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MC 2525 Test 2-10

MC 2525 Test 2-10 - MC 2525 Attitudes 1 How does persuasion...

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MC 2525 10/14/08 Attitudes 1. How does persuasion actually happen? o Internal mechanism? o How do people's opinions change? 2. Attitudes - help in making persuasion induced decisions o A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object Evaluative - positive or negative Judgment Learned predisposition - come from past experience or knowledge given to us Learn through social comparison Seeking validation and acceptance Develop attitudes Example: Nick Saban would generate negative attention Predispositions only - attitudes don't determine our behaviors Doesn't automatically determine what we are going to do Does generate TENDENCIES as to what we might do Flexible, stability Consistent When we have a negative or positive attitude, this remains from day to day Not rigid, just consistent Attitudes can adapt and accommodate changes Example: might typically vote Republican but your attitude is not totally rigid that you couldn't vote Democratic 3. Forming attitudes: o Attitudes -----------> behavioral intention - - - - - - - > behavior o Your attitudes are generated by 3 types of information: Cognitive information (beliefs) Ideas we have about what are true or false Organized on a continuum (serves as psychological structure that sustains our life) of central beliefs and peripheral beliefs: Central beliefs are essential to one's life and identity At a person's core and center Most resistant to change
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Example: earth is round, gravity exists, I am a human being that breathes Peripheral beliefs are comparatively inconsequential What radiates out from the core Beliefs that are not as important to our existence Example: which ice cream is best, which car is most reliable How can these beliefs be changed or reinforced to persuade Changing central beliefs - most resistant to change Example 1: Central belief that you are biological child of parent's Real parents come forward Central belief is being questioned and falsified Example 2: The Matrix Central belief being shaken World is merely a matrix and a simulation Keanu Reeves is the savior Has to react to this change and challenge in his central belief Will be resistant to this change Changing peripheral beliefs Example 1: Peripheral belief about raw fish - sushi Culturally, Americans have totally turned around to the idea of sushi and raw fish and embraced it This is a change in a peripheral belief Change hasn't had an incredible effect on lives (family structure, Baton Rouge, etc.) Example 2: Local CC's vs. Starbucks Attempts to change both kinds of beliefs Attention is on changing peripheral beliefs because they are easier to change and people are more open to having these changed Affective/emotional information (emotions, needs, values) Emotions, psychological beliefs, values
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