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Persuasion and Attitude Change

The document discusses attitudes as evaluations and beliefs as convictions about the world, detailing the processes of attitude formation and change influenced by various factors. It covers dual-process models of persuasion, specifically the Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM), which differentiate between central and peripheral routes of processing information. Additionally, it addresses the implications of cognitive dissonance, social influence, measurement techniques, and ethical considerations in persuasion across different contexts.

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14 views3 pages

Persuasion and Attitude Change

The document discusses attitudes as evaluations and beliefs as convictions about the world, detailing the processes of attitude formation and change influenced by various factors. It covers dual-process models of persuasion, specifically the Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM), which differentiate between central and peripheral routes of processing information. Additionally, it addresses the implications of cognitive dissonance, social influence, measurement techniques, and ethical considerations in persuasion across different contexts.

Uploaded by

ahmadsohail20003
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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1.

Definition of attitudes and beliefs


2. Attitude formation and change processes
3. Dual-process models of persuasion (ELM and HSM)
4. Persuasive message factors (message content, source credibility,
emotional appeals, etc.)
5. Cognitive dissonance theory and its implications for attitude change
6. Social influence processes (conformity, compliance, and obedience)
7. Techniques for measuring attitudes and beliefs (surveys, interviews,
physiological measures)
8. Attitude-behavior consistency and the factors that influence it
9. Persuasion and influence in specific contexts (politics, advertising,
healthcare, etc.)
10. Ethical considerations in persuasion and influence

Attitudes are evaluations/judgment/assessment, feelings, and


reactions that people have toward an object or situation. Attitudes can
be positive, negative, or neutral, and they can vary in strength and
intensity.
Beliefs are thoughts, ideas, or convictions that people hold to be true
about the world, themselves, or others. Beliefs can be based on
personal experience, cultural norms, scientific evidence, or other
sources of information.
Attitude formation refers to the process of developing a new attitude
towards an object, person, or situation. This process involves acquiring
new information and experiences that influence how a person thinks
and feels about something.

Attitude change, on the other hand, refers to the process of altering an


existing attitude towards an object, person, or situation. This change
can occur through various means such as exposure to new information,
persuasion, or social influence.

The process of attitude formation and change can be influenced by a


range of factors, including personal experiences, social norms, cultural
values, and cognitive processes. It is a complex process that can be
difficult to predict and influence, but understanding the underlying
mechanisms (psychological processes that take place when a person
forms or changes their attitude) can be useful for those interested in
persuasion and social influence.
Dual-process models of persuasion (ELM and HSM)

elm
elaborate means effort to think
likely hood chance

central route deep processing of information


peripheral route superficial processing of information

central focus on substance (key, point, logic, source)


peripheral focus on form (clarity, vocabulary, setting)

factors: interest, motivation, importance, ability, other condition


example central route pc:
cost, specs, graphics card, ssd
peripheral:
color, size, sticker
it tells us where we go
it’s the persuasion theory
what persuasion do it change attitude
central root processing persuasion is permanent because it uses logics,
facts, information example law of gravity in school
peripheral route persuasion is short term/temporary for example
motivational video. ELM is useful when the persuader wants to focus on
the specific content of the message and create a lasting impact.

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