CMN 112 Chapter 4: CMN 112 ch 4 textbook notes
Document Summary
Power of passion: theory & research on strong attitudes. Caused by happenings that attract our attention. More likely to: persist through time, affect judgments, guide behavior. Important: ego-involvement, extremity, certainty, accessibility, knowledge, hierarchical organization. People evaluate issues according to their stance on the topic. People compare the position with their own attitude, then see if they can accept the position conveyed through the message. Core concepts: latitudes [of acceptance, rejection, and noncommitment] continuum of evaluations . Acceptance: all positions that are found to be acceptable. Non-commitment: positions where individual chooses to be noncommittal: assimilation/contrast. Based on perceptions, distortions from supposed phenomena. Assimilation: pulls messages towards own attitude, likening it to their own more than it is. Contrast: messages are pushed farther from attitude, thinking its more different than it is. But also strengthens us in a way that we won"t want to look at subjects from other points of view: ego-involvement.
