Attitude Persuasion
Introduction:
The word attitude is an expression of favor or disfavor toward a person, place, thing, or event. Prominent psychologist Gordon Allport (1935) once described attitude “the most distinctive and indispensable concept in contemporary psychology”. The words attitude and persuasion are often found together, as in the phrase persuasion and attitude change. Persuasion is an attempt to change people 's attitudes. For example, advertisers try to persuade potential customers to buy a product. To do this, they try to create a positive attitude toward the product. Social psychologists have emphasized that an attitude is preparation for behavior. Otherwise, nobody would care about attitudes. An advertiser would not try to make you feel more “positive” or “liking” toward a product unless this was assumed to affect your likelihood of buying the product. Attitude as an inward feeling expressed by outward behavior. People always project on the outside what they feel on the inside. But some people try to mask their attitude. You have developed attitudes about such issues, and these attitudes influence your beliefs as well as your behavior. Attitudes are an important topic of study within the field of social psychology. What exactly is an attitude? How does it develop? Studies show that how psychologists define this concept, how attitudes influence our behavior and things we can do to change attitudes.
Definitions
i. A settled way of thinking or feeling typically reflected in a person 's behavior. A position of the body proper to or implying an action or mental state: “the boy was standing in an attitude of despair”. ii. Attitude is “a relatively enduring organization of beliefs, feelings, and behavioral tendencies towards socially significant objects, groups, events or symbols” (Hogg & Vaughan 2005, p. 150) iii. “A psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” (Eagly &
The word attitude is an expression of favor or disfavor toward a person, place, thing, or event. Prominent psychologist Gordon Allport (1935) once described attitude “the most distinctive and indispensable concept in contemporary psychology”. The words attitude and persuasion are often found together, as in the phrase persuasion and attitude change. Persuasion is an attempt to change people 's attitudes. For example, advertisers try to persuade potential customers to buy a product. To do this, they try to create a positive attitude toward the product. Social psychologists have emphasized that an attitude is preparation for behavior. Otherwise, nobody would care about attitudes. An advertiser would not try to make you feel more “positive” or “liking” toward a product unless this was assumed to affect your likelihood of buying the product. Attitude as an inward feeling expressed by outward behavior. People always project on the outside what they feel on the inside. But some people try to mask their attitude. You have developed attitudes about such issues, and these attitudes influence your beliefs as well as your behavior. Attitudes are an important topic of study within the field of social psychology. What exactly is an attitude? How does it develop? Studies show that how psychologists define this concept, how attitudes influence our behavior and things we can do to change attitudes.
Definitions
i. A settled way of thinking or feeling typically reflected in a person 's behavior. A position of the body proper to or implying an action or mental state: “the boy was standing in an attitude of despair”. ii. Attitude is “a relatively enduring organization of beliefs, feelings, and behavioral tendencies towards socially significant objects, groups, events or symbols” (Hogg & Vaughan 2005, p. 150) iii. “A psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” (Eagly &
References: Crano, W. (2005). Attitude and Persuasion. California: Claremont Graduate University. Clubertson, H. (1968). Attitudes. Journal of Cooperative Extension, 79. Murchinson,C. (1985). Handbook of Social Psychology. Clark University Press .