PSY BEH 104S Chapter Notes - Chapter 8: Logical Reasoning
23 Oct 2017
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Document Summary
Functions of atitudes: what purposes do attitudes serve, they guide behaviors. The ego-defensive function of attitudes: attitudes also serve an ego-defensive function: allows people to maintain positive views. Yet eventually our attitudes become entrenched, and they bias us toward being more attentive to new info that supports our attitudes. Looking back: our attitudes serve four functions that are vital to our daily living. Persuasion and attitude change: multiple routes to persuasion, and the message that you would craft should depend on whom you are trying to persuade. Source characteristic: source characteristics: attributes of the person who delivers the message that influence persuasion. Message characteristics: message characteristics: attributes of the message itself that influence persuasion. The surprisingly weak effects of the media: media have had surprisingly weak or nonexistent effects. Consumer advertising: more spent on ad does not necessarily mean more money earned, rather loyalty, awareness, and happiness is more important.
