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Psychology 2990A/B Lecture Notes - Miller Lite, Master Sergeant, Social Loafing

4 pages52 viewsWinter 2012

Course Code
Psychology 2990A/B
Doug Hazlewood

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Attitudechange is a big bussiness:
1. Avg, person in NA is exposed to over 1500 persuasive attemts in a single day!
- about half come from ads
-In canada , 10 billion per year
-in States $1 billion (mcDonalds
2. Definition attitude: an evaluation response toward an object or issue (expresses favor
or disfavor)
-three types of evaluative responses:
>Behavioral (approach/ avoid; buy/not buy; ex. spider , if u want to study them, then u
have fav attitude toward them)
> Affective (emotions- love, hate, like)
> Cognitive (evaluate beliefs- I believe) the most attention
Q: how can we change ppl’s attitude
Part1: The msg learning approach (Hovland and the Yale Group)
How can we convience that the animal is wrong?
In order to influence, the person has to learn!
a. Four sequential stages of messages learning:
1. attention to msg
2. Comprehension (understand what’s said)
3. yielding (accept conclusion of msg)
---attitude change; the most critical stage
4. retention (store msg&attitude in memory).
B. attitude change (msg learning) is not easy!
ex. persvave ppl to buy our product or check their blood every month.
e.g. if we are 80% succesful with 10 ppl:
-80 will attend to msg but we lost 20 ppl
-64 will comprehend the msg (80*.8)
-51 will yeild to conclusion (64*.8)
-41 will remember new attitude (51*.8)
-only 33 ppl will act on their new attitude (41*.8)
-- not bad if target large numbers of ppl
---- The Miller Lite beer commercials (tastes great, less filling) (usually every commmer-
cial has two sport stars) ( usually addresses to guys who like to wotch sport games and
drink beer.
C. Factors that influence message learning
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