PSYC 221 Lecture Notes - Lecture 7: Attitude Change, Rationality, Elaboration Likelihood Model
17 Nov 2017
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Attitude- an evaluation of an object, parts of schemas (oreo is delicious) Persuasion- the attempt to change someone"s attitude, done through advertisements. Persuasive communication- communication advocating one side of an issue. Worked on mass communication for the us army in wwii. They looked at the rational, deliberative process involved in attitude change. Who?- who is telling you the message. Source characteristics: independent of the actual content of the message (hitler promoting hate). Attractiveness, distraction, expertise, trustworthiness, etc. all have an effect. Sleep effect: a message can come from an unreliable source and have little influence, but as long as it"s remembered, can influence an attitude change later on. Message characteristics: desirable yet novel consequences of taking action in response to the message. Explicit conclusions (tell it to them straight) or implicit arguments that will allow a knowledgeable audience to reach its own concussion. Vivid information, emotionally reach rather than statistical facts.
