Social Cognition : Measurement of Attitudes, Ethics

2 types of test-
Self Report Measure

• Relies on participants being self aware and honest
• Uses rating scales, producing easier to manage data then open ended questions
• Problem : experimenter bias

Covert Measure

• Aims to get the 'real truth'

-Two approaches:

Observing people's behavior
(eg, nodding of heads to a statement in agreement that is being made)

Problem : Behavior doesn't always reflect attitude

Physiological measures
(heart rate, perspiration, pupil dilation [usage of EMG, EEG])
*EMG = electromyography = activation signal of muscles
*EEG = electroencephalography = brain activity

Non-obtrusive Measurement
(watching people who dunno they are watched)

-They are less likely to adopt behavior that is socially desirable/ won't fake shit
(putting cctv in retail shops)

* * *

Ethics
-Because we deal with humans and often use deception

Deception is necessary to overcome
-demand characteristics (placebo effect)
-social desirability

Debriefing's goals
-Opportunity to raise questions/concerns
-Explain/apologize for deception
-Discuss purpose and methods to enhance educational value of participating
-Detect and deal any negative/long-term effects

In Addition to the 5 ethical principles of research are:

1)Fairness
-Equal treatment without bias

2)Do no harm
Temporary discomfort > Long-term gain in society?

3)Respect
for people's rights and dignity(especially vulnerable groups)