Ch 9 part3 - Click to edit Master subtitle style 4...

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Click to edit Master subtitle style 8/31/11
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8/31/11 Value-expressive function -- express our individuality Helping others is important to me, thus I belong to a number of volunteer programs Knowledge-expressive function -- guidelines to simplify decision making; organize our beliefs “All diet soft-drinks taste the same” Don’t agonize over a choice b/w Coke and Pepsi; make decision quickly 4 Functions of Attitudes
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8/31/11 During & following WWII, propaganda & persuasion were of great interest. Researchers consulted with armed forces on these issues and how to develop soldier morale. Emphasis was on how people “learn” persuasive messages. Empirical Focus on Attitude
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8/31/11 Hovland they studied “who says what to whom” Who = The source of the communication What = The nature of the communication To Whom = The nature of the audience Message Learning Approach
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According to the Message Learning approach, there are 4 necessary steps in the persuasion process
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Ch 9 part3 - Click to edit Master subtitle style 4...

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