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Psychology - Psychology Modules 54 57 Module 54 Persuasion...

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Psychology Modules 54 – 57 Module 54: Persuasion: Changing Attitudes - Attitudes – evaluations of a particular person, behavior, belief, or concept - Ways in which attitudes can be changed o Message source Attitude communicator has a major impact on the effectiveness of the message More attractive great attitude change Expertise and trustworthiness matter unless audience believe there is an ulterior motive o Characteristics of the message Two-sided messages are more effective Fear producing messages are generally effective when they provide audience with a means of reducing fear EX: “If you don’t practice safe sex, you will get HIV” Could evoke defense mechanisms o Characteristics of the target Targets can believe different things in different settings and depending on who they are - Routes of Persuasion o Central route processing – occurs when the recipient thoughtfully considerers the issues and arguments involved in persuasion. Could be swayed by logic, merit, and strength of argument. Highly involved
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Motivated Attentive Stronger, lasting attitude change o Peripheral route processing – occurs when people are persuaded on the basis of factors unrelated to the nature or quality of the content of a persuasive message Uninvolved Unmotivated Inattentive Weaker, less persistent attitude change Ex: Not liking someone’s opinion because you don’t like them - Link Between Attitudes and Behavior o Attitudes influence behavior o People hold fairly consistent attitudes o Cognitive dissonance – The conflict that occurs when a person holds two contradictory attitudes or thoughts Social Cognition: Understanding Others - Understanding what people are like o Social cognition The way people understand and make sense of others and themselves o Schemas Sets of cognitions about people and social experiences Hold schemas for particular types of people – kind of like stereotypes Ex: Teacher
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