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Chapters 1-6 - Chapter1: 1. 2. 3.

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Chapter 1: The Concept of Persuasion Characteristics of Persuasion 1. Persuasion is a type of communication using a shared symbol system 2. Requires intent- focuses on messages that are intended to persuade the receiver 3. Doesn’t have to be successful- we may chose not to buy a product after seeing ad  advertisement 4. Involves two or more persons- must have a sent and a receiver 5. Intended to shape, reinforce, or change the responses of the receiver - Behavior is the ultimate target of persuasion attempts Persuasion : involves symbolic communication between two or more persons with intent to change,  reinforce, or shape attitudes, beliefs and behaviors of the receiver Coercion : social influence that involves force or threat of force Free choice ---------------------------------------- Forced choice   Why study Persuasion? More successful persuaders Better consumers of information Better understand what is happening around us Propaganda : a type of persuasion that involves mass audience with a purpose of achieving the goals of  the persuader- involves emotional appeals, concealment of purpose, and lock of sounds support 
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Chapter 2: Attitudes: Definition, Formation and Measurement Attitude Part of the desired outcome Attitudes influence behaviors Attitude : a learned predisposition to respond in a consistently favorable or unfavorable manner with  respect to a given object Characteristics of Attitudes Affect- involves likes and dislikes as an affective or evaluative response Tied to an object- an item, event, person, concept or idea Consistent- do not move easily in either direction  Stimulus response consistency The expectation that people will have the same response to the same stimulus over time Response-response consistency Expectation that responses to stimuli will be similar over time (steamed broccoli, and raw broccoli) Evaluative consistency  Affective tone of the attitude (making a bad face to broccoli and refusing to eat it another time) Predisposition to behavior Attitudes influence behavior Learned- not born with attitudes  CLASSICAL CONDITIONING Explain how people learn behavior- (dog salivates to the bell)
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Chapter 2: Attitudes: Definition, Formation and Measurement Classical Conditioning : based on the concept of pairing, two stimulus must occur together to be paired  Unconditioned stimulus/ unconditioned response Food/ salivating Conditioned stimulus/ conditioned response Bell/ salivating   OPERANT CONDITIONING Operant Conditioning : proposed as an explanation for how people learned behavior but was then  applied to attitude formation Says that learning occurs as a result of reinforcement and punishment
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