Psychology 2070A/B Chapter Notes - Chapter 6: Elaboration Likelihood Model, Persuasion, Theory Of Planned Behavior

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Attitude an evaluation of a person, object or idea. Affectively based attitude an attitude based primarily on people"s emotions and feelings about the attitude object. Cognitively based attitude an attitude based primarily on a person"s beliefs about the properties of an attitude object. Behaviorally based attitude an attitude based primarily on observations of how one behaves toward an attitude object. Explicit attitudes attitudes that we consciously endorse and can easily report. Implicit attitudes attitudes that are involuntary, uncontrollable, and at times unconscious. Theory of planned behaviour a theory that the best predictors of a person"s planned, deliberate behaviors are the person"s attitudes toward specific behaviors, subjective norms and perceived behavioral control. Persuasive communication communication (e. g. a speech or television advertisement) advocating a particular side of an issue. Experts are always right (known as heuristic processing) Fear-arousing communication a persuasive message that attempts to change people"s attitudes by arousing their fears.

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