Psychology 3723F/G Lecture Notes - Classical Conditioning, Hard Sell, Richard Petty

• School: Western University
• Department: Psychology
• Course: Psychology 3723F/G
• Professor: Olson James

Document Summary

Cognitive approaches to attitudes: advertising, chapter 5: established at yale university in the 50s/60s, audience self-esteem, intelligence, gender. Rests on assumption that our evaluations of targets depend on our beliefs about them cognitive information. Example of cognitive perspective on formation comes from prior lec. on attitude-behaviour consistency: theory of reasoned action, fishbein & ajzen, 1975. Attitude represents a summary of an individual"s beliefs about the target. Especially dominant in area of persuasion (attitude change) via persuasive messages: newspaper editorials, public health messages, face to face persuasion, ads. Three programs of research on cognitive factors in persuasion have been most influential: yale model of persuasion, cognitive response theory, elaboration likelihood model (current) Tale communication research program: led by carl hovland, other researchers included: irving janis, muzafer. Key elements in persuasive setting: source of message, message itself, channel in which message is delivered, audience/target of message.