PSY 240 Lecture Notes - Lecture 32: Psy, Richard Petty, Attitude Change
10 Dec 2020
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On a day-to-day basis, we are all involved in the process of changing attitudes. Attitude change is sought whenever parents socialize their children, scientists advance theories, religious groups seek converts, financial analysts recommend stocks, or trial lawyers argue cases to a jury. Some are soft and subtle; others are hard and blatant. Some serve the public interest, whereas others serve personal interests. Persuasion: the process where attitudes are changed. Not evil, we do it all the time: television provides a major outlet for commercial persuasion. If you wanted to change someone"s attitude on an issue, you"d probably try by making a persuasive communication. Appeals made in person and through the mass media rely on the spoken word, the written word, and the image that is worth a thousand words persuasion. In the political brain, drew westen (2007) presents a wealth of research evidence indicating that in the marketplace of politics, emotions trump reason.
