Attitudes 1 Flashcards
Attitudes
Belief/feeling/behavioural tendencies affect evaluations of world around us
Components of persuasion
-source
- target
- message
- Medium
Acceptance cues
Believe credibility -> m=believe message
Discounting cues
Believe speaker is an idiot and don’t believe him
Elements of source
- Credibility
- Body language
Target
- non-verbal cues
- Distraction
- Needs cognition
Why does fear appeal?
Fear response causes quick reactions
Why does emotion appeal
Positive language -> positive view (and vice versa)
Are extreme views effective?
No, less likely to align with consumers
Are subliminal messages real?
No
What are the 2 ways of processing messages
- Central processing
- peripheral processing
Central processing
Carefully considering everything in message, more likely to be used for topics you’re interested in
Peripheral processing
Using anything but deep thought (bias, heuristics etc.)
High credibility source over time
Will decrease in”credibility”
Low credibility source over time
Increase in credibility
