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 the ...
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 from ...
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 ...
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