Social Psychology - California State University, Fullerton加利福尼亚州立大学的社会心理学，富勒顿.pptVIP

Social Psychology A – B Problem:How Strong is the Link Between Attitudes and Behavior? Specificity: It’s best to measure attitudes towards very specific activities. Strength of Attitude: Strong attitudes are better predictors than weak attitudes. Vested Interest: The person benefits from acting on the attitude. Accessibility: The attitude is often on the person’s mind. Persuasion Source: the speaker or writer of the communication and his/her characteristics. Key factor: CREDIBILITY (expertise + trustworthiness) Key fact: SLEEPER EFFECT, agreement with noncredible source increases over time.