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Psychological study of Attitude

Viviana Morgan

on 16 May 2011

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Transcript of Attitude

Attitude- positive, negative, or mixed reaction to a person place or an idea. Measured using the Likert Scale, a multiple-item questionnaire designed to measure a person's attitude toward some object. self-report measures are direct and
stright forward, just ask Bogus pipeline may be used to get respondents to answer questions honestly. Covert measures, include nonverbal behavior, the facial electromygraph brain-wave patterns. Attitude doesn't necessarily correlate with behavior, but sometimes there is under certain conditions. Attitudes predict behavior best when they're specific rather than general, and strong rather than weak What is an attitude, how can it be measured, and what is its link to behavior? Persuasive Communications- when people think critically about a message, they take the central route to persuasion and are influenced by the strength of the arguments When people don't think carefully about a message, they take the peripheral route to persuasion and are influenced by peripheral cues. The route taken depends on whether people have the ability and motivation to fully process the communications. Peripheral route- process by which a person does not think carefully about a communication and is influenced instead by superficial cues Central route- thinks carefully about a communication and is influenced by the strength of its arguments What kinds of persuasive communications lead people to change their attitudes? Attitude changes- message is credible, likeable (attractive/similar). Why do we often change our attitudes as a result of our own actions? Sleep effect- people forget the source but remember the message High fear messages motivate attitude changes when they contain strong arguments and instructions on how to avoid the threatened danger. Positive emotion- people are easier to persuade when they're in a good mood. Research shows that subliminal messages don't produce meaningful or lasting change in attitudes. A

E "Our attitudes control our lives. Attitudes are a secret power working twenty-four hours a day, for good or bad. It is a paramount importance that we know how to harness and control this great force."
--- Irving Berlin Biliography:
Bruhm, Sharon S., Saul Kassin, and Steven Fein. Social Psychology Sixth Edition, Boston: Houghton Miffin. 2005. Print.
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