CMN152 Class Notes

CMN152 Class Notes - CMN152Week1,Lecture1...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
CMN 152 – Week 1, Lecture 1 15/02/2011 03:39:00 Terms Construct – Something not directly observable that is nevertheless adopted  for scientific inquiry Conceptual Definition – Process of defining constructs verbally with other  constructs Propositions – Statement of relationship among constructs specifying how we  think constructs are related Theory – Set of logically related propositions that provide some unifying  explanatory mechanism and predict some probably future outcomes: explain  and predict    Source Credibility Persuasion – Attitude Change Proposition – Positive Correlation Proposition Construct A Construct B Variable A Variable B Hypothesis IDEA WORLD: REAL WORLD:
Background image of page 1

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

View Full DocumentRight Arrow Icon
Theory Criteria for Productive / Useful Theory o Falsifiable – Can test the claims of the theory o o Internally Consistent – Theory is Logical o Specifies relevant constructs and how they are measured o Explains data better than existing theories o Agrees with existing theories about related topics Can’t contradict theories it overlaps with o Generates new insights about topic – heuristic value To define persuasion, we have to define some other terms first: Attitude  – a psychological tendency that is expressed by evaluating a particular entity  with some degree of favor or disfavor Attitudes are tendencies Attitudes are evaluative Attitude objects are entities that elicit the evaluative responses: person, issue,  brand, etc. Generally, attitudes are learned o Innate attitudes – towards loud noises, towards snakes / spiders, etc.  These are not learned attitudes. Why do we care about attitude?   o The assumption is that attitudes influence behavior Three Different Motivational Systems Compliance o Target – the person you are trying to influence. The target accepts  influence from a social agent (person doing influencing) in order to  achieve a favorable reaction from the social agent
Background image of page 2
o Target learns to do or say the expected thing in special situations – not  all the time o Public behavior, not private acceptance – do things not because our  attitude demands it, but for the associated favorable reaction Identification o Target adopts behavior from social agent because the behavior is  associated with a satisfying self-defining relationship with the social  agent o Public and private acceptance o Two forms of self defining relationships: peer, mentor-mentee o Shows that relationship with social agent can drive the behavior of the  target Internalization o Induced behavior is consistent with the target’s value system o Induced behavior is intrinsically rewarding
Background image of page 3

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

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 09/13/2011 for the course COM 152 taught by Professor Mikaylahughes during the Spring '07 term at UC Davis.

Page1 / 34

CMN152 Class Notes - CMN152Week1,Lecture1...

This preview shows document pages 1 - 4. Sign up to view the full document.

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