persuasion4ov - Latitude of accept Latitude of reject low...

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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 low...

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