2.attitudes - Psych 585: Psychology of Persuasion Attitudes...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
Psych 585: Psychology of Persuasion Attitudes Professor: Icek Aizen Office: Tobin 625 Email: [email protected] Tel: 545.0509
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Persuasion Domain: Marketing/Advertising Objective: Sell product or service: Cars, drugs, toothpaste, furniture, etc. Means: Mass media / person-to-person Target: Attitudes toward brand / company
Background image of page 2
Persuasion Domain: Election Campaign Objective: Vote for candidate (or party) Means: Mass media / person-to-person Target: Attitudes toward candidate / issues
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Persuasion Domain: Health Objective: Exercising, quit smoking, avoid drugs, moderate drinking, safer sex practices, Means: Mass media / person-to-person Target: Attitudes toward health, exercising, medications, alcohol, …
Background image of page 4
Persuasion Domain: Environment Objective: Conserve energy, recycle, don’t litter Means: Mass media / person-to-person Target: Attitudes toward environment, global warming, energy dependence
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Persuasion Domain: The Law? Objective: Theft, speeding, assaults, … Means: Mass media / person-to-person Target: Attitudes toward crime, obeying the law
Background image of page 6
Beliefs or Opinions Belief: Subjective association between a psychological object and some attribute. Examples Object Smoking cigarettes Mitt Romney The Lexus Plastic grocery bags Most Muslims Smoking pot Attribute lung cancer born-again Christian expensive car pollute the environment support terrorism use of hard drugs causes is a is an leads to
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Belief Elicitation: Genetically Modified Food Please take a few minutes to write down your beliefs about genetically modified food . What qualities, attributes, and characteristics come to mind when you think about genetically modified food? Write one thought per line. Don’t deliberate too much; your first thoughts are best.
Background image of page 8
Definition of Attitude Attitude : Hypothetical construct; cannot be directly observed. Must be inferred from observable responses. Definition: “Readiness to respond to a psychological object with some degree of favorableness.” The evaluative reaction of favor or disfavor can range from extremely negative to extremely positive, through the neutral point, on a dimension such as: “good – bad”, “pleasant – unpleasant”, or “in favor – opposed”.
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Attitude vs. Beliefs Attitude toward an Object Readiness to respond to a psychological object with some degree of favorableness or unfavorableness. – negative ---------------------------------------------------------------------------- positive + Beliefs about an Object A belief is the subjective probability that an object has a certain attribute. Example Object Attributes Genetically modified food is nutritious causes cancer reduces the need for pesticides poses a danger to the food supply etc . ..
Background image of page 10
Attitude Formation: Information Processing Perspective An attitude is formed automatically and inevitably as we form beliefs about an object. Each belief links the object to a certain attribute.
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/23/2011 for the course PSY 505 taught by Professor M during the Spring '11 term at S. Connecticut.

Page1 / 43

2.attitudes - Psych 585: Psychology of Persuasion Attitudes...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online