Psychology 2990A/B Lecture : Psych 2990 March 19.doc

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Avg, person in na is exposed to over 1500 persuasive attemts in a single day! In canada , 10 billion per year in states billion (mcdonalds: definition attitude: an evaluation response toward an object or issue (expresses favor or disfavor) three types of evaluative responses: >behavioral (approach/ avoid; buy/not buy; ex. spider , if u want to study them, then u have fav attitude toward them) > cognitive (evaluate beliefs- i believe) the most attention. Part1: the msg learning approach (hovland and the yale group) In order to influence, the person has to learn! Four sequential stages of messages learning: attention to msg a. B. retention (store msg&attitude in memory). attitude change (msg learning) is not easy! ex. persvave ppl to buy our product or check their blood every month. e. g. if we are 80% succesful with 10 ppl: 80 will attend to msg but we lost 20 ppl. Only 33 ppl will act on their new attitude (41*. 8)

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