Ch 5: Attitudes and Persuasion
About This Chapter
Attitudes and Persuasion - Chapter Summary and Learning Objectives
The attitude a person projects is not just a product of their personality. In fact, social psychology points out that persuasion, emotions and other factors can affect a person's attitude. Think about it. Have you ever had a bad day where you felt incredibly grumpy? What influenced your bad behavior? Did you just wake up grumpy? Chances are you didn't wake up feeling that way. More likely, you experienced or were exposed to things throughout your day that altered your mood until you were completely and utterly grumpy. This touches a little on what you will learn in this chapter. Some of the more specific things that you will learn include:
- The ABC model of attitudes
- The difference between implicit and explicit attitudes
- Central and peripheral routes
- The influence of emotions on attitude
- Types of persuasion techniques
- The use of subliminal messages
| Video | Objective |
|---|---|
| The ABC Model of Attitudes: Affect, Behavior & Cognition | Explore this model by looking at related examples. |
| Implicit vs. Explicit Attitudes: Definition, Examples & Pros/Cons | Examine the definition and pros and cons of each type of attitude. |
| Elaboration Likelihood Model of Persuasion: Central vs. Peripheral Route | Discover the distinction between the central route and the peripheral route and why people take one over the other. |
| How Emotion Influences Attitudes and Persuasion | Research the influence of emotions on attitudes and persuasion. |
| Types of Persuasion Techniques: How to Influence People | Learn about techniques like low-balling, foot-in-the-door, door-in-the-face and scarcity. |
| Subliminal Messages: Definition, Examples & Validity | Study if subliminal messages are valid ways to influence people's thoughts and behaviors. |
| Attitude Inoculation: Definition, Explanation & Examples | Analyze how attitude inoculation can prevent attitude changes in spite of persuasion efforts. |
| Theory of Planned Behavior: Definition, Examples & Usefulness | Find out about the usefulness of predicting actual behavior as opposed to simple attitudes. |
1. The ABC Model of Attitudes: Affect, Behavior & Cognition
Affect, behavior, and cognition are the three components of the ABC model of attitudes. Discover how the three differ from each other and how these individual components are developed.
2. Implicit vs. Explicit Attitudes: Definition, Examples & Pros/Cons
Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. Learn the definition, examples, advantages, and disadvantages of both levels, and discover how to measure each of the two kinds of attitudes.
3. Elaboration Likelihood Model of Persuasion: Central vs. Peripheral Route
The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. Learn about the elaboration likelihood model of persuasion, attitude change, the routes to persuasion (central & peripheral), and how to choose the correct route of persuasion for maximum effect.
4. How Emotion Influences Attitudes and Persuasion
Politicians and advertisers use emotion to influence the attitude and persuasion of others by invoking fear and creating mental shortcuts. Discover how emotions persuade attitude change, emotions as heuristics, and fear appeals.
5. Types of Persuasion Techniques: How to Influence People
Persuasion techniques are used to convince people to change their initial views or attitudes. Learn about the four most common types of persuasion techniques such as low-balling, foot-in-the-door, door-in-the-face, and scarcity and reactance theory.
6. Subliminal Messages: Definition, Examples & Validity
Subliminal messages are concealed images or words that target unconscious thought and have the potential to impact behaviors and attitudes. Learn about subliminal messages through examples & definitions, the validity of real-world evidence vs. laboratory evidence, and the impact of subliminal messages on behavior.
7. Attitude Inoculation: Definition, Explanation & Examples
Attitude inoculation is a technique used to make people 'immune' to attempts to change their attitude by first exposing them to small arguments against their position. Discover social psychologist William McGuire's experiments that helped develop the theory of attitude inoculation and the technique's effects.
8. Theory of Planned Behavior: Definition, Examples & Usefulness
A person's attitude, their perceived control of how they choose to act, and the norms of society can predict their intentions, which can then be used to predict their behavior. Discover the definition, examples, and usefulness of the theory of planned behavior.
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Other Chapters
Other chapters within the Psychology 104: Social Psychology course