COMM 2367H Lecture Notes - Lecture 6: Attitude Change
27 Jan 2017
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Document Summary
You never really look at anything with fresh eyes. Emphasizes that receivers do not evaluate a message purely on the merits of the arguments. People compare the advocated position with attitudes. Humans try to make sense of stimuli by comparing what they perceive to what they know. Attitudinal anchor- position on a particular issue that a person finds most acceptable. Our attitudes anchor influences how we evaluate persuasive messages. Acceptable- accepts: rejection- objects, noncommit- do not know, ambivalent. Non commital are the easiest to persuade, rejectors might be too hard. If you have strong views on a subject than you have a large latitude. Assimilation- pull messages in/ widen your acceptance toward their own attitudes based on where it is from. Contrast- individuals push away some messages because of where the message is from. Attitude change- the function of the discrepancy of the message from your preferred position. Message judged as fitting in a latitude of acceptance.
