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- Info
Emotional factors in attitudes and persuasion
| Author: |
Petty, R.E.; Fabrigar, L.R.; Wegener, D.T. |
| Date: |
2002 |
| Periodical: |
In: Davidson, R.J.; Scherer, K.; Goldsmith, H.H., eds. Handbook of affective sciences. London: Oxford University Press. |
| Abstract: |
In this chapter we examine the role of emotional factors in attitudes and persuasion. Attitudes refer to people's global evaluations of any object such as oneself, other people, possessions, issues, abstract concepts, and so forth. Thus, a person disliking ice-cream and having a favorable predisposition toward a political candidate, are examples of attitudes. Persuasion is said to occur when a person's attitude changes. Change can refer to moving from no attitude to some attitude, or from one attitude to another. Persuasion can be very explicit and blatant such as when one person sets out to modify another's evaluation and provides a strong communication against the other's point of view, or can be rather implicit and subtle such as when a person's attitude changes simply because the attitude object (e.g., one's car) shifts from being associated with pleasant to unpleasant outcomes. Classic treatises on persuasion have held that understanding emotion is critical to understanding attitude. |
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