Social Psychology
how the presence of
other people (real,
imagined, or implied)
affects an individual’s
thoughts, feelings,
and behavior.
a relatively stable evaluation of a person,
object, situation or issue. Attitudes vary on a
continuum from positive to negative.
Attitudes have 3 components:
Cognitive (beliefs, thoughts)
Emotional (like, dislike)
Behavioral (tendency to act)
Attitude
A – B Problem:
How Strong is the Link Between
Attitudes and Behavior?
Attitude measures are often poor predictors of behavior.
Factors That Improve Predictions
• Specificity: It’s best to measure attitudes
towards very specific activities.
• Strength of Attitude: Strong attitudes are better
predictors than weak attitudes.
• Vested Interest: The person benefits from acting
on the attitude.
• Accessibility: The attitude is often on the
person’s mind.
Persuasion
...a deliberate attempt to influence the attitudes or
behavior of another person.
Elements of Persuasion
• Source: the speaker or writer of the
communication and his/her characteristics.
Key factor: CREDIBILITY (expertise + trustworthiness)
Key fact: SLEEPER EFFECT, agreement with noncredible
source increases over time.
Persuasion
...a deliberate attempt to influence the attitudes or
behavior of another person.
Elements of Persuasion
• Channel: situation or medium through which
the communication is presented...
either in person or through mass media (print, TV,
internet).
Persuasion
...a deliberate attempt to influence the attitudes or
behavior of another person.
Elements of Persuasion
• Message: the content, style, and organization
of the communication.
For example, if opposite views are presented, the
one presented last will be more persuasive.
Persuasion
...a deliberate attempt to influence the attitudes or
behavior of another person.
Elements of Persuasion
• Audience: the person or persons to whom the
communication is addressed.
For example, if they initially agree with you, present
just your position.
If they initially disagree, present opposing views.