undergraduate thesis
Changing attitudes through persuasion

Ruža Vekić (2015)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Filozofski fakultet
Odsjek za psihologiju
Metadata
TitleMijenjanje stavova persuazijom
AuthorRuža Vekić
Mentor(s)Daniela Šincek (thesis advisor)
Abstract
Stavovi su općenite evaluacije situacija, objekata, i ljudi koje su relativno trajne, stabilne i podložne promjeni. Stavovi osobe predstavljaju organizaciju i hijerarhiju ili pak shemu, a mogu biti zasnovati na kogniciji, emocijama ili ponašanju. Značajka na kojoj je stav zasnovan bitno utječe na način njegove promjene. Općenito, promjena stava označava pomak vrijednosti stava u odnosu na prethodno zabilježenu vrijednost na kontinuumu od negativnog prema pozitivnom. Pri korištenju persuazije fokus je na vrijednosti stava zabilježenoj u odnosu na prethodno zastupani stav, ali nakon provedenog postupka persuazije. Nadalje, zahtjevnost promjene stava persuazijom ovisi o snagi stava, ali i situacijskim odrednicama te faktorima vezanim za ličnost osobe. Teorija kognitivne disonance tj. spoznajnog nesklada i teorija balansa objašnjavanju kako se stavovi organiziraju i mijenjaju u svjetlu novih informacija i događaja, ne nužno persuazijom. Persuazija je proces u kojem se uvjerljivom komunikacijom pokušava dovesti do promjene stava prema određenom objektu. Potrebno ju je razlikovati od propagande budući da propagandu najčešće koriste razne interesne grupe i to kroz masovne medije, dok se persuazija događa i interpersonalnoj razini. Promjenu stavova persuazijom kroz procese obrade informacija objašnjava nekoliko modela. Najpoznatiji od njih su Yale pristup promjeni stava, model vjerojatnosti elaboracije te heurističko sistemski model uvjeravanja. Ovi modeli, svaki na svoj način, daju predloške osnovnih procesa koju u pozadini promjene stava. Osim toga, kroz istraživanja su dobivene različite značajke koje dovode do promjene stava pod utjecajem uvjerljive poruke, kao što su značajke poruke, situacijske značajke, obilježja pošiljatelja, ali i primatelja poruke. Otpornost stava i opiranje promjeni kojima se bave teorija reaktivnosti i teorija inokulacije također su bitne karakteristike persuazijskog procesa koje se aktiviraju posebice u slučajevima korištenja jake i očito persuazivne poruke.
Keywordsattitude change persuasion propaganda attitude strength Yale Attitude Change Approach Elaboration Likelihood Model Heuristic Systematic Model cognitive dissonance
Parallel title (English)Changing attitudes through persuasion
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Filozofski fakultet
Lower level organizational unitsOdsjek za psihologiju
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Psychology
Social Psychology
Study programme typeuniversity
Study levelundergraduate
Study programmePsychology (single major)
Academic title abbreviationuniv. bacc. psych.
Genreundergraduate thesis
Language Croatian
Defense date2015-09-16
Parallel abstract (English)
Attitudes are generalised evaluations of people, situations, and objects; which are relatively permanent and stable, yet subject to modification. An individual's attitudes are organised within a hierachy or schema, and they can be based on cognition, emotion or behaviour. The base component of an attitude vitally effects they manner in which it can be changed. Generally speaking, a change in attitude means a shift from the previously measured attitude value, observed on the continuum between a negative and a positive attitude. In terms of persuasion, the measured value is viewed in relation to the attitude measured prior to persuasion. Furthermore, the difficulty of attitude change through persuasion depends on attitude strengthe, as well as situational and personality-related factors. The cognitive dissonance theory and balance theory explain how the attitudes of an individual are organised and changed in light of new information and events, not exclusively through persuasion. Persuasion is the proces of presenting convincing information in the attempt to bring about a change in attitude towards an object. It is distinct from propaganda, which is used mostly by various interest groups, through mass media; whereas persuasion also takes place on an interpersonal level. Attitude change through persuasion is explained by several models of information processing. The most well known of them are the Yale Attitude Change Approach, the Elaboration Likelihood Model and the Heuristic Systematic Model. These models, each in its own way, provide templates of the basic processes of attitude change. Moreover, studies have uncovered various elements which bring about change through persuasive communication; such as message properties, situational factors, as well as the properties of the sender and the reciever of persuasion. Attitude strength and resistance, also important elements of the process of persuasion ,which are the focus of the Inoculation theory and reactance theory, are activated in the case of a strong and explicitly persuasive message.
Parallel keywords (Croatian)stavovi mijenjanje persuazija propaganda snaga stava model vjerojatnosti elaboracije Yale pristup heurističko-sistemski model kognitivna disonanca
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:142:978336
CommitterGordana Gašo