How to Be a Puppet Master. Persuasion. Effort to change attitudes through various kinds of messages. Social Influence. Attempts to change behavior (and maybe attitudes) . X. Outcomes of Influence Attempts. Commitment. Compliance. Resistance. Attitudes. Chapters 7 and 8.
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Effort to change attitudes through various kinds of messages
Attempts to change behavior (and maybe attitudes)
Chapters 7 and 8
Attitudes are important because they:
Attitude - evaluation of an object in a positive or negative fashion that includes the 3 elements of affect, cognitions, and behavior
1. The 3 Components of Attitudes
affect, cognition, and behavior
2. Measuring Attitudes
likert scale - used to assess people’s attitudes that includes a set of possible answers and that has anchors on each extreme
Affect: “Guns make me sick!”
Behavior: “I vote for gun control
Cognition: “Guns in the house
increase the likelihood of children
accidentally shooting themselves.”
1. The Utilitarian Function of Attitudes
serves to alert us to rewarding objects and situations we should approach, and costly or punishing objects or situations we should avoid
2. The Ego-Defensive Function of Attitudes
enables us to maintain cherished beliefs about ourselves by protecting us from awareness of our negative attributes and impulses or from facts that contradict our cherished beliefs
Terror Management Theory - says that to ward off the anxiety we feel when contemplating our own demise, we cling to cultural worldviews and conventional values out of a belief that by doing so, part of us will survive death
3. The Value-Expressive Function of Attitudes
4. The Knowledge Function of Attitudes
Would you serve Chinese people?