PSY 240 Lecture Notes - Lecture 4: Affect Theory
8 Dec 2016
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Q: how do attitudes change or how can they be influenced. Friends, family, communities, celebrities, teachers, books, social institutions, clubs, churches all influence you in certain ways. Behavior not a good indicator of way people feel. Theories of attitude change: learning the message: theory that if you learn the message, your attitude towards the subject of the message will change. Recall of advertisement doesn"t mean you"re more likely to buy the brand. Remembering details does not affect attitude: transfer of affect theory: transfer how you feel about one subject to another and may cause you to change your attitude towards the other subject based on what is associated with it. Automobiles associated w/ beautiful images (i. e. beautiful women, successful businessmen) > positive images become associated with the product being sold. Strong relation and does change attitude: desire for consistency: when we"re inconsistent we"re uncomfortable.
