Buyer Seller test 2Topic 1Cognitive component of attitudes refers to the beliefs, thoughts, and attributes that we would associate with an objectThe cognitive Response modeloSupports argumentsoCounterargumentsoSource derogationsIncentives for attitude change can vary based onoWhooWhatoThe audienceHow are cognitively based attitudes influencedoCommunication sourceoTheir expertise, credibility, and trustworthinessResults of the petty and cacioppo experimentoStudents with personal stake, stronger arguments were more convincing and weak arguments left them less convincedoStudents without a personal stake, weren’t affected and did not process quality argumentsElaboration likelihood model assumesoPeople are motivated to hold correct attitudesoAmount of elaboration in response to an appeal can vary in content and amountoElaboration leads to new and strong attitudesFactors influencing motivation to process a message deeplyoPersonal relevanceoNeed for cognitionAbility to processoExpertise on the subjectOpportunity to processoExternal constraints, distractions in the environmentProcessing content with cuesoSuperficial relationshipsoPeripheral=highProcessing content with argumentsoRequires a lot of thought which means you are using the central processElements of persuasion that attempt to influence thoughts/cognitionsoSource characteristicsoMessage contentoAudience characteristicsoFirm reputationoSpokesperson credibility
oArgument qualityoPersonal relevanceCentral routeoAttitude change that occurs through its impact on cognitive responses to message contentElaboration likelihood modeloA duel- process model that distinguishes between central and peripheral routes to attitude changeHeuristic processingoThe use of simple judgment rulesPeripheral routeoAttitude change that occurs by considering simple characteristics of a messageTopic 2Affective foundations of attitudesoAffective involvemento
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