attitudes and persuassion

Attitude

A learned evaluation of a person, object, or idea (positive or negative).

Components of attitude

Cognitive (beliefs), affective (emotions), and behavioral (actions).

Explicit attitudes

Attitudes we consciously endorse and can easily report.

Implicit attitudes

Involuntary, uncontrollable, and sometimes unconscious attitudes.

Cognitive dissonance and attitude change

Dissonance can lead to attitude change when behavior conflicts with beliefs.

Persuasion

A process of changing someone’s attitudes or behaviors through communication.

Elaboration Likelihood Model (ELM)

Explains two routes of persuasion: central and peripheral.

Central route persuasion

Focuses on logic and evidence; works when audience is motivated and attentive.

Peripheral route persuasion

Focuses on superficial cues (e.g., attractiveness, slogans) when audience is unmotivated.

Fear appeals

Persuasive messages that use fear to motivate behavior change.

When fear appeals work best

When moderate fear is used and a clear solution is provided.

Source credibility

How trustworthy and expert the communicator appears.

Message framing

Presenting information as gains or losses to influence decision

Attitude inoculation

Exposing people to weak arguments to build resistance against stronger persuasion.

Example of attitude inoculation

Learning mild counterarguments against smoking makes teens more resistant to pro

Cognitive based attitude

Based on beliefs and thoughts about an object.

Affectively based attitude

Based on emotions and values rather than logic.

Behaviorally based attitude

Based on observing how one acts toward an object.

Persuasive communication

A message advocating a particular side of an issue.

Reactance theory

People do the opposite when they feel their freedom is threatened.

Example of reactance

Ignoring a “Do Not Touch” sign because it feels controlling.

Social norms and persuasion

We are influenced by what we think others approve or do.