Psychology 3740F/G Lecture Notes - Lecture 6: Psych

• School: Western University
• Department: Psychology
• Course: Psychology 3740F/G
• Professor: Morrison

Document Summary

Attitudes towards many objects can be shaped by beliefs. Yale communication research program: evolved into yale model of persuasion, messages could change people"s attitudes if there is an incentive for attitude change. Importance of who says what in which channel to whom with what effect": boiled down to source (who), content (what), and audience (whom) Yale model research: believable and trustworthy sources affected evaluations of a message, moderate fear based messages superior to elicited a little or a lot of fear. Interpretation of the message cues the recall of relevant prior knowledge to memory. What are people"s message relevant thoughts: greenwald: Influences by prior beliefs: more favourable cognitive responses associated with more agreement with the message presented, manipulating thoughts pre message affects post message response and agreement. If new attitudes reflect more acceptance of the message position than existing before, yielding has occurred: the impact is on the beliefs not targeted by the message.