PSYCH 101 Lecture Notes - Lecture 13: Classical Conditioning, Stereotype, Psych
Document Summary
The peripheral route occurs when a person responds to cues that aren"t directly related to the argument being presented. Instead of focusing the quality of the argument, someone might focus on qualities of the speaker or his/her emotional response. Learning theory can help explain a wide range of phenomena, including attitude change. The emotional component of an attitude, like other emotional responses, can be created through classical conditioning. Advertisers routinely try to take advantage of classical conditioning by pairing their products with stimuli that elicit pleasant emotional responses, such as extremely attractive models and highly likable spokepersons. They hope that this conditioning process with make their products conditioned stimuli that elicit positive emotional reactions. An uncomfortable state that occurs when behavior and attitudes do not match. A simpli ed set of traits that are associated with group membership. A preconceived opinion or attitude about an issue, person, or group.
