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Attitude

Attitude. “It’s always best to start at the beginning.” Dorothy The Wizard of Oz . What is Attitude?. Earliest uses date back to early theater Describes a characters posture or position. Attitude=. Stable set of beliefs, feelings and tendencies toward something/someone

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Attitude

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  1. Attitude “It’s always best to start at the beginning.” Dorothy The Wizard of Oz

  2. What is Attitude? Earliest uses date back to early theater Describes a characters posture or position

  3. Attitude= • Stable set of beliefs, feelings and tendencies toward something/someone • Can be positive or negative • Attitude toward self=self esteem • Negative attitude toward group=prejudice • Our attitudes are associated with our values (weighted by its importance)

  4. Where do our attitudes come from?

  5. Do our attitudes guide our behavior? • 1934 • Richard LaPiere Study • 3-month x/c trip • With young Chinese couple • 66 Hotels • 184 Restaurants

  6. Is it the other way around-Does behavior shape attitude? • Self –Perception Theory (Daryl Bem) says we infer our attitudes by observing our own behavior • Isn’t this attribution? (understanding the CAUSE of behavior)

  7. What happens when our beliefs and our behavior contradict each other? Cognitive dissonance= Anxiety Distress Confusion Discomfort

  8. How attitudes change…. Cognitive Dissonance Persuasion

  9. What is persuasion?

  10. Persuasion=Influencing attitude by communication • Fred Tuttle • Age 79 • Poor health (3 heart attacks, cataracts, arthritis, diabetes & prostrate cancer) • Retired farmer • Ran in the 1998 Vermont Republican primary for U.S. Senate • Spent $200 on campaign • Opponent spent $475,ooo

  11. Why did Fred win? • Likability (you may say grandpa connection) • Vermont roots • Knowledge (Calais vs. Cah-lay) • Convinced Vermont voters that money could not buy an election • Persuasion

  12. How did Fred win? • The message (2-sides?) • Source (Expert-Trustworthy-likeable-attractive) • Channel (How the message is presented- personal contact-film vs. print vs. in-person) • Boomerang Effect (when message is too negative/emotional) • Sleeper Effect (We forget source but not message- can lead to less credible source with strong effect) • Repeated message (Mere Exposure Effect)

  13. Think Coffee…….

  14. Message…..

  15. How to persuade people to donate?Door-In-The-Face technique Starbucks Operation Caffeination After refusing a major request- we are more likely to comply with a minor request

  16. Foot-In-The-Door technique After complying with a small request- you are more likely to agree to a large request

  17. Vivid messages can be persuasive or can undermine persuasion

  18. Persuasion is also used for social change… • The Good doll and the bad doll • Influenced the US Supreme Court in the 1954 case of Brown vs. The Board of Education

  19. Abraham Lincoln “ It is true that you may fool all of the people some of the time; you can even fool some of the people all of the time; but you can’t fool all of the people all of the time.”

  20. Joseph E. Levine (Film Producer) “ You can fool all the people all the time if the advertising is right and the budget is big enough.”

  21. What about forced attitude change? Brainwashing

  22. Brainwashing needs a captive audience and control over the environment • Isolation • Target made to feel dependent • Indoctrinating agent has power to reward or punish • Cults= Strength of leader • Jim Jones- Jonestown

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