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MC 2525 Lecture 9

MC 2525 Lecture 9 - 3 Past behaviors and experience B...

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October 14: Theories of Persuasion I. Attitudes : “a learned predisposition to respond in a consistently favorable or  unfavorable manner with respect to an object.” (Fishbein and Ajzen 1975) Four key characteristics:  evaluative, learned, predispositions, and flexible  stability II. Attitude Formation A. Attitudes are generated from three types of information 1) Cognitive information  - Beliefs: ideas we have about what is true or false - Continuum of central beliefs and peripheral beliefs 2) Affective/emotional information
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Unformatted text preview: 3) Past behaviors and experience B. Theory of Reasoned Action III. Elaboration Likelihood Model (ELM) Persuasion may occur through one of two routes: • Central-route processing: uses logical, information-based messages-Requires audience motivation and ability-Results in long-term attitude change • Peripheral-route processing: uses sensory or symbolic cues (music, celebrity, images) -Results in short-term attitude change Felicia Song, Fall 2008 Not to be Used Without Permission...
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