Psychology 2990A/B Lecture Notes - Lecture 7: Social Loafing, Elaboration Likelihood Model, Diegesis

• School: Western University
• Department: Psychology
• Course: Psychology 2990A/B
• Professor: Doug Hazelwood

Document Summary

Lecture 7 - the psychology of attitude change. Average person in north america is exposed to over 1500 persuasive attempts in a single day. In canada ~10 million billion per year is spent on advertising. In the us mcdonalds alone spends ~1 billion per year o. An evaluative response toward an object or issue: expresses favour or disfavour. Behavioural - approach or avoid, buy or do not by: affective - emotional responses like love, hate, like, etc. o. Formed the yale communication and attitude change program, or the yale group. According to the yale group message learning involved four sequential stages: attention - must notice the message, comprehension - understand the content of the message, yielding - accepting the conclusions of the message. This stage is critical when it comes to attitude change: retention - remember message and our attitude. Attitude change (or message learning) is not easy.