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Notes 2-27

Notes 2-27 - Attitudes Part I What is an attitude and how...

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Attitudes, Part I What is an attitude and how is it measured? How do others persuade us to change attitudes? How do our own actions persuade us to change attitudes? - What is an attitude? o Enduring evaluation of or reaction to people, objects, or ideals o Can be positive or negative o Can be strong or weak - Self-Report Measures o Question or series of questions about a topic o Advantages : cheap, easy, and quick o Disadvantages ? Limitations of introspection: Concerns about self-presentation - Do Attitudes Really Exist? o Norbert Schwarz: attitudes are constructed (on the spot) o Tim Wilson: attitudes are fragile . Introspection can make our attitudes change. - Physiological Measures o Movement of facial muscles o Heart rate o Skin response - Other Nonreactive Measures o Reaction time o Eye contact and body posture o Desire for proximity (and other covert measures - Attitude Change - Two Routes to Persuasion o Central Route: You scrutinize and think carefully about the issue (elaborating on
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Notes 2-27 - Attitudes Part I What is an attitude and how...

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