PSY100H1 Chapter Notes - Chapter 5: Classical Conditioning, Balance Theory, Observational Learning
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PSY100H1 Full Course Notes
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Attitude: a lasting, general evaluation of a target. Mike is generally unfriendly to others(affective), and i dislike him. (cognitive) so, i avoid interacting with him (behavioral) Advertising appeal: rational vs. emotional appeal, rational: appeal to consumers with product"s feature, quality, usefulness, things that are logic to consumers, emotional: appeal to consumers with human emotions and feelings such as fear, happiness, sympathy. How do we form attitudes? inherited impact of parents and cohorts (social groups: mimic of others (from the book), direct or imagined experience, reasoning by analogy or category, value-driven attitudes, social identity-based attitude generation. Theories of attitudes-learning theory: classical conditioning: learned to transfer positive attitude from sexy car female models towards the car itself. Instrumental conditioning: airlines give air miles to consumers when they take a flight with the company: observational learning: use of celebrity to sell products like perfume/watches.
