Research in context effects of graded affective valence videos on results of measurements of implicit attitudes towards risky driving
2021
Plotka, I., Baltic International Academy, Riga (Latvia) | Blumenau, N., Baltic International Academy, Riga (Latvia) | Igonin, D., Baltic International Academy, Riga (Latvia) | Vinogradova, Z., Baltic International Academy, Riga (Latvia)
The research aim is to study the context effects of graded affective valence videos on the results of measurements of implicit attitudes towards risky driving. The research is based on theoretical conceptualizations of explicit-implicit attitudes, discrepancy-consistency of their measurements presented in dual-process models of attitudes. Research questions: Have the results of measurements of implicit attitudes towards speeding using Implicit Association Test (IAT) and the results of measurements of explicit attitudes using self-reported procedures changed in response to context effects? What effect did the context factors have on results consistency of implicit and explicit measurements of attitudes towards speeding? Have the correlations between implicit and explicit attitudes towards speeding and personality traits changed in response to contextual effects? Participants: 66 drivers aged 20 to 67, Mdn = 40.5, driving experience 1–40 years, Mdn = 15. The procedure of specially designed SelfConcept IAT to measure implicit attitudes towards speeding, driver questionnaire to measure explicit attitudes towards speeding, Cross-cultural shortened form of ZKPQ-50-CC. Contexts were two videos with negative and positive emotional valence. During the first session, participants performed the IAT procedure, next completed the questionnaire. After that, the participants were divided into two groups; watching different content videos. Retest was conducted with one-week delay. Context effects led to a change in both implicit and explicit attitudes. The effect sizes of changes were typically small for implicit attitudes and medium for explicit ones. The context effect revealed a change in the correspondence of the measurement results – the appearance of inconsistency after the negative video and partial consistency-inconsistency after the positive video. Artificially created contextual events affected the system of correlation links between implicit and explicit attitudes towards speeding and personal traits.
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