Psychology of Attitudes and Persuasion: Key Concepts and Effects

Attitude

A positive or negative evaluation of an object, person, or idea

Components of an Attitude

Cognitive, affective, and behavioral information

Cognitive Information

Beliefs and thoughts about an attitude object

Affective Information

Feelings or emotions toward an attitude object

Behavioral Information

Actions or intentions toward an attitude object

Sources of Attitudes

Attitudes are formed from cognitive, affective, and behavioral information

Explicit Attitudes

Consciously held, reportable attitudes

Formation of Explicit Attitudes

Formed through rules, logic, and deliberate thinking

Effects of Explicit Attitudes

Influence deliberate judgments and stated opinions

Implicit Attitudes

Automatic, nonconscious attitudes

Formation of Implicit Attitudes

Formed through associative networks

Effects of Implicit Attitudes

Influence spontaneous behavior and quick judgments

Attitude Accessibility

How easily an attitude comes to mind

Persuasion

The process of changing attitudes through communication

Factors in Persuasion

Source, message, medium, and target

Source in Persuasion

The person or group delivering the persuasive message

Source Variables

Characteristics of who delivers the message

Source Credibility

Based on expertise and trustworthiness

Source Attractiveness

Likability and physical appeal of the source

Message in Persuasion

The content of the persuasive communication

Framing Effects

How information is presented influences persuasion

Fear Appeals

Messages that emphasize negative consequences to persuade

Humor Appeals

Using humor to increase liking and attention to the message

Medium (Channel)

How the persuasive message is communicated

Rapid Speech

Suggests credibility and works best when the target initially opposes the message

Powerful Speech

Clear, confident, and fluent communication that increases persuasion

Target in Persuasion

The person or group being persuaded

Target Involvement

Level of personal relevance of the message to the target