COMM 1225 Lecture Notes - Lecture 10: Neuroticism, Market Segmentation, Unintended Pregnancy
28 Feb 2017
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Most media effects covered to date were not necessarily intentional. Modification of behavior based on attitude change effects of messages. Businesses (advertising and marketing) trying to convince consumers and develop market techniques. Attitude predisposition to evaluate others/objects/issues favorably or unfavorably. The all important mediator standing between acquisition of new persuasive information and subsequent behavior change. C. d= conflict between 2 or more beliefs/values/behavior. Inconsistent/ conflicting beliefs and behaviors lead to feelings of discomfort, which people strive to avoid. Ex. being super christian and believe in virginity until marriage and then you face a situation in which your partner believes in sex before marriage. Options for reducing cognitive dissonance: focus on more supportive beliefs that outweigh the dissonant belief or behavior (counter argue) stand your ground, ex. We can explain persuasive effects by first identifying inputs and outputs. * mcguire assumed that all the dependent variables were sequential (information exposure leads to attention which leads to comprehension and so on)
