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Discussion 1: Systemic Model of Processing
An attitude is a “psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” (Eagly & Chaiken, 1993, p. 1). The study of attitudes can be seen as integral to the field of social cognition, and the potential application of attitude research in various domains (e.g., health, legal, public administration, marketing/sales) is considerable. Attitude research has examined attitude structure and formation, attitude measurement, the attitude-behavior relationship, attitude function, and how attitudes can be used to persuade others. In an example of the dual process model referenced in Week 1, the systematic model indicates that we engage in thoughtful or deliberate attitude processing (systematic processing) under certain conditions, while at other times, humans utilize more rapid processing which is based upon mental shortcuts (heuristic processing).
Eagly, A.H. & Chaiken, S. (1993). The Psychology of Attitudes. Fort Worth, TX: Harcourt Brace College Publishers. For this Discussion, use the Walden Library and select an article on the systematic model of processing in attitude research.
By Day 3
With these thoughts in mind:
Post by Day 3 your thoughts about a personal example of persuasion. Relate your example to the assigned readings for this week. Next, add a peer reviewed reference of your own choosing from the library that illustrates how additional research could help us better understand when and how your attitudes in this example might change.
Be sure to support your postings and responses with specific references to the Learning Resources.
Make sure to copy and past the question next to its answer and cover all area’s of the discussion.
Here are the required reading that you MUST use for the discussion (in text citation) and reference page as well:
Learning Resources
Required Readings
Course Text: Handbook of Social Psychology
Chapter 10, “Attitudes”
Cacioppo, J. T., & Petty, R. E. (1984). The elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 673–675.
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752–766.
Chaiken, S., & Eagly, A. H. (1983). Communication modality as a determinant of persuasion: The role of communicator salience. Journal of Personality and Social Psychology, 45(2), 241–256.
Chaiken, S., & Maheswaran, D. (1994). Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment. Journal of Personality and Social Psychology, 66(3), 460–473.
Chen, S., & Lee, K. (2008). The role of personality traits and perceived values in persuasion: An elaboration likelihood model perspective on online shopping. Social Behavior and Personality, 36(10), 1379–1400.
Eagly, A. H., & Chaiken, S. (2007). The advantages of an inclusive definition of attitude. Social Cognition, 25(5), 582–602.
Zuckerman, A., & Chaiken, S. (1998). A heuristic-systematic processing analysis of the effectiveness of product warning labels. Psychology & Marketing, 15(7), 621–642.
Social Psychology Network. (2011). Retrieved from http://www.socialpsychology.org
Required Media
Laureate Education, Inc. (Executive Producer). (2011). Attitudes. Baltimore, MD: Author.
Make sur to review the grading rubric and follow.

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