Event-Related-Potential Measure of Attitudes (ERP Measure of Attitudes): A Review
Recent advances in neuroscience have led to the development of a range of tools to measure and quantify psychological attitudes and processes. One such tool is the event-related potential (ERP) measure of attitudes, which assesses the physiological responses to external stimuli that are associated with attitude-related processing. The purpose of this review is to provide an overview of the current state of the research into ERP measure of attitudes, with a focus on its potential applications and implications.
The ERP measure of attitudes is based on the concept of the “attitude-behavior link”, which is the idea that attitudes are associated with specific behaviors (Fazio, 1986). This link is thought to be mediated by the processing of external stimuli that are associated with attitudes. The ERP measure of attitudes is based on the idea that the physiological responses to these stimuli can be used to infer the presence of an attitude (Cacioppo, 1981).
The ERP measure of attitudes involves the collection of EEG data while participants are exposed to stimuli that are hypothesized to be associated with their attitudes. The EEG data is then analyzed to determine the presence of attitude-related ERP components, such as the P300, N400, and Late Positive Complex (LPC). These components have been found to be reliable markers of attitude-related processing (Cacioppo et al., 1986).
The ERP measure of attitudes has a number of potential applications in research. For example, it can be used to investigate the nature of the attitude-behavior link by measuring the degree to which attitude-related processing is associated with behavior. It can also be used to assess the strength of attitudes and to compare attitudes across different populations. Furthermore, it can be used to study the effects of attitude-related processing on decision-making processes.
The ERP measure of attitudes also has implications for applied settings such as marketing and political campaigns. For example, it can be used to assess the effectiveness of different advertising campaigns and to identify the attitudes that are associated with different voting behaviors.
In conclusion, the ERP measure of attitudes is a promising tool for assessing the strength of attitudes and investigating the nature of the attitude-behavior link. Its potential applications and implications are wide-ranging, and further research is needed to explore its potential in various contexts.
References
Cacioppo, J. T. (1981). A psychophysiological analysis of attitudes. In M. Zanna (Ed.), Advances in Experimental Social Psychology. New York, NY: Academic Press.
Cacioppo, J. T., & Petty, R. E. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.
Fazio, R. H. (1986). How do attitudes guide behavior? In R. M. Sorrentino & E. T. Higgins (Eds.), The handbook of motivation and cognition (pp. 204-243). New York, NY: Guilford Press.