attitudes and persuasion - lecture notes

attitudes and persuasion - lecture notes - Learning goals...

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Learning goals identify and understand various theories of attitudes understand the three critical components of persuasion identify factors that influence persuasion
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Attitudes and persuasion attitudes a general evaluative response, view or position components: affective behavioral cognitive persuasion attempts to change an attitude
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Theories of attitudes attempt to explain: source where attitudes come from maintenance the consistency of attitudes over time change under what circumstances attitudes change
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Learning theory fundamental principles: classical conditioning associative learning operant conditioning rewards and punishments social learning observation and imitation relies upon message learning and transfer of affect
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Balance theory relies upon cognitive consistency motivated by a person’s need to have harmonious social relationships factors: person (self) other person (social relationships) attitude object we strive to maintain a balance between our attitudes and our social relationships
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attitudes and persuasion - lecture notes - Learning goals...

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