Test 2 - o Affective process o Behavioral process o...

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Test 2 Attitudes and Persuasion What is an attitude o An attitude is a psychological tendency that is expressed by evaluating an object with some degree of favor or disfavor Know your ABC’s o Affective – how you feel about the object o Behavioral how you act toward the object o Cognitive – your thoughts and beliefs about the object o Tripartite Model of evaluative response – three ways attitudes can be expressed (affective, behavioral, cognitive) Ex: attitude object: dentist Affective o Dentists make me feel anxious o I always feel pain at the dentist Behavioral o I visit the dentist twice a year o I am a very cooperative patient Cognitive o Dentists are chatty o Dentists are expensive Tripartite Model of Antecedents How are attitudes formed? Where do they come from?
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Unformatted text preview: o Affective process o Behavioral process o Cognitive process • Affectively based attitudes o Attitudes based more on feelings and values than on cognitions o “I like the color red” o Hearts>mind o Classical conditioning • Behaviorally based attitudes o Attitudes based on observations of how one behaves towards an attitude object o “My last 3 comps were Dells, therefore I must like Dells” Dem’s self-perception theory o Operant conditioning • Cognitively based attitude o Attitudes based primarily on one’s beliefs about the properties of an object o “I like my Dell laptop because it has a 500 gb hard drive, an intel core-duo processor, and 8 gbs of ram...
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