COM 31800 Lecture Notes - Lecture 4: Elaboration Likelihood Model, Cognitive Dissonance, Likert Scale
21 Jan 2019
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Document Summary
What did we cover in chapter 2: models of persuasion, elaboration likelihood model, central processing, peripheral processing, heuristic systematic model of persuasion, systematic processing, heuristic processing, unimodel. How do we know what are attitudes are: why attitudes matter, theory of reasoned action (another theory you can use in your final project, attitudes are persistent, consistency, cognitive dissonance theory. Attitudes: attitudes are central to the study of persuasion, attitudes are important because they help to predict, explain, and modify behavior. How can we measure attitudes: explicit measures, self-report scales, likert scales, semantic differential scales, visually oriented scales. Implicit association test: judging by appearances, associations, behavior, physiological measures. Measuring attitudes: semantic differential scale, bipolar adjectives (opposites) are created, a person"s attitude is the average of all the ratings provided, scored -3 to +3 or 1 to 7. Visually oriented scales: designed to help participants conceptualize their attitudes, they can see where their attitude fall along the scale.
