PSY320H1 Lecture Notes - Lecture 7: Extraversion And Introversion, Motherfucker, Conscientiousness
Document Summary
When a communicator tries to get others to change their attitudes or behaviour through transmission of a message, in an atmosphere of free choice: vs. coercion/begging. Types of attitude change: compliance: public yielding without private acceptance. Identification: yielding to influence in an attempt to emulate the communicator because he/she is liked or admired. Internalization: yielding to influence where the new attitude is intrinsically appealing. Iow, it is able to be congruent (cid:449)ith o(cid:374)e"s deeper views, values, principles. This is the truest form of attitude change, the furthest on the persuasion side of the spectrum. M(cid:272)guire"s pro(cid:272)essing stages: in order for a message to be persuasive, these 3 steps must be present: the audience must pay attention to the message, the audience must comprehend the message, the audience must yield to the message. High quality message = more likely to yielding to message. Persuadee intelligence has an ambivalent effect on persuasiveness.
