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persuasion4ov - • Latitude of accept Latitude of reject...

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Attitudes Lecture 4
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Attitude basics Not directly observed Learned evaluation of an object that influences thought and action Cognition, affect, behavior Values Beliefs
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Expectancy Value sum of (beliefs and evaluation of each belief)
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Social Judgment Theory People’s prior attitudes produce systematic distortions in the way people perceive persuasive communications and these distortions mediate attitude change. Latitude of acceptance Latitude of non-commitment Latitude of rejection Assimilation and contrast Reference point- anchor: current attitude
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Political positions on candidates |--------a-------------|-------|----------------------| JE BOHC JM MR HUCK Latitude of accept Latitude of reject |-----------a-----|---------------|----------------------| MR JM HUCK BO HC JE DK Lat of accept Latitude of reject
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Ego involvement |-------------a--------|--------------|--------------|
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Unformatted text preview: • Latitude of accept Latitude of reject • low ego involvement • |-------------a-------|-|-----------------------------| • Latitude of accept Latitude of reject • high ego involvement Balance theory Balance theory • Imbalance causes tension- must revert to balanced state • Agreement with friends and disagreement with enemies is balanced, whereas disagreement with friends and agreement with enemies is imbalanced. • Denial • Bolstering • Differentiation Attitude Accessibility • Degree with which attitude is activated from memory • Importance • Strong attitudes: well learned associations • greater knowledge- beliefs • Filters for informationgreater knowledge- beliefsgreater knowledge- beliefs • Ego involvement • More likely to guide behavior...
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persuasion4ov - • Latitude of accept Latitude of reject...

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