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- Title: persuasion4ov
- Type: Notes
- School: Wisconsin
- Course: COMM ARTS 368
- Term: Spring
Coursehero >> Wisconsin >> Wisconsin >> COMM ARTS 368
Path: Wisconsin >> COMM ARTS >> 368 Spring, 2008
Path: Wisconsin >> COMM ARTS >> 368 Spring, 2008
Path: Wisconsin >> COMM ARTS >> 368 Spring, 2008
Path: Wisconsin >> COMM ARTS >> 368 Spring, 2008
Path: Wisconsin >> COMM ARTS >> 368 Spring, 2008
Path: Wisconsin >> COMM ARTS >> 368 Spring, 2008
Path: Virginia Tech >> BIOL >> 2004 Spring, 2008
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Path: Penn State >> SPAN >> 412 Fall, 2007
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Path: Virginia Tech >> BIOL >> 2004 Spring, 2008
Path: Virginia Tech >> BIOL >> 2004 Spring, 2008
Path: Virginia Tech >> BIOL >> 2004 Spring, 2008
Path: Virginia Tech >> BIOL >> 2004 Spring, 2008
Path: USC >> HIST >> 200gm Fall, 2007
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Path: USC >> HIST >> 200gm Fall, 2007
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Path: UNC Greensboro >> PSYCH >> 388 Spring, 2008
Path: Iowa State >> ARCH >> 357 Spring, 2008
Path: Iowa State >> ARCH >> 357 Spring, 2008
Path: UNC Greensboro >> PSYCH >> 388 Spring, 2008
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Path: Cornell >> ECON >> 1120 Spring, 2007
Path: Cornell >> ECON >> 1120 Spring, 2007
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Path: Cornell >> ECON >> 1120 Spring, 2007
Path: UNC Greensboro >> ESS >> 388 Spring, 2008
Path: UNC Greensboro >> ESS >> 388 Spring, 2008
Path: UNC Greensboro >> ESS >> 388 Spring, 2008
Path: UNC Greensboro >> ESS >> 388 Spring, 2008
Path: UNC Greensboro >> ESS >> 388 Spring, 2008
Path: UNC Greensboro >> ESS >> 388 Spring, 2008
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Path: University of Iowa >> MACRO >> Itro Spring, 2008
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Path: Central Mich. >> COM >> 101 Spring, 2008
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Lecture Attitudes 4 Attitude basics Not directly observed Learned evaluation of an object that influences thought and action Cognition, affect, behavior Values Beliefs Expectancy Value sum of (beliefs and evaluation of each belief) Social Judgment Theory People's prior attitudes produce systematic distortions in the way people perceive persuasive communications and these distortions mediate attitude change. Latitude of acceptance Latitude of non-commitment Latitude of rejection Assimilation and contrast Reference point- anchor: current attitude Political positions on candidates |--------a-------------|-------|----------------------| JE BOHC JM MR HUCK Latitude of accept Latitude of reject |-----------a-----|---------------|----------------------| MR JM HUCK BO HC JE DK Lat of accept Latitude reject of Ego involvement |-------------a--------|--------------|--------------| Latitude of accept Latitude of reject low ego involvement |-------------a-------|-|-----------------------------| Latitude of accept Latitude of reject high ego involvement Balance theory Balance theory Imbalance causes tension- must revert to balanced state Agreement with friends and disagreement with enemies is balanced, whereas disagreement with friends and agreement with enemies is imbalanced. Denial Bolstering Differentiation Attitude Accessibility Degree with which attitude is activated from memory Importance Strong attitudes: well learned associations greater knowledge- beliefs Filters for informationgreater knowledgebeliefsgreater knowledge- beliefs Ego involvement More likely to guide behavior
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