When do we change our attitudes

When do we change our attitudes - When do we change our...

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When do we change our attitudes? o Cognitive dissonance – difficult to use on large scale, not the most efficient way to change attitudes Change our behavior Change in behavior can elicit change in attitudes via self- perception processes Change our attitudes Behavior contrary to self-concept and insufficient justification = attitude change o Peg-turning study Difficult or unpleasant activity and insufficient justification = attitude change o Club initiations Choice and initial ambivalence = bolstering of choice/strengthened attitudes o Household appliances o Elaboration Likelihood Model (Elaboration – hwo much you tend to think about the argument) Exists along a continuum Elaboration likelihood determines the process by which attitude change occurs High elaboration uses more controlled thinking When elaboration is high we take the “central route” (Controlled thinking) We scrutinize the persuasive message We generate positive or negative cognitive response to the message
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When do we change our attitudes - When do we change our...

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