COMM 200 Discussion Week 06 S

COMM 200 Discussion Week 06 S - COMM 200 Discussion Section...

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Click to edit Master subtitle style 10/4/11 COMM 200: Discussion Section September 30, 2011 (Week 6) TA: Poong Oh
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10/4/11 Characteristics of Attitudes Social Judgment Theory Cognitive Dissonance Theory Today’s Agenda
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10/4/11 Why do we need to focus on attitude? S S R 1 R 2
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10/4/11 Four Characteristics of Attitudes Produc t idea Perso n Attitude Object Voting Purchase Participati on Behavio r Favorable vs. Unfavorabl e Positive vs. Negative Good vs. Bad Evaluativ e Learned (not innate) Possible to
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10/4/11 Semantic Differential Scale How to Measure Attitudes? Too early Too late 1 2 3 4 5 6 7 Ugly Pretty -3 -2 -1 0 1 2 3 Easy Difficult 1 2 3 4 5 7-point scale Equal 5-point scale : more reliable but less detailed -3 -2 -1 0 1 2 3 Like Dislike
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10/4/11 Movement from one point to another point on the attitude continuum How to Measure Attitude Change ? Bad Negative Good Positive “attitude change”
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10/4/11 Social Judgment Theory -3 -2 -1 0 1 2 3 Bad Negative Good Positive -3 -2 -1 0 1 2 3 Bad Negative Good Positive No change WHY NOT?
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10/4/11 Distance between speaker’s position and receiver’s position A necessary condition for attitude change Social Judgment Theory: Discrepancy -3 -2 -1 0 1 2 3 Bad Negative Good Positive Discrepancy
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COMM 200 Discussion Week 06 S - COMM 200 Discussion Section...

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