Psychology of Emotions

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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? Eina kleina knock knock music
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Standardization Procedural and Psychological
Stimulus Event ? This is event we can standardize
Stimulus Perception ? This is event we
ultimately want to standardize, but cant
directly control
Response This is event intended to reflect only
intended stimulus, and not any unintended
stimulus.
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  Pilot Testing of IV     Purpose ID problems
before experiment begins   1. Power of
manipulation 2. Clarity Alternative
interpretations? 3. Presentation a.
Believable? b. Production value? 4.
Artifacts 5. Opportunity to bolster  
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Methods of Piloting

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

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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 clip (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)
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  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 also valuable when experiments "work"
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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.   Example
s   Mommy and I are one Silverstein ?
lower psych. symptoms ? Improve
learning   Happy/sad faces
Winkielman ? Ratings of Koolaid ? Consumption
of Koolaid
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Dependent Variables
Class 09
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Dependent Variables Conceptual vs. Experimental
Conceptual
Experimental
Hitting
X
X
Aggression
X
Health Status
Blood Pressure
X
GPA
X
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How Sad Am I?
Subjects see a tragically sad movie 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? __ Not at all __ Somewhat
___ A lot VERSUS Observe walking speed after
seeing sad movie.
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How Mad Am I?
Your partner cheated on task, and got your 5.00
reward. How mad are you? __ Not at all __
Somewhat ___ A lot . Your partner should get
paid in ___ Dollars ___ Quarters ___Dimes
___ Pennies
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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
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Centrality of Experimental DV to Conceptual DV
Exptl DV Follow boring instructions Follow
embarrassing instructions Follow instructions
that hurt another against that persons will
Yeah, but... Lots of expts. are boring Sometimes
psych is interested in personal, hidden
stuff WhOoaOAOOAHH!!!
Conceptual DV Obedience
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Classes of DV Measures Verbal Measures (surveys,
interviews) Behavioral Overt
behavior Behavioroid Physiological
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Advantages of Verbal Measures

• 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.

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Attributes of Verbal Measures

• Questionnaire
• Easy to use
• Easy to standardize
• Rating Scales
• Dont require coding
• Purpose measure attitude, attitude change

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Affirmative Action Measure   1. Do you favor
Affirmative Action? ___ YES ___ NO
Problems with this measure?
Degree of favor? Favor for all groups? Favor all
ways of implementing?
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Subject A Agrees with 2, 3, 7 (? 1.5).
Mainly anti AA, but sees it can do some
good.   Subject B Agrees with 3, 5, 6 (?1.8).
Mainly pro AA, but favors other social remedies. 
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Guttman Scale
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Guttman Scale Scoring
Agrees with item Disagrees with item
A B C D A B
C D
Score 4 3 2 1 0
X X X X X X X
X X X X X
X X X X X X
X X
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Likert Scales
What is your view on affirmative action?
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To what degree do you favor affirmative action
for Asians?
To what degree do you favor affirmative action
for Blacks?
To what degree do you favor affirmative action
for Latinos?
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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

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Bi-Modal Scales
What is your view on gun control?
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Indentify Latent Constructs as Index of Attitude
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? .72   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? .28
  7. Would you not vote for someone opposed
to affirmative action? .34
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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
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IMPLICIT MODEL OF ATTITUDE MEASURES
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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)   May require a-typical depth of
processing/introspection   Can assume people know
own inner states/inner processes more than they
actually do.
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Moral Values Inventory Rettig Pasamanick,
1959 Sample items to display inter-generational
limitations of empirical realization TO WHAT
DEGREE WOULD YOU CONDONE Item 6 Girls smoking
cigarettes Item 31Buying bootleg liquor under
prohibition law Item 39Seeking amusement on
Sunday instead of going to church.
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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.
Tells a better story
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Types of Behavioral Measures   Frequency Extent
/Amount   Speed Intensity   Duration Prefere
nce   Latency Social/Physical Distance  
Non-verbal Cues and Expressive
Behaviors   Unobtrusive Measures
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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.
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  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 27.8 d. Not
previously contacted 22.2
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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
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Indirect Measures   Measures that imply DV,
without directly testing it.
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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.

2. Which is better measure of hostility to
out-group?

• Amount of shock delivered during learning task
• Physical distance during interview

3. Which is better measure of health after
disclosure?

• Visit vs. did not visit MD
• Number of MD visits

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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?