Chap7_10-09-07 - Chapter 7 Attitudes - Lecture Notes for...

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Chapter 7 – Attitudes - Lecture Notes for 10/9/07 Early Research on Attitudes Attitudes (pg. 191) Evaluations of people, objects, and ideas Yale Attitude Change Approach - 1950’s Yale Attitude Change Approach (pg. 199) The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on "who said what to whom"—the source of the communication, the nature of the communication, and the nature of the audience Who Says What to Whom o Who – the person speaking o What – the content of the message o To Whom – the audience Who : Expertise – experts are more likely to be believed Who : Attractiveness – attractive people are more likely to be paid attention to What: 1 vs. 2 sided argument 2-sided gives appearance of "fair" and "even-handed" Inoculation theory o Expose audience to small dose of arguments against your position before you are challenged o Increase immunity to later persuasive attempts What: Primacy vs. Recency 1
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Chapter 7 – Attitudes - Lecture Notes for 10/9/07 Primacy - Influenced by what they hear first - Generally better to go first if. .. o Listeners will make decision long after both sides have spoken Because. .. o First argument can establish listener schema o "Frame the debate" What: Primacy vs. Recency Recency - Influenced by what they hear last Generally better to go last if. .. o Listeners will make decision immediately after both sides have spoken Because. .. o
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This note was uploaded on 05/04/2008 for the course PSYCH 221 taught by Professor Signorella,margar during the Fall '07 term at Pennsylvania State University, University Park.

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Chap7_10-09-07 - Chapter 7 Attitudes - Lecture Notes for...

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