Understanding Persuasion
Persuasion and Attitude Change
Formation and change of attitude are not two separate things - they are interwoven.People are always adopting, modifying or relinquishing attitudes to fit their everchanging
needs and interests. Acceptance of new attitudes depends on who is the
communicator, how the communication is presented, how the communication is
perceived by the message receiver, the credibility of the communicator, and the
conditions under which the knowledge was received.
Attitudes change when:
1. A person receives new information from others or media - Cognitive change
2. Through direct experience with the attitude object - Affective change
Force a person to behave in a way different than normal - Behavioral change
Attitudes change, based on how a person perceives the communication and the
communicator. Less committed people will change ideas more frequently. Attitude
change also has to do with other personality characteristics such as susceptibility to
persuasion, intelligence, readiness to accept change, etc. People are more likely to
accept information if they feel the communicator has no intent to change our attitudes
and opinions.
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