Belief based models sup nts

Belief based models sup nts - CMN 152 BELIEF-BASED MODELS...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
CMN 152 BELIEF-BASED MODELS OF ATTITUDE Belief Evaluative response of the cognitive type Thought or idea about the attitude object Summative model of attitude (Fishbein) Attitude = Σ (Belief strength X Evaluation) Belief strength o Strength of salient belief o The subjective probability that the attitude object has or is characterized by the attribute Evaluation o The evaluation of each salient belief Suggestions for persuasion based on the summative model Add salient beliefs Influence the evaluation of an existing belief o Increase the favorability of an existing positive belief o Decrease the unfavorability of an existing negative belief Influence the belief strength of an existing belief Change the salience of currently held beliefs Information integration theory (Anderson) Broader theory Can address any type of judgment Two basic operations involved in forming or changing attitudes o Valuation of incoming information The determination of the meaning of the information and of its
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/24/2011 for the course CMN 152 taught by Professor Puckering during the Spring '06 term at UC Davis.

Page1 / 2

Belief based models sup nts - CMN 152 BELIEF-BASED MODELS...

This preview shows document pages 1 - 2. Sign up to view the full document.

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