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3CB3 Attitude Change- The Yale Program.docx

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Department
Psychology
Course
PSYCH 3CB3
Professor
Richard B Day
Semester
Winter

Description
Attitude Change: The Yale Program 01/31/2014 Day 1­ January 31  t Carl I. Hovland: influential psychologist; published much, but difficult to replicate. Little evidence for role  of reinforcement in attitudes.  Took behavioristic approach, studied reinforcement in attitudes. Source▯ Message (positive attitude towards the message) The source may not actually have this opinion (are being paid to support this product or promote an idea).  Belief that people say what they mean and mean what they say Audience▯ Message (?) The Message typically contains persuasive arguments about why someone should believe the idea.  Positive reaction­> persuaded by the source Audience▯ Source (?) Central route to persuasion­> facts and content of the message Peripheral route to persuasion­> attributes of the source  Channel­> newspapers, magazines, radio, television, mobile devices, internet (facebook), face­to­face  (bathrooms, grocery stores).  Bases of Source Influence Not relevant to attitude change: Outcome control­> ability to deliver rewards and punishments Employers solicit campaign contributions from employees.  Instructors influence essay positions­> higher marks assigned to papers or essays that supports the beliefs  of the instructor.  Coercion­> use of threat of force (false confessions) Stockholm Syndrome? ▯ cases where individuals have been kidnapped but come to adopt the beliefs of  their captures to prevent further injury by the captures (e.g Patty Hurst).  Legitimate authority Government or employer makes demands that must be met­> many of these lead to attitude change.  Relevant to attitude change:  Expertise: Individual recognized to have experience or knowledge in an area of field.  Physicians, scientists, lawyers, etc.  Information:  Useful info from whatever source Referent power:  Admired individuals, those we identify with Sports, Entertainment figures, Celebrities, parents, political, religious figures, friends, etc.  Credibility:  Amalgam of expertise, referent power, status, etc.  At least two of these “Sleeper Effect”  Presented individuals with a list of re
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