Spontaneous evaluations: similarities and differences between the affect heuristic and implicit attitudes

The affect heuristic and implicit attitudes are two separate concepts that have arisen within different literatures but that have a number of similarities. This paper compares these two constructs with the aim of clarifying exactly what they are and how these relate to one another. By comparing and contrasting the affect heuristic and implicit attitudes we conclude that the ‘affect pool’ of images tagged with feelings referred to within the affect heuristic literature may be equivalent to the construct of implicit attitudes. Further to this, the affect heuristic itself could be considered as a specific sub-type of spontaneous process that is driven by implicit attitudes. We propose that each of the implicit attitude and affect heuristic constructs could be further developed through the examination and comparison of existing literatures surrounding the other. Implications for future research are outlined

Attitudes and behaviour towards GM food

The aim of this thesis was to examine attitudes towards genetically modified (GM) food and how these translate into behaviour. Research conducted divided quite neatly into two distinct sections. The first section explored explicit attitudes and other socio-cognitive constructs relating to behaviour towards GM food within the framework of different theoretical models including, most notably, the theory of planned behaviour (Ajzen, 1991). The second section measured implicit attitudes held towards GM food and the malleability of these attitudes, using an array of different reaction time tasks, e. g. the implicit association task (Greenwald, McGhee and Schwartz, 1998). A final experiment then linked these two sections by examining both implicit and explicit attitudes alongside various measures of behaviour in order to examine the predictive validity of these attitude constructs and how these may vary depending on the situation. Results indicated that socio-cognitive concepts of subjective norms, perceived behavioural control (PBC), self-identity and emotional involvement were useful alongside the construct of explicit attitudes in predicting intentions and behaviour towards GM food. In addition, measures of implicit attitude were found to be useful predictors of behaviour towards GM food, over and above explicit attitudes. Interestingly, measurementso f implicit attitude were found to be positive when measured in a context free manner but were also found to be malleable and differed considerably depending on the situational context of measurement. Actual behaviour was measured in a variety of different ways and these converged in demonstrating that the majority of participants would try GM food. Overall, findings indicated that within Britain more people than previously thought are likely to try GM food if it becomes more widely available

Attitudes and behaviour towards GM food

The aim of this thesis was to examine attitudes towards genetically modified (GM) food and how these translate into behaviour. Research conducted divided quite neatly into two distinct sections. The first section explored explicit attitudes and other socio-cognitive constructs relating to behaviour towards GM food within the framework of different theoretical models including, most notably, the theory of planned behaviour (Ajzen, 1991). The second section measured implicit attitudes held towards GM food and the malleability of these attitudes, using an array of different reaction time tasks, e. g. the implicit association task (Greenwald, McGhee and Schwartz, 1998). A final experiment then linked these two sections by examining both implicit and explicit attitudes alongside various measures of behaviour in order to examine the predictive validity of these attitude constructs and how these may vary depending on the situation. Results indicated that socio-cognitive concepts of subjective norms, perceived behavioural control (PBC), self-identity and emotional involvement were useful alongside the construct of explicit attitudes in predicting intentions and behaviour towards GM food. In addition, measures of implicit attitude were found to be useful predictors of behaviour towards GM food, over and above explicit attitudes. Interestingly, measurementso f implicit attitude were found to be positive when measured in a context free manner but were also found to be malleable and differed considerably depending on the situational context of measurement. Actual behaviour was measured in a variety of different ways and these converged in demonstrating that the majority of participants would try GM food. Overall, findings indicated that within Britain more people than previously thought are likely to try GM food if it becomes more widely available

Perceptions of climate change and willingness to save energy related to flood experience

One of the reasons that people may not take action to mitigate climate change is that they lack first-hand experience of its potential consequences. From this perspective, individuals who have direct experience of phenomena that may be linked to climate change would be more likely to be concerned by the issue and thus more inclined to undertake sustainable be- haviours. So far, the evidence available to test this hypothesis is limited, and in part contradictory1–4. Here we use national survey data collected from 1,822 individuals across the UK in 2010, to examine the links between direct flooding experience, perceptions of climate change and preparedness to reduce energy use. We show that those who report experience of flooding express more concern over climate change, see it as less uncertain and feel more confident that their actions will have an effect on climate change. Importantly, these perceptual differences also translate into a greater willingness to save energy to mitigate climate change. Highlighting links between local weather events and climate change is therefore likely to be a useful strategy for increasing concern and action

Differentiating ‘the user’ in DSR: Developing demand side response in advanced economies

This paper reports on the current state of Demand Side Response (DSR) in the UK – an early adoptor amongst advanced economies – and the role of the end user in determining its future. Through 21 expert interviews we establish the current state of DSR, and expectations for its development. Whilst non-domestic DSR appears healthy, if fragile, domestic DSR is considered to be currently unviable, it's future success dependant on market innovations. In following how that situation is expected to change, we highlight key assumptions about prospective end users. These assumptions are shaping the efforts of the industry actors tasked with delivering DSR. We identify two visions of the user, one passive whilst technologies automate on their behalf, the other integrated to the point of themselves being an automaton. We detail a series of concerns about the limitations of these user visions, and the ability of industry to reach beyond them towards a more differentiated view. We conclude with a call to broaden the institutional landscape tasked with delivering DSR, in order to foster a greater diversity of end user roles, and ultimately greater demand responsiveness from a broader user base

Implicit attitudes towards Genetically Modified (GM) foods: a comparison of context-free and context-dependent evaluations

Past research on attitudes towards GM food has focused on measuring explicit attitudes. Here we compared implicit attitudes towards GM foods with explicit attitudes towards GM foods. We used the Go No-Go task to investigate context-free implicit evaluations of GM foods and compared these with evaluations made in the context of ordinary and organic foods. Semantic differential scales were used to evaluate explicit attitudes towards GM foods. As expected, explicit attitudes towards GM foods were found to be neutral. However, contrary to our hypotheses, participants were found to hold positive, rather than neutral, implicit attitudes towards GM foods when these were assessed in a context free manner. In addition, neutral implicit attitudes were found when attitudes were assessed in the context of ordinary or organic foods, again contrasting with our hypotheses. These results imply that implicit attitudes towards GM food are more positive than anticipated and may lead to approach behaviour towards such products. Thus, given the choice, consumers are likely to accept GM food although other incentives may be needed if alternative foods are available