Factors affecting Attitude Change

Attitude change

1. Factors affecting Attitude Change Dr Neeta Gupta Practitioner Of CBT,REBT & EFT Associate Professor DAV (PG) College Dehradun

2. Attitude Change and Persuasion: The efforts to change the attitudes of the people through the use of various kinds of messages is known as persuasion.

3. There are four primary elements of persuasion 1.The Communicator 2. The Message 3.The Channel of Communication

4. 4. The Audience In other words Who says, What, By What Means, and To Whom.

5. 1.The Communicator: Some important characteristics of communicator are given as follows: Credibility of the communicator a)Attractiveness and likableness b)Power of the communicator c)Similarity

6. 2.The Message: What is said? The characteristics of the content of message . Rational versus Emotional appeals Attitude depends on two things: - How people’s attitude is initially formed - Nature of Audience

7. b)Discrepant message: A message which is different or with which the audience do not expressed agreement is called discrepant message. c)One-sided appeal versus two-sided appeal

8. d)Primacy Effect versus Recency Effect: The effect of information presented early is called primacy effect . The effect of information presented later is called recency effect. According to Miller and Campbell if there is little time between two presentation that is when two messages or communications are back to back the primacy effect usually occurs while when there is a gap between two presentation and if the decision must be made immediately after the second presentation then recency effect occurs.

9. e)Drawing Conclusion from message: Depends upon the intellectual level of a person. If a person/audience has high level of intelligence it would be more persuaded for drawing conclusion for itself.

10. 3. The Channel of Communication: The way a message is delivered or how it is said also affects the persuasibility of the communication. -Active Vs Passive Appeal -Face to Face Vs Media Influence

11. 4. The Audience: Persuasibility of the communication and attitude change also depends upon factors related to the audience. Self Esteem of the Audience IQ of the audience

12. c) Personality of the audience d)Age of the Audience e)Group Belongingness

13. References https://miro.medium.com/max/2400/0*ZrdGhN4JmyNIUADl.jpg https://encryptedtbn0.gstatic.com/images?q=tbn:ANd9GcQyi2dV93rBoJTtzheVEs4bzQZ9rSt-W2y8mA&usqp=CAU https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcQskdANjLDquNJsaBYJPXINEz4eyBHtuHpSpA&usqp=CAU https://cdn5.employeeconnect.com/wp-content/uploads/2017/03/20.png https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcQGBAfUD_RFcmSCkRtXg061AFWL1526wrUixQ&usqp=CAU https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcTeUkPcBpxYqwoDmhV4RqxsKG7AtE-jaGuQ7Q&usqp=CAU https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcTMTO58a7Av62Tq4yJqWBysWsioq0WYpOo1wg&usqp=CAU https://thumbs.dreamstime.com/z/cartoon-reading-people-male-female-books-six-different-enloy-intelligent-well-breed-grown-up-characters-white-background-92953920.jpg https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcQR4IwMInZD4q1LJQD6eIv5MYSAUR4H8xlvsA&usqp=CAU

14. Continued……. https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSkgIBTSSOXSOziyjJadStUBIhDdT2DYIEdFA&usqp=CAU https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRPq_qnEap2aC5p5MsNCMrLgyIvaKUI1xkiHg&usqp=CAU https:// www.google.com/url?sa=i&url=https%3A%2F%2Fmeta.discourse.org%2Ft%2Femojis-from-animated-gif-are-shown-uglily%2F25562&psig=AOvVaw1rPG8er3FP9B6wHyW5lqmx&ust=1606838201288000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCNjX2qDRqu0CFQAAAAAdAAAAABAD

15. Thank You