1. Mid-Term New Date: Tuesday, October 24
Covers: All lectures, Class 1 (Introduction)
up to and including Class 12 (Avoiding Bias)
Format: Multiple Choice and Short Answer
Duration: Entire Class
Contributes to
Course Grade: 25%

2. Standardization: Procedural and Psychological
Stimulus Event 
Stimulus Perception 
Response

3. Standardization of IV
Goal: All subjects experience the IV in the same way.
Procedural standardization: Standardize IV as given by E
Flexibility in IV presentation: Standardize IV as experienced by S
Problems with flexibility?
Eine kleine “knock-knock” music

4. Pilot Testing of IV Purpose: ID problems before experiment begins
Pilot Testing of IV
Purpose: ID problems before experiment begins
1. Clarity: Alternative interpretations?
2. Power of manipulation
3. Presentation
a. Believable? b. Production value?
4. Artifacts: Expt'l IV introduces unintended stimuli
e.g., Essay topic disturbs some people
5. Ways to bolster IV
e.g., Handwritten essay vs. typed; seems more real

5. Methods of Piloting 1. Interview subjects
a. Subs are great info source
b. Highly motivated to help
c. Probe immediately after IV, NOT at end of study (WHY?)
d. Problems with interviewing?
2. Test against objective criterion
a. Stress manipulation – bio measures
b. Use experts: Feedback task, professional tutors

6. Pilot Testing Using Objective Criteria
Prediction: Distress will lead urbanites, but not rural folk, to disclose personal feelings.
Conceptual IV: Distress
Empirical Realization of IV: Disturbing movie (e.g., Titanic sinks)
Pilot Test Goal: Is movie upsetting?
Post-Expt. Interviews: Limited value; if prediction is true, rural folk might not provide reliable info.
Objective Criteria: Non-verbal reactions (HR, GSR)

7. Essays “Approved” by Jr. High and High School Teachers
Jr. High Essay
High School Essay

8. Internal Analysis Purpose: To find out why experiment didn't work
Internal Analysis
Purpose: To find out why experiment didn't work
Tools:
a. Manipulation Checks
b. Post hoc data analyses
Limits to conclusions from internal analyses
Internal analyses valuable even when experiments "work"

10. Manipulation Check Questions
Manipulation Check Questions
Was your “Internal/External” Score:
1___ Lower than class average
2___ Same as class average
3___ Higher than class average
Was your “Racial Tolerance” Score:

12. Subliminal Priming: Special Class of IV
Purpose: Short cut to psyche; direct path into black box
* Get past conscious editor
* Activate otherwise inaccessible mental processes
Nature: Exist between “instruction” and “event” manipulations.
Examples:
* “Mommy and I are one”: Silverstein
 lower psych. symptoms
 Improve learning
* Happy/sad faces: Winkielman
 Ratings of Kool-aid
 Consumption of Kool-aid

14. Dependent Variables
Class 09

15. Dependent Variables: Conceptual vs. Experimental
Hitting X X
Aggression
Health Status X
Blood Pressure X
GPA X

16. How Sad Am I? A Titanic Question
Hyp: Fictional events will affect real emotions.
IV: Subjects see a tragically sad movie
DV?
How sad are you?
__ Not at all __ Somewhat ___ A lot .
How much did you want to cry?
__ Not at all __ Somewhat ___ A lot
How much do you need to talk about this?
VERSUS
Observe walking speed after seeing sad movie.
Amount Kleenex bought at concession stand.

17. What to Consider when Selecting
Dependent Variables
What behavior best represents conceptual DV?
DV should capture richness and power of response to IV
DV should be reliable and non-obvious
DV should be as easy to use and economical as possible
Subs. should take DV seriously
DV should be ethical

18. Centrality of Experimental DV to Conceptual DV
Expt’l DV
Follow boring instructions
Follow embarrassing instructions
Follow instructions that hurt another against that person’s will
Yeah, but...
Lots of expts. are boring
Sometimes psych is interested in personal, hidden, taboo info.
Holy Moly!!!
Conceptual DV
Obedience

19. Experiment:
Do Reminders of Discrimination Affect Support for Affirmative Action?
IV: Subjects see documentary on how women and minorities historically received unfair treatment.
What would be an appropriate DV?

20. Classes of DV Measures Verbal Measures (surveys, interviews)
Behavioral
Overt behavior
Behavioroid
Physiological

21. Advantages of Verbal Measures (Surveys, Ratings, Vignettes)
Easy to use
Face validity: apparent direct access to thoughts, feelings
Provide multiple opportunities to respond to IV,
where as behavioral is often single-shot
Can provide for more sensitive, subtle measures.

22. Affirmative Action Measure
1. Do you favor Affirmative Action? ___ YES ___ NO
Problems with this measure?
Degree of favor? Maybe not all or none
Favor Aff. Action for all groups, or just some groups?
Favor all ways of implementing?

23. Neither for nor against
Likert Scales
Rensis Likert
What is your view on affirmative action?
Totally against 1
Mainly against 2
Some-what against 3
Neither for nor against 4
Some-what favor 5
Mainly favor 6
Totally favor 7
Aff. Action for women?
Minorities? Disabled?
Problems with this measure?

24. To what degree do you favor affirmative action for Asians?
Not at all 1
Very Little 2
Some-what 3
Very Much 4
A Great Degree 5
To what degree do you favor affirmative action for African Americans?
Not at all 1
Very Little 2
Some-what 3
Very Much 4
A Great Degree 5
To what degree do you favor affirmative action for Latinos?
Not at all 1
Very Little 2
Some-what 3
Very Much 4
A Great Degree 5

25. Likert Scale Considerations
Label each choice option, or just the extremes?
How many choice-options? (i.e. 3, 5, 7, 9, 131?)
Unipolar or bipolar?
Two measures problem
Hiding in the middle
Working memory is 5 +/- 2

26. Neither for nor against
Bi-Modal Scales
Problems?
What is your view on affirmative action?
Totally against -3
Mainly against -2
Some-what against -1
Neither for nor against
Some-what favor 1
Mainly favor 2
Totally favor 3
Unequal meanings: -1 vs. -3 ≠ -1 vs +1
What does 0 mean? Undecided?
Both agree and disagree?

27. Multiple Likert Items Help Identify Latent Constructs
Affirmative Action Measure
1. Do you favor special hiring consideration for women? .55
2. Do you favor special hiring consideration for minorities? .46
3. Do you favor use of hiring quotas?
4. Do you favor employment of affirmative action officer? .56
5. Should affirmative action be written into the Constitution? .23
6. Are opponents of affirmative action bigots?
7. Would you not vote for someone opposed to affirmative action? .34

28. Affirmative Action Measure
1. Do you favor special hiring consideration for women?
2. Do you favor special hiring consideration for minorities?
3. Do you favor use of hiring quotas?
4. Do you favor employment of affirmative action officer?
5. Do you favor special affirmative action training for managers?
6. Do you think there should be minimal hiring standards, regardless of background?
7. Do you think that the human resources department should provide
special post-hiring services for women?

29. Semantic Differential (abridged)
EVALUATIVE DIMENSION
Good Bad
Beautiful Ugly
Sweet Sour
POTENCY DIMENSION
Strong Weak
Large Small
Heavy Light
ACTIVITY DIMENSION
Active Passive
Fast Slow
Hot Cold

30. Affirmative Action Is:
EVALUATIVE DIMENSION
Good | | | | | | | | | | | | Bad
Beautiful | | | | | | | | | | | | Ugly
Sweet | | | | | | | | | | | | Sour
POTENCY DIMENSION
Strong | | | | | | | | | | | | Weak
Large | | | | | | | | | | | | Small
Heavy | | | | | | | | | | | | Light
ACTIVITY DIMENSION
Active | | | | | | | | | | | | Passive
Fast | | | | | | | | | | | | Slow
Hot | | | | | | | | | | | | Cold

31. IMPLICIT MODEL OF ATTITUDE MEASURES
Attitude
Behavior
Support for Affirmative Action Survey
Degree values Affirmative Action
Votes for Affirmative Action laws.

32. Problems with Verbal Measures
Response Biases:
1. Social desirability
2. Sabotaging
Affected by situations and contexts
Salience problem: Ss know that they are being measured.
a. High salience  attn, but  bias
b. Low salience  attn but  accuracy
Reactivity problem: IV = (IV + Measure)
Movie on discrimination + Aff. Action survey  “Ah, movie is propaganda!”
May require atypical depth of processing/introspection
May assume that people know own inner states/inner processes
more than they actually do.

33. Rettig & Pasamanick, 1959 Moral Values Inventory
Sample items to display inter-generational limitations of
empirical realization
TO WHAT DEGREE WOULD YOU CONDONE:
Item 6: Girls smoking cigarettes
Item 31: Buying bootleg liquor under prohibition law
Item 39: Seeking amusement on Sunday instead of going to church.

34. Cognitive Processing Model of Attitude Reporting

35. Behavioral Measures Advantages of Behavioral Measures  
1. Overt behavior
  2. Behavioriod
3. Physiological
Advantages of Behavioral Measures
1. More absorbing
2. Require less inference of rel. btwn IV and behavior, b/c measure IS behavior.
3. Tell a better story

36. Types of Behavioral Measures
Frequency Extent/Amount
Speed Intensity
Duration Preference
Latency Social/Physical Distance
Non-verbal Cues and
Expressive Behaviors
Unobtrusive Measures

37. DV: Distance

38. DV: Non-Verbal Behavior

39. DV: Non-Verbal Behavior

40. Behavioroid Measures
Defined: Measures INTENT to commit the behavior, w/o actually measuring or inducing behavior.
Used when actual behavior is too impractical, unethical, or otherwise inappropriate.

41. Example of Behavioroid Measure
Example of Behavioroid Measure
Freedman and Fraser "Foot in the Door" Study
JPSP, 1966
Behavioroid Measure: Willingness to have 2.5 hour intrusive survey of house conducted by 5 strangers.
a. Asked to complete short questions, and asked: 52.8%
b. Asked to complete short survey, but not asked: 33.3%
c. Familiarized with questions: %
d. Not previously contacted: %

42. Physiological Measures
Defined: Bodily states that reflect psychological states
Blood pressure, heart rate, skin conductance
Examples:
Advantages:
Not under conscious control
Display mediation
Problems:
Costly; Intimidating to subjects;
Typically gross, rather than subtle;
Require inference to conceptual DV

43. Indirect Measures Measures that imply DV, without directly testing it.
Measures that imply DV, without directly testing it.
Overt Behavior
Implied Behavior
Physical distance from disabled person
Discomfort
Re-selling price for chosen item vs. given item.
Subjective importance due to perceived control.
Degree of eye contact
Affection

44. Concluding Points Re. DVs
1. Which is the better feedback bias measure?
Feedback bias = anticipated feedback to minority v. white
Feedback bias = verbal comments to minority v. white confed. 
Aim for actual and behavioral, rather than anticipated and non-behavioral
2. Which is better measure of hostility to out-group?
Amount of shock delivered during “learning” task
Physical distance during interview 
Expt. DV should be close to conceptual DV.
3. Which is better measure of health after disclosure?
Visit MD vs. did not visit MD
Number of MD visits 
DV should be as precise as possible