{"id":82,"date":"2021-07-08T16:43:05","date_gmt":"2021-07-08T20:43:05","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/psych2330\/?post_type=chapter&p=82"},"modified":"2022-03-30T19:37:31","modified_gmt":"2022-03-30T23:37:31","slug":"attitudes-and-persuasion","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/psych2330\/chapter\/attitudes-and-persuasion\/","title":{"raw":"Module 4: Attitudes and Persuasion","rendered":"Module 4: Attitudes and Persuasion"},"content":{"raw":"

Instructor Notes<\/h1>\r\nIn this module, we will begin our discussion by looking at how attitudes are defined by the ABCs of social psychology\u2014affect, behavior, and cognition\u2014noting that some attitudes are more affective in nature, some more cognitive in nature, and some more behavioral in nature. We will see that attitudes vary in terms of their strength such that some attitudes are stronger and some are weaker. And we will see that the strength of our attitudes is one of the determinants of when our attitudes successfully predict our behaviors.\r\n\r\nThen we will explore how attitudes can be created and changed\u2014the basic stuff of persuasion, advertising, and marketing. We will look at which types of communicators<\/em> can deliver the most effective messages<\/em> to which types of message recipients<\/em>. And we will see that the same message can be more effective for different people in different social situations. We will see that persuasive messages may be processed either automatically<\/em>\u00a0(i.e.,\u00a0in a rather cursory or superficial way) or thoughtfully<\/em> (with a greater focus on the argument presented) and that the amount and persistence of persuasion will vary on the processing route that we use. Most generally, we will see that persuasion is effective when the communication resonates with the message recipient\u2019s motivations, desires, and goals (Kruglanski & Stroebe, 2005).\r\n\r\nThis week contains a number of \"Major Points\" with videos and discussion and assignment prompts to support the topics. This chapter contains an abundance of content. As an instructor, you will want to choose just 1 or 2 videos and perhaps just a few of the \"Major Points\" to cover and meet the learning outcomes of your course. You may wish to reference the \"How to use this Resource<\/a>\" section for ideas on how to tailor your course offering.\r\n

Readings<\/h1>\r\nChapter 4: Attitudes, Behaviour and Persuasion<\/a>\u00a0in Principles of Social Psychology \u2013 1st International H5P Edition<\/a>.\r\n

Teaching Materials<\/h1>\r\n