Employing a lively and accessible writing style, author Daniel W. Barrett integrates up-to-date coverage of social psychology’s core theories, concepts, and research with a discussion of emerging developments in the field–including social neuroscience and the social psychology of happiness, religion, and sustainability. Engaging examples, Applying Social Psychology sections, and a wealth of pedagogical features help readers cultivate a deep understanding of the causes of social behavior.

Attitudes and Persuasion

Attitudes and Persuasion

People often believe more strongly in the truth of a prophecy after it has failed to come true.

Jurgen Schadeberg/Premium Archive/ Getty Images.

Learning Objectives

  • 7.1 Define and illustrate with examples: attitude, belief; ambivalent, indifferent, general, and specific attitudes; compare and contrast implicit and explicit attitudes; summarize the various origins of attitudes, including learning, mere exposure, and heritability.
  • 7.2 Describe the two routes to persuasion and explain the roles of motivation, ability, and relevance in persuasion.
  • 7.3 Identify and define key source characteristics (credibility, attractiveness, likability); explain how fear appeals work; explain the roles of self-monitoring and need for cognition in persuasion.
  • 7.4 Describe how we measure attitudes (direct self-reports, indirect methods).
  • 7.5 Identify the key variables in the reasoned action approach, and describe how they ...

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