PSYA02H3 Lecture Notes - Lecture 14: Cognitive Dissonance, Direct Marketing, Classical Conditioning
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PSYA02H3 Full Course Notes
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Document Summary
How do you feel about the legalization of marijuana. The study of attitude formation is the study of how people form evaluations of person, place or things. Refers to a tendency to evaluate a person, object or idea with some degree of approval or disapproval. An evaluation of a specific stimulus with parts: affective component, behavioral component, cognitive component. Knowledge base d component (what one knows) Attitudes can vary in tone, either positive or negative and strength, mild to passionate. Attitudes can also be ambivalent: have you ever felt mixed emotion? , this might be a time when your attitude was both positive and negative at the same time. Operant conditioning through trial and reinforcement. Cognitive learning through info processing: cognitive dissonance theory, attribution theory. Attitude relative to purchase behavior are formed as a result of direct experience with the product. Exposure to mass media advertising, the internet and direct marketing. Once attitudes develop, they aren"t always easy to change.
