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com 275 lecture notes Ch. 10

com 275 lecture notes Ch. 10 - Attitude change depends on...

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Ch. 10 Persuasion Persuasion: Process by which attitudes are changes (social influence) Attitude Construct: A general predisposition to evaluate other things favorably or unfavorably. The mediator between persuasive info. And behavioral change. Influential Researchers: Carl Hovland: Identified moderating variables Hyman/Sheatsley: Found persuasive messages had to first overcome psychological barriers. Paul Lazarsfeld: Media primarily reinforces already existing attitudes, and the two-step flow model. Cognitive dissonance theory: When attitude and Action become inconsistent, resulting anxiety must be resolved. Attitude change occurs to resolve anxiety. Mcguire’s communication persuasion matrix model: Attitude change occurs in steps. Model outlines inputs and outputs. Problems: lack of detail on process of yielding to new attitude. Cognitive Response theory: Learning a new message is not enough to make us yield to it.
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Unformatted text preview: Attitude change depends on what we think about the message(cognitive response) Elaboration Likelihood Model: Explains persuasion by likelihood of a person to elaborate. Central route: Careful thinking Peripheral route: WITHOUT careful thinking. Change caused by the central route is much stronger than from the peripheral. Theory of Reasoned Action/Planned Behavior: Intention to behave and subsequent behaviors are predicted by: 1) Attitudes towards behavior and 2) normative beliefs or perceptions of how influential other will view the behavior. Extended parallel Process model: Fear appeals have two components: 1) Threat motivates action. 2) Response efficacy determines nature of action. (If perceived efficacy is stronger than perceived threat, people will change behavior to control danger)...
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com 275 lecture notes Ch. 10 - Attitude change depends on...

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