Lecture 6 Flashcards
Attitude
A lasting, general evaluation of a person, object, or idea
Belief: a knowledge claim that constitutes what a person thinks is true about a person, thing, or idea
Attitudes Types
-Explicit attitudes: attitudes people are aware of and can articulate
-Implicit attitudes: attitudes that a person typically is not aware of
-Dual attitudes: inconsistent implicit and explicit attitudes toward a person, thing, or idea
Hierarchies of Effects
High-involvement hierarchy
Low-involvement hierarchy
Experiential hierarchy
Attitude: Influences
Individual experiences: Classical conditioning, Social learning theory, operant conditioning
Contextual influences: Media, culture.
- explicitly or implicitly
Consistency Principle
We value/seek to be consistent in our attitudes, beliefs and behaviors
Consistency Principle: Balance Theory
How a person might perceive relations among different attitude objects and how this might alter his or her attitudes to maintain consistency
Consistency Principle: Theory of cognitive dissonance
People have a basic need to be consistent in their attitudes, beliefs, and behavior
Self-perception theory
Assumes we infer our attitude in the same way that a third party might infer our attitude: by watching our own behavior
Social Judgment Theory
Consumer compare incoming information to their existing attitudes about objects or issues
Attitude change depends on how consistent the information is with what they already know.
Factors that impact the relationship between attitudes and behavior: Attitude strength
- Direct personal experience
-Accessibility
- Impotance
- Certainty
Two Routes Through which persuasion occurs
Central Processing
-slow and careful
-focused on the quality
-both motivation and ability required
Peripheral Processing
-rapid and superficial
-focused on non-argument features
Persuasive Communication Elements
Source Factors: Person who sends a communication
Message Factors: Content of a piece of communication
Channel Factors: (newspaper, television, internet)
Receiver Factors: The target of a persuasive message
