Chapter6 - Chapter Attitude Attitudes Strength of Attitudes 9:41:00 AM Strongly held attitudes have a greater impact on behavior Genetic basis for

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter- Attitude 05/10/2007 08:41:00 Attitudes Strength of Attitudes * Strongly held attitudes have a greater impact on behavior * Genetic basis for some attitudes (Tesser, 1993) 1. Attitudes and behavior are more consistent when people are well informed 2. Attitudes are more stable when formed through direct personal experience 3. Attitudes can be strengthened by attack from persuasive messages 4. Strongly held attitudes are highly accessible Persuasion * The process of changing attitudes * Petty & Cacioppo’s dual-process model – people can choose one of two roots to process a situation 1. Central Route – you actually consider the merits of the argument, what is said determines your decision. 2. Peripheral Route – takes into account other things 1. Heuristics – a rule of thumb, like the speaker is supposed to be an expert so what they say must be good, or quantity of statistics and such 2. Attributions – what does someone have to gain by delivering this message, those with a better motive will be considered right 3. Mood – the mood we are in when we hear a message, the better mood the more receptive we are to persuasion
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Route Selection The Source * Credibility – believability 1. Competence – ability and expertise, listen to a man who’s dying to hear what should be valued in life 2. Trustworthy – willing to report all that they know truthfully and without compromise ( will we get all sides of the argument) * Likeability 1. Similarity – especially if relevant to the message, I’d be more persuaded by a college student telling me to get a full night’s sleep if they’re like me. 2. Attractiveness – If the person is attractive people are more likely to listen
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/29/2008 for the course PSYC 228 taught by Professor Rourke during the Fall '07 term at Binghamton University.

Page1 / 8

Chapter6 - Chapter Attitude Attitudes Strength of Attitudes 9:41:00 AM Strongly held attitudes have a greater impact on behavior Genetic basis for

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online