COMM 1302 Chapter 6: Comm Ch 6
23 Feb 2016
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Document Summary
Incentive theory- emphasizes motivational value of the counter-attitudinal message content: self perception theory- assumes the basis for attitude change and then follows. Broad types of influences: suggestion (simple messages), conformity (group pressure), and persuasion (complex argument: confounding principle- states that mediating variables will cluster in diff ways. Interaction principle- states that mediating variables interact w/ source and. Message : attitude change- reflection of advocate"s desire to maintain a public image of consistency for the benefit of others, latitude in attitude- individuals have acceptance, rejection, non-commitment, ego involvement- degree 2 which one"s attitude affects self-concept. Salience and intensity: contrast assimilation factor- person judges a messages in order to be closer or farther from his own point view than it actually is. Primary reasons for self-persuasion are for the development and learning of new. Individual holds onto good arguments and suppresses bad arguments. An indi"s attitude system can be affected by info that is received and integrated into the.
