Psychology 3723F/G Lecture Notes - Lecture 6: Natural Experiment, Unification Church, Symbionese Liberation Army
16 Dec 2016
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Cognitive approaches to attitudes & advertising february 22, 2016. Dominant perspective in attitudes literature has been a cognitive approach. Rests on assumption that our evaluations of targets depend on our beliefs about them. Example of cognitive perspective on attitude formation comes from prior lecture: theory of reasoned action. Attitude represents summary of an individual"s beliefs about the target. Cognitive approach has been especially dominant in area of persuasion (attitude change) via persuasive messages ie. newspaper editorial, public health messages, face-to-face persuasion. 3 programs of research on cognitive factors in persuasion have been most influential: yale model of persuasion. 1950"s and 60"s led by carl hovland. Conducted most systemic analysis of factors affecting persuasion ever done. Focused on how people process and retain persuasive messages, identified variables that influence success of influence attempt, identified stages that must occur in order for persuasion to be successful.
