Lec5 - Definition of Attitude A learned Predisposition to...

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Definition of Attitude A learned Predisposition to respond To an object or class of objects In a consistently Positive or negative manner.
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Definition of Attitude A learned NURTURE!!! Not Nature!
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Definition of Attitude A learned Predisposition to respond Inclination Tendency Readiness
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Definition of Attitude A learned Predisposition to respond To an object or class of objects Meaning: Anything!
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Definition of Attitude In a consistently Positive or negative manner.
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Definition of Attitude In a consistently Positive or negative manner.
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Definition of Attitude A learned Predisposition to respond To an object or class of objects In a consistently Positive or negative manner.
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Tripartite definition of Attitude Cognition Affect Behavio r
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Systematic vs. Superficial Processing Systematic Thoughtful, analytic, deep Strain that brain Focus on what is “central” to argument
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Systematic vs. Superficial Processing Superficial Thoughtless, lazy, shallow Don’t think too hard Focus on what is easiest and most obvious even if “peripheral”
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Systematic vs. Superficial Processing Systematic – Thoughtful, analytic, deep Strain that brain Focus on all relevant arguments Superficial – Thoughtless, lazy, shallow Don’t think too hard Focus on easiest and most obvious information Which kind of processing is likely to lead to the most attitude change?
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Systematic vs. Superficial Processing IT DEPENDS. Systematic processing leads to more elaboration, consideration of good arguments. But also, to more counter-arguing and rejection of bad arguments. In any case… if change occurs, it will be more enduring if a result of systematic processing.
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Credible Source, Good argument I smoke a pipe because the nicotine stimulates my brain cells, relatively speaking, which is part of what makes me so smart.
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Credible Source, Good argument Good Persuasive Message Attitude Change Thoughtful Thoughtless High effort, elaboration, Low effort, peripheral cues, heuristics Good arguments lead to enduring change Cues trigger temporary acceptance
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Credible Source, Bad argument I smoke a pipe because I am a genius and we geniuses pretty much have to smoke pipes so that we look smart and people don’t mistake us for idiots.
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Credible Source, Bad argument Bad Persuasive Message Attitude Change Thoughtful Thoughtless High effort, counter-arguing Low effort, peripheral cues, heuristics Bad arguments lead to No change Cues can trigger temporary acceptance
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Classical Conditioning of Attitudes Behaviorist Era attitude research Based on Learning theory Reinforcement Conditioning
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Learning (stimulus-response) theory The Organism Stimuli Responses
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Reading arguments while eating 0 10 20 30 40 50 60 70 80 Cancer Cure Moon trip 3-D Movies Armed Forces No Food Eating CANCER CURE: Cancer will be cured someday MOON TRIP: Humans will land on moon 3-D MOVIES: Will be possible someday ARMED FORCES: Some day there will be no need for armed forces.
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This note was uploaded on 03/27/2011 for the course ECON 252 taught by Professor Robertholand during the Spring '08 term at Purdue University-West Lafayette.

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Lec5 - Definition of Attitude A learned Predisposition to...

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