WK 2 L2 Attitudes and social cognition Flashcards
attitudes
association between two things and an eval of positive, negative or mixed eval of a person, object or idea expressed at some level of intensity
how attitude is measured
attitude scale, IAT
Persuasion
deliberate attempt to change an attitude held by another
Components of persuasion
sources, messages, receiver, context , channel
sources
attractive, likeable, credible
Message
match recipients level of consideration on the topic
Context
messages should be delivered right place right time
Reciever
has weaker attitudes and or is attending to the message
Channels
face to face
two routes of persuasion
central and peripheral
Central route
influence by strength and quality of message
Peripheral route
influenced by superficial cues
Cognitive dissonance
occurs when a person experiences a discrepancy between an attitude and behaviour or between attitude and new piece of info
Identity
perceptions of self that are largely influenced by social cognitions that vary according to context
Halo effect
positive qualities cluster together
