Main facial muscles used for smiling and frowing
smile –> zygomatic major
frown –> corrugator supercilli
Difference between implicit and explicit attitudes
explicit attitudes are consciously controlled and implicit attitudes are more automatic
Mere exposure effect
tendency to develop more positive feelings toward more familiar objects
Evaluative conditioning
pairing stimulus with an attitude (like classical conditioning with behaviour)
Self-perception
form attitudes by observing our behaviour and circumstances it occurs and making inferences (facial feedback hypothesis)
Katz (1960) 4 key functions for having attitudes
utilitarian/instrumental
ego-defensive
value-expressive
knowledge/cognitive economy
Katz (1960) utilitarian/instrumental function
people are motivated to obtain rewards and avoid punishment
e.g. negative attitude to peanuts if you are allergic
Yale approach to persuasion
source, message and audience
Source characteristics of the Yale approach
attractiveness
credibility
similarity
likability
Message characteristics of the Yale approach
fear appeals
repetition
medium of the message
Audience characteristics of the Yale approach
need for cognition
self-monitoring
regulatory focus/fit
age
self-esteem
Central route of the elaboration-liklihood model
have the ability for elaboration = more effortful processing = persuaded by central cues
Elaboration-liklihood model
outcome of persuasion attempts depends on elaboration liklihood
has 2 routes; central and peripheral
Peripheral route of the elaboration-liklihood model
don’t have the ability for elaboration = more automatic = persuaded by peripheral cues
4 steps in the persuasion process
attention
comprehension
acceptance
retention
Third person effect
most people think they’re less influences than others by advertisements
Heuristic-systematic model
systematic processing - people scan and consider available arguments
heuristic processing - automatic reasoning
heuristics are used as long as they satisfy our need to be condifent in the attitude (suffiency threshold)
tactics for enhancing compliance
integratiation
multiple requests
Selective exposure hypothesis
people tend to avoid dissonant information
