PSYC 308 Lecture Notes - Lecture 17: Elaboration Likelihood Model, Cognitive Dissonance, Mass Media
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Lecture 17: psyc 308a- attitudes and attitude change. Class announcement: alicia extra office hours for exam viewing: In conceptual complexity the trait construct refers to one"s general underlying psychological tendency across various situations. In integrate complexity the state construct refers to one"s situation-specific psychological tendency. The same coding scheme for both conceptual complexity and integrative complexity. Measured by coding general, abstract statements ( e. g. paragraph completion test) For example: when someone disagrees with me, . Measured by coding information trove about specific event or incident. For example: tell me what you think about ____, . Persuasion of other people depends on who said what through what medium to whom. Communication ( e. g. , a speech or television advertisement) advocating a particular side of an issue. Yale attitude change approach ( source, message, channel, audience) Credible speakers persuade more than speakers lacking in credibility. Attractive speakers (whether because of physical or personality attributes) persuade more than attractive speakers do.
