04-10 SocialCognition_Influences-1

04-10 SocialCognition_Influences-1 - Social Cognition &...

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1 Social Cognition & Social Influences Theories of Attitude Change What leads to attitude change? Learning Theory Cognitive Dissonance Theory Self-Perception Theory Elaboration Likelihood Model Learning Theory Learning Theory: Classical conditioning, operant conditioning, and observational learning contribute to attitude formation and persuasion US = Attractive celebrity/model UR = pleasant emotional response CR = pleasant emotional response The affective component of an attitude can be created through classical conditioning + CS = product
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2 Learning Theory Learning Theory: Classical conditioning, operant conditioning, and observational learning contribute to attitude formation and persuasion Operant conditioning may come into play when an attitude is openly expressed “I like stuff” (attitude) endorsed by others (reinforced) attitude strengthened Learning Theory Learning Theory: Classical conditioning, operant conditioning, and observational learning contribute to attitude formation and persuasion
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04-10 SocialCognition_Influences-1 - Social Cognition &...

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