A learned predisposition to respond favorably or unfavorable toward
some attitude object (Fishbein & Ajzen)
A psychological tendency that is expressed by evaluating a
particular entity with some degree of favor or di
Criteria for defining Persuasion: (There is no answer its a thought
-Intentionality [Is persuading on purpose?]
-Change or Effects
- Choice/ Free Will [Are people persuading by choice]
-Symbolic Actions (Nonverbals and verb
What Affects Ability to Process Message?
-Distraction: visual, having a bad day, noises, thoughts would take
-Message Repetition: would enhance the message
-Written vs. audio presentation: penny and cascioso believe the written
Do attitudes predict behavior?
-LaPiere: Chinese people. Only one of the establishments didnt
agree to serve the couple. Then, they sent out surveys about would
they serve chinese and none said they would. So attit
A public communication campaign designed
To persuade or motivate behavior change
In a well defined and relatively large target audience ie. College
Over a specific time period
By means of organized communic
What are they?
External Inducements that are designed to increase an
individuals drive to undertake some course of action.
Focus on receivers emotions
Psychological states representing an evaluative reaction to