Psychology 3723F/G Chapter Notes - Chapter 5: Attitude Change, Cognitive Model, Psych
Message changes attitude by giving incentive for attitude change. For message to impact attitude/evaluation, need too : attention to message, comprehend message, yielding (acceptance of message) attitude change, retention (remember message and our attitude) Study: individuals evaluated articles from sources who are believable and trustworthy more favorably than articles from low-credibility sources across several topics. Study: message advocating frequent tooth-brushing was more effective than of it gorily depicted severe effects. Info-processing paradigm mcguire: presentation, attention, comprehension, yielding attitude change, retention attitude maintenance, behavior behavior change. Low chance of completing all stages low chances of success for persuasive messages: due to ads competing for attention. Variables can have different effects on different stages during message processing one probability can be high while other one is low. Compensation principle: opposing effects at different stages should produce curvilinear (u-shaped) effects on persuasion: high self-esteem less persuaded, higher attention, higher comprehension, but less driven to yield, low self-esteem more persuaded.