Chapter 5
Attitudes and Persuasion
![Attitudes](https://cloudfront.jove.com/files/media/science-education/science-education-thumbs/11059.jpg)
Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in…
![Cognitive Dissonance](https://cloudfront.jove.com/files/media/science-education/science-education-thumbs/11060.jpg)
Social psychologists have documented that feeling good about ourselves and maintaining positive self-esteem is a powerful motivator of human behavior…
![The Implicit Association Test](https://cloudfront.jove.com/files/media/science-education/science-education-thumbs/10368.jpg)
The Implicit Association Test
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Source: Julian Wills & Jay Van Bavel—New York University
One of the core constructs in social psychology is the notion of an attitude…
![Persuasion: Motivational Factors Influencing Attitude Change](https://cloudfront.jove.com/files/media/science-education/science-education-thumbs/10330.jpg)
Source: William Brady & Jay Van Bavel—New York University
Decades of social psychological research sought to understand a fundamental…