The most common mistakes
10. When we say that an attitude performs a function, we mean
that it:
a. serves a need
b. predicts behavior
c. changes society
d. tells us the right thing to do
e. helps you to function in the world
18. One-sided arguments are better when:
a. Receiver uses peripheral route to process persuasive information
b. You are absolutely right
c. There is a risk of the receiver's ability to understand the second side
d. The second side is better than ours
e. We cannot refuse the second side
f. Receiver doesn't know the second side
Belief strength
Smoking marijuana is can cause health problems
1 2 3 4 5 6 7
Belief evaluation
Having no health problems is
Very bad Quite bad Neutral Good Very good
Normative belief
My girlfriend thinks that marijuana is:
Very bad Quite bad Neutral Good Very good
Motivation to comly
I care what my girlfriend thinks:
1 2 3 4 5 6 7
"BLIND" TEST
* Rate the samples on the scale from 1 to 5 in
categories:
 Flavor
 Feel
 Appearance
Classical conditioning
The power of associations
Classical conditioning
* A neutral unconditioned stimulus (US) is paired
with a conditioned stimulus (CS) until the latter
can substitute for the former.
 Unconditioned stimulus (US)
- meat
 Unconditioned response (UR)
- salivation in response to meat
 Conditioned stimulus (CS)
- bell
 Conditioned response (CR)
- salivation in response to bell
US CR
CS
UR
Fa, Google, Yahoo, Joj, etc
* Words carry certain emotional value
* When you are about to create a name for your
company, project or anything else you want to
choose something that carries positive
evaluation.
* When you choose one with relatively neutral
value you should conditioned your audience to
perceive it as positive
Staats and Staats (1958)
1. They presented meaningless syllables
 The first group had it paired with positive words
 The second group had it paired with negative words
2. After the procedure, participants rated the
"potential" of those syllables
Results: The syllables paired with the positive
words were rated as more positive and the
syllables paired with the negative words as
more negative
Classical conditioning
* A neutral unconditioned stimulus (US) is paired
with a conditioned stimulus (CS) until the latter
can substitute for the former.
 Unconditioned stimulus (US)
- meat
 Unconditioned response (UR)
- salivation in response to meat
 Conditioned stimulus (CS)
- bell
 Conditioned response (CR)
- salivation in response to bell
US CR
CS
UR