SSEH2270 Quiz: SSEH2270_ Attitudinal inoculation
5 Dec 2020
School
Department
Course
Professor
Document Summary
= looking at people"s characteristics and adapt persuasive communication to suit those characteristics. = notion that we phrase messages with positive (approach orientation, gain/benefits) Attitudes are often fragile, short-lived, brittle when challenged. To prey on this feature of attitudes, social psychologists and marketers have been interested in persuasion processes. Resistance to persuasion is often seen as a problem. (tailoring, elm, etc -> to create messages for attitude change and perspective) Resistance hounds persuasion the way friction frustrates motion. To accomplish the latter, you have to expect, and preferably, manage the former . Healthy attitudes and behaviors are often in danger of slippage. = we want to create resistance in those attitudes so that will not change. Hence marketers increase resistance to those attitudes. Comparable potency in influencing attitudes and behavior. Two-sided messages were more effective at protecting new attitude against attack.
