Section 3b. Advantages and Disadvantages of Types of Attitude Measurement

Self Reports

Participants directly provide their opinions or attitudes, offering fixed or free responses, with advantages like ease of response selection and depth of qualitative answers, but disadvantages such as lowered validity and difficulty in interpretation.

Bogus Pipeline

A technique involving a fake polygraph to reduce false answers due to social desirability, where subjects reveal their true attitudes when they believe they are being monitored for lies.

Behavioural Counts

Objective measurements used to infer the relationship between behavior and attitude, identifying attitudes as positive or negative, with advantages like easy remote research but disadvantages such as inconsistency in the attitude-behavior relationship.

Implicit Association Test

Measures the affective and cognitive bases of attitudes through rapid pairing of concepts like male/female with characteristics like 'logical', with advantages of online testing and reduced researcher bias, but disadvantages including low test-retest reliability and decreased validity due to participant variables affecting response speed.