01:830:321 Lecture Notes - Lecture 19: Deindividuation, Peer Pressure, Ideogram
21 Jun 2016
School
Department
Course
Professor
Document Summary
Three conceptually distinct but functionally overlapping sources of attitudes: affect based (explicit/implicit attitudes, classical conditioning, operant conditioning, cognitive based (explicit attitudes) Logical inference: behavior based (explicit/implicit attitudes, dissonance, self-perception, behavior based approach to persuasion. Change attitude by behaving contrary to existing attitude such that the behavior appears to be voluntary and the behavior cannot be retracted (dissonance) Depends on audience"s investment: behavior inducements e. g. , coupons, rebates, mere exposure (familiarity) attraction, conditioning/association: product placement draw out e. t. E. t. the extra-terrestrial: elliot left a trail of reese"s pieces to o. Ina 1996 james bond movie, agent 007 abandoned his usual aston martin and drove a bmw z3 roadster: following release of film, million in advance sales for the car (york, 2001) Product needs: to be recognized, to have positive association. Info rich ads more common when audience is known to be interested in the message.
