Research On The Implicit Mechanism Of Attitude Formation

How people form their attitudes is a important question for discussion in social cognition research. the implicit mechanism of attitude formation is discussed in the current dissertation, which means the characteristics of attitude formation during implict learning.In the theory section of the issertation, the concepts of attitude and attitude formation is introduced, the history of research on the implicit mechanism of attitude formation is reviewed, and the main experimental paradigms are summarized.In the experiment section, hidden covariation detection (HCD) paradigm is used to explore the characteristics of implicit attitude formation. In the learning phase of HCD paradigm, a evaluating variable A and a neutral variable B covariate nonsaliently(e.g., if A₁ appears, then B₁ appears, if A₂, then B₂ ); and then in the testing phase, only B is presented, subjects are asked to evaluate the items on the variable A. If the evaluation is affected by the covariation, and no explicit knowledge is detectede, one can conclude that attitude is formed implicitly through HCD, which also called the HCD effect.In the first experiment, film posters are used as materials. A hidden covariation between the face shape and the acting of actors/actresses is set to validate the HCD effects, to find out its basic characteristics. Postexperimental questionnaire and subjective measure are used the validate the implicity of HCD.In the second experiment, commodities are used as materials. A hidden covariation between the shape and quality is set to explore the HCD effects among the different blocks of testing phase, and to compare figurative materials with nonfigurative materials.In the third experiment, Tang Poetries are used as materials. Two hidden covariations are set (the covariation between renown of the author and rhyming, and the covariation between rhyming and the location of poetries) to explore the indirect HCD effects.The research got the following findings:1. Attitudes can be formed through HCD, no matter what kinds of materials are used in the series of experiments, which indicates that the HCD effect is a ubiquitous phenomenon. 2. HCD effects develops in a self-perpetuating manner, which means after the initial exposure to the covariation, the HCD effect will be gradually strengthened by itself with the mere exposure to the...