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Chapter 7: Attitudes and Attitude Change: Influencing Thoughts and…
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Yale Attitude Change approach
The study of the conditions under which people are most likely to change their attitudes in response to persuasive messages, focusing on the source of the communication, the nature of the communication, and the nature of the audience
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attitudes: evaluations of people, objects, or ideas
affectively based attitude: when an attitude rooted more in emotions and values than on an objective appraisal of pluses and minuses
cognitively based attitude: when an evaluation is based primarily on beliefs about the properties of an attitude object
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Attitude accessibility: refers to the strength of the association between an object and an evaluation of it, which is typically measured by the speed with which people can report how they feel about the object or issue
theory of planned behavior
The idea that people’s intentions are the best predictors of their deliberate behaviors, which are determined by their attitudes toward specific behaviors, subjective norms, and perceived behavioral control
people’s intentions are influenced by the ease with which they believe they can perform the behavior—perceived behavioral control.
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elaboration likelihood model
A model explaining two ways in which persuasive communications can cause attitude change: centrally, when people are motivated and have the ability to pay attention to the arguments in the communication, and peripherally, when people do not pay attention to the arguments but are instead swayed by surface characteristics
central route to persuasion
The case in which people have both the ability and the motivation to elaborate on a persuasive communication, listening carefully to and thinking about the arguments presented
peripheral route to persuasion
The case in which people do not elaborate on the arguments in a persuasive communication but are instead swayed by more superficial cues
fear-arousing communication
Persuasive message that attempts to change people’s attitudes by arousing their fears
If a moderate amount of fear is created and people believe that listening to the message will teach them how to reduce this fear, then they are more likely to be motivated to analyze the message carefully and their attitudes via the central route
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reactance theory
The idea that when people feel their freedom to perform a certain behavior is threatened, an unpleasant state of resistance is aroused, which they can reduce by performing the prohibited behavior
Being alert to product placement: Several studies have found that alerting people about an upcoming attempt to change their attitudes makes them less susceptible to that attempt. When people are forewarned, they analyze what they see and hear more carefully and as a result are likely to avoid attitude change
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heuristic–systematic model of persuasion
An explanation of the two ways in which persuasive communications can cause attitude change: either systematically processing the merits of the arguments or using mental shortcuts or heuristics
anything you can do to increase audience members’ confidence in their thoughts about your message will make that message more effective- ex making them smile before hearing about something or having them in a comfy chair
there are notable differences across societies in the kinds of attitudes people have toward consumer products
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