GATE (Graduate Aptitude Test in Engineering) Psychology Social Psychology-Attitude Change and Persuasion Study Material (Page 1 of 1)

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Attitude Change: Factors Affecting Message Persuasiveness and Cognitive Routes


Attitudes can be changed through persuasion

Factors Affecting Message Persuasiveness

Experimental research shows that following characteristics affect the persuasiveness of a message (also see Factors affecting Communication in topic list)

  • Target Characteristics: These characteristics refer to the person who receives and processes a message. One such trait is intelligence
  • Source Characteristics: The major source characteristics are expertise, trustworthiness and interpersonal attraction or attractiveness. The credibility of a perceived message has been found to be a key variable
  • Message Characteristics: Presenting both sides of an argument is useful to help change attitudes.


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Attitude Change: Emotion and Attitude Change, Factors Affecting Attitude Change and Congruent and Incongruent Change


Emotion and Attitude Change

  • Emotion is a common component in persuasion, social influence, and attitude change. Much of attitude research emphasized the importance of affective or emotion components. Emotion works together with the cognitive process. Emotional appeals are commonly found in advertising, health campaigns, and political messages.

Factors Affecting Attitude Change

The following factors affect attitude change

  • Mass media
  • Personal contact
  • Educational institutions
  • Prestige suggestion
  • Vivid experiences
  • Culture
  • Personality
  • Intelligence
  • Persuability
  • Group influence
  • Role playing

Congruent and Incongruent Change

Congruent change means change in same direction while incongruent change i…

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