Psychology 2070A/B Lecture Notes - Lecture 14: Carl Hovland, Attitude Change, Cognitive Load

• School: Western University
• Department: Psychology
• Course: Psychology 2070A/B
• Professor: Irene Cheung

Document Summary

If you can change an attitude, it may lead to change the behaviour. There are many ways to approach persuasive communication. Carl hovland et al- yale attitude change approach. Credible, trustworthy, attractive and likeable people are more persuasive. Method: participants ransomly assigned to 1 of 2 speakers. Result: more in uenced by credible speaker than by non credible speaker. In general, it is best to present a two sided argument if you are able to refute your counter argument. Primacy effect more likely with back to back speeches and break before decisions. In general, people want to have correct attitudes and beliefs. People have to selectively pay more attention to some things than others. Wanting to be right vs ef cient central route: persuasion occurs when interested people focus on the argument and respond with favorable thoughts. People carefully scrutinize the information contained in the message. Ability/capability- can pay attention to arguments; need for cognition.