Attitude Change

Attitude Change - Wednesday Oct 27 2010 Outline V The Self...

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Unformatted text preview: Wednesday Oct. 27, 2010 - Outline V. The Self 1. Historic Perspective on the Self 2. The Self-Concept 3. How do we know ourselves? 4. Self-esteem 5. The motive for self-justification V. Attitudes VI. Attitude Change 1. Behavioral-based 2. Persuasion-based Attitude Change • We will discuss two main attitude change traditions: 1) Persuasion based attitude change techniques ∆attitude desired behavior 2) Behavioral based attitude change techniques ∆behavior ∆attitude desired behavior Behavioral-based attitude change • Two major theories fall under this approach to attitude change – Cognitive dissonance theory – Self-perception theory Persuasive Communications and Attitude Change Yale Attitude Change Approach The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on “who said what to whom”—the source of the communication, the nature of the communication, and the nature of the audience. Two Routes to Persuasion Elaboration Likelihood Model (Petty & Cacioppo) • Central Route – Focus: Quality of argument – Requires cognitive effort – Enduring attitude change – Systematic processing • Peripheral Route...
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Attitude Change - Wednesday Oct 27 2010 Outline V The Self...

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