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Chapter 5

Attitudes and Persuasion

Attitudes
Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in…
Cognitive Dissonance
Social psychologists have documented that feeling good about ourselves and maintaining positive self-esteem is a powerful motivator of human behavior…
Routes of Persuasion
Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes…
Persuasion Strategies
Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts.…
Social Proof
Social proof is a form of persuasion based on comparison and conformity. People compare their behavior and actions to what others are doing and will…
The Implicit Association Test
Source: Julian Wills & Jay Van Bavel—New York University One of the core constructs in social psychology is the notion of an attitude…
Persuasion: Motivational Factors Influencing Attitude Change
Source: William Brady & Jay Van Bavel—New York University Decades of social psychological research sought to understand a fundamental…
Misattribution of Arousal and Cognitive Dissonance
Source: Peter Mende-Siedlecki & Jay Van Bavel—New York University A host of research in psychology suggests that feelings of psychological…

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