Class 12 Psy Ch-6 Attitude and Social Cognition-PPT 4.pptx

Psychology

1. ATTITUDE AND SOCIAL COGNITION PART - 4

2. FACTORS- ATTITUDE CHANGE 1) CHARACTERISTIC OF EXISTING ATTITUDE: Valence: extremeness; simplicity or complexity; centrality Valence (positivity or negativity) + attitude can change easily than negative attitude Extremeness: extreme attitude/centrality is difficulty to change than less extreme attitude simplicity or complexity Simple attitude can change easily than complex attitude

3. FACTORS- ATTITUDE CHANGE DIRECTION AND EXTENT OF ATTITUDE CONGRUENT: existing attitude and new attitude (change in attitude) moves/ direct towards same direction ( eg ) positive attitude more positive attitude Negative attitude more negative attitude Sita has positive attitude towards women’s empowerment She happens to study a article related to successful business women Now her attitude become stronger

4. FACTORS- ATTITUDE CHANGE INCONGRUENT New attitude change in the direction opposite to existing attitude Positive attitude less positive or negative attitude Negative attitude less negative or positive attitude ( eg ) After reading the article, she think that women's skip their family responsibility and concentrate more towards business Her positive attitude become less or negative Congruent attitude can be easily developed than incongruent

5. FACTORS- ATTITUDE CHANGE INFORMATION PRESENTED Attitude can be changed in the Positive or negative with respect to the information presented. Poster’s regarding brushing positive attitude towards dental cleanliness Poster’s with exaggerated dental diseased photos: Don’t believe and develop less positive

6. FACTORS- ATTITUDE CHANGE 2) SOURCE CHARACTERISITCS : Credibility Information from high credibility source than low creditability ( eg ) buy a Laptop based on the opinion of computer Engr rather than school boy (both give same information) Attractiveness Product sales based on exposure Attractive posters; Advertise in media publicised by advertise by popular figures

7. FACTORS- ATTITUDE CHANGE 3) MESSAGE CHARACTERISTICS: Message: information presented in order to bring attitude change Amount: Neither too much nor too little. Rational appeal: Message should be sensible; coherent; relevant; logic) ( eg ) Advertisement of pressure cooker- Indicates that it save fuel and economical... Emotional appeal: ( Eg ) Food prepared in the pressure cooker preserves nutrition, which care for the health of child and family members

8. FACTORS- ATTITUDE CHANGE Motives: drink milk for healthy, energetic and good look leads to successful at their job Mode of spreading: Face to face transmission is highly effective than indirect transmission (pamphlets; letters..) ( eg ) awareness about ORS by social worker in person is effective than to hear from radio Visual media is as effective as face to face transmission ( eg ) TV; internet etc..

9. FACTORS- ATTITUDE CHANGE 4) TARGET CHARACTERISTICS : Quality of the target Persuasibility ; strong prejudices, self esteem and intelligence Open and flexible personality change easily ( eg ) advertisers benefited from above personality Strong prejudices hold persons does not change easily People of low self esteem and confidence change easily More intelligent people does not change easily