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Lecture 6

Lecture 6 - Attitudes and Persuasion - October 28.docx

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Department
Psychology
Course
PSY220H1
Professor
Ashley Waggoner Denton
Semester
Fall

Description
October 28 2013 Lecture 6AttitudesPersuasion Why are some attitudes so resistant to persuasionWhat is an attitudeAttitudes have two key dimensions o Direction or valenceNegative or positive o IntensityMagnitude Think about your attitude toward the following objectsSometimes our attitudes toward objects can be both positive and negative o Known as ambivalent attitudesNOT the same as having a neutral attitude o Example chocolate cakeIts tasty and you love how tasty it isIts also unhealthymay make you gain weightHow do attitudes form o Classical ConditioningMere exposureEvaluative conditioning can influence the formation of new attitudes as well as existing attitudesEg Pokemon characters Black and White faces Olzon and Fazio 2001 o Participants see hundreds of pairings of photographs o Certain Pokemon characters are consistently paired with negative or positive objects o How much do you like Camrupt How much do you like Pachirisu o Also preferred positivelypaired characters over negativelypaied characters as measured on an implicit association test IAT o Got same results with pictures of white young men vs black young menEg advertising pairing good things with products o This is a process that has been long exploited by advertisers beautiful women babies smiles etc have been paired with products o Operant conditioningRewards and punishments o Observational learning modeling
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