CMN2160 Lecture Notes - Lecture 3: Essentialism, Social Judgment Theory, Elaboration Likelihood Model
25 Jan 2018
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Document Summary
Psychological theories of persuasion tend to concentrate on what motivates the individual. Psychologists examine how people form beliefs, attitudes, and values, and then how these beliefs, attitudes, and values are triggered by persuasive messages. These theories investigate the basic needs said to drive the behaviour of human beings. The most famous of these theories is the hierarchy of needs, developed by maslow in the. 1950s: notion that humans are motivated to act according to a ranking of needs, the most basic of which being physical needs of food, water, sleep and sex. After fulfilling these needs, humans are motivated to feel safe, to belong, to desire respect and self-esteem, to acquire values and knowledge, and finally, to fulfill the need for beauty. Learning theories examine how we learn to respond. We regularly transfer attitudes of loathing and love, trust and distrust, to symbols we feel reliably represent something else.
