COMMUN 105 Lecture Notes - Lecture 1: Theory Of Reasoned Action, Inside Out Music, Classical Conditioning

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13 Dec 2021
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Attitude: lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Different attitude functions: utilitarian function: relates to basic principles of reward and punishment we develop some attitudes toward products simply because they provide pleasure or pain (e. g. Applies when person is in ambiguous situation or when he confronts a new product. Hierarchies of effects hierarchy of effects: explain the relative impact of the three components. Each hierarchy specifies that a fixed sequence of steps occur en route to an attitude. 1. high-involvement hierarchy : think feel - do. Motivated to seek out a lot of information, weigh alternatives come to a thoughtful decision: low-involvement hierarchy: think do feel. Independence hypothesis: affect and cognition are separate systems so that it"s not always necessary to have a cognition to elicit an emotional response. Several ways depending on hierarchy of effects that operates a result of 1. ) classical conditioning, 2. ) instrumental conditioning, 3. ) learning can result from a complex cognitive process.

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