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Unformatted text preview: 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 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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This note was uploaded on 03/17/2009 for the course PSYCH 100 taught by Professor Cave during the Spring '08 term at UMass (Amherst).
- Spring '08