B-Qj9dcBLMnCykc) used a similar rationale to explore how stereotypic judgements follow **==when a social category is invoked==**.
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### Implicit Association Test (IAT):pencil:
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* A **==time-reaction test==** that measures the speed with which one responds to pairings of concepts (Black-Bad/White-Good vs. Black-Good/White-Bad).
* Based on notion that we have **==implicit attitudes==** (non-conscious attitudes that we may be unaware of).
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[Try IAT here](https://implicit.harvard.edu/implicit/) :calling:
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### Thank you! :tada:
Should you have any questions, drop them in:
- [Spreadsheet](https://docs.google.com/spreadsheets/d/1LqcvLnfamGoE3rxKFg9eVtttMbmkPfcF7OxMY1yVGYM/edit?usp=sharing); or
- [Drop-in session (every Friday at 11-12)](https://meet.google.com/iis-oxiz-emc); or
- [Email](mailto:amelia.zein@psikologi.unair.ac.id)
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