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Sherif a elaborat mai multe ipoteze:

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T. Bernard

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XQLYHUVXO LQWHULRU DO ILHF UXLD $FHVWD vQV  QX SRDWH WU L GRDU UHSOLLQGX VH vQ VLQH vQVXL 0HGLXO

antUHQHD]

 QXPHURDVH VFKLPE UL GLYHUVH VROLFLW UL REOLJkQGX O V  UHDF LRQH]H vQ FRQIRUPLWDWH FX

DFHVWHD QFHUFkQG V  VH DGDSWH]H OD PHGLXO H[WHUQ LQGLYLGXO GHYLQH DJHQWXO SURSULLORU VDOH
VFKLPE UL GH DWLWXGLQH (OH VH UHDOL]HD]  PDL PXOW VDX PDL SX LQ vQ IXQF LH GH UHFHSWLYLWDWHD
LQGLYLGXOXLLGHSURFHVHOHFHVROLFLW VFKLPEDUHD
&HUFHW ULOH SH WHPD VFKLPE ULL DWLWXGLQLORU VXQW QXPHURDVH L DGHVHD FRQWUDGLFWRULL HVWH
GLILFLO GH J VLW R YDULDELO  ODWHQW  VSHFLILF  WXWXURU VFKLPE ULORU GH DWLWXGLQH &XP V  IDFL V
GHWHUPLQL SH RDPHQL V

-L

VFKLPEH S UHULOH VDX FRPSRUWDPHQWHOH" &X VLJXUDQ

Moscovici -vQWUHEDUHDQXHVWHQRX

LDURDPHQLLDXF XWDWGLQWRWGHDXQDV

-LGHDU

-i
- spune S.

VSXQV0LMORDFHOH

GHDLQIOXHQ DS UHULOHLFRPSRUWDPHQWHOHFHOXLODOWQXOLSVHVFIRU DRUGLQXOSHUVXDVLXQHD([LVW L

altele, mai ascunse dar la fel de banale.

,QGLIHUHQW GH RFXSD LH VDX VWDWXW VRFLDO DSHO P FX WR LL OD PLMORDFH GH LQIOXHQ
RE LQH GH OD FHO ODOW FHHD FH GRULP vQ LQWHUHVXO QRVWUX FKLDU GDF  VH v

nWkPSO

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 V  ILH vQ GHIDYRDUHD

LQWHUHVXOXL FHOXLODOW L OXFUX GH OD VLQH vQ HOHV FHO ODOW QH LQIOXHQ HD]  L HO )RORVLQG DFHOHDL
PLMORDFHVDXDOWHOHLHOvQFHDUF ODUkQGXOOXLV

sociale; ea se mDQLIHVW

-LDWLQJ

VFRSXULOH,QIOXHQ DHVWHvQFHQWUXOYLH LL

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XQHRUL UDGLFDOH Q LQWHULRUXO DFHVWRU LQIOXHQ H 6 0RVFRYLFL IDFHFkWHYD QXDQ

el -FDDFHVWHPRGLILF

ULV DLE RXWLOLWDWHVRFLDO QHvQVHPQDW

UL 6H SRDWH

- spune
GDU la fel de bine, pot fi deosebit de

XWLOH GLQ SXQFW GH YHGHUH VRFLDO 'H H[HPSOX 3DXO SRDWH SURILWD GH SH XUPD VFKLPE ULORU S UHULORU
6X]DQHLFXSULYLUHODFRULGHLWDXURPDKLHGXS FXPLGDF RFRQYLQJHV QX LPDLvQQRLDVF DWkW

VFKLPE GDF  DYHP vQ YHGHUH OXSWD DQWL-SIDA, de exemplu, este important ca ntregi clase sociale
V -L VFKLPEH S UHULOH GHVSUH SUH]HUYDWLYH $FHVWH PRGLILF UL VXQW QHFHVDUH GLQ SXQct de vedere
social. (Cf. S. Moscovici, 3VLKRORJLDVRFLDO DUHOD LLORUFXFHO ODOW)
de des garderoba. AsePHQHD PRGLILF

UL vQV  QX DX SURSULX ]LV R XWLOLWDWH VRFLDO  GHRVHELW  Q

Q UkQGXULOH FH XUPHD]  QX QH LQWHUHVHD]  LQIOXHQ D FH SRDWH IL H[HUFLWDW  SULQ IRU
DXWRULWDWHGHYUHPHFHvQJHQHUDOvQDQXPLWHVLWXD LLHVWHVXILFLHQWV FRPDQ]L
DOWIHO GDF DFHVWHIRUPHGHLQIOXHQ

 VDX

pentru a ascultat. De

 VXQWvQPRGRELQXLWHILFLHQWHSHQWUXDRE LQHPRGLILF ULOHGH

FRPSRUWDPHQWVFRQWDWHGHH[HPSOXSHQWUXFDXQFRSLOV

-LIDF

RUGLQHvQFDPHU VDXSHQWUXFDXQ

VROGDWV VSHOHPDLQDVXSHULRUXOXLV XvQVFKLPEHOHGXFGRDUvQPRGH[FHS LRQDOODPRGLILF ULOH

GHLGHLVXVFHSWLELOHGHDOHJDUDQWDXQFRSLOvLSRDWHIDFHRUGLQHvQFDPHU U P QkQGFRQYLQVF QX
HUD QHYRLH ODIHOFXP XQ VROGDW SRDWH VS OD PDLQD VXSHULRUXOXL V XI U D IL FRQYLQV F DFHDVWDDU
WUHEXL QHDS UDW VS ODW  VDX F  HO WUHEXLH V  IDF  OXFUXO DFHVWD 'HFL IRU D L DXWRULWDWHD DX L HOH

limitele lor.
3HUVXDVLXQHD OD UkQGXO HL HVWH GHRVHELW GH HILFLHQW  SHQWUX PRGLILFDUHD S UHULORU SH FDUH

cineva la poate avea despre o proEOHP

 VDX DOWD GDU FRPSDUDWLY FX IRU D VDX DXWRULWDWHD HVWH PDL

SX LQ HILFLHQW  vQ VFKLPEDUHD FRPSRUWDPHQWHORU 'H H[HPSOX GDF  DP FRQYLQV SH FLQHYD GH
XWLOLWDWHDFHQWXULLGHVLJXUDQ

DVWDQXvQVHDPQ F UHVSHFWLYXORYDLIRORVLVDXGDF DPUHXLWV

O FRQYLQJHP GH QRFLYLWDWHD WXWXQXOXL DVWD QX vQVHDPQ  F  VH YD ODV  GH IXPDW /RJLFD IDSWHORU
QHILLQGvQPRGQHFHVDUDFHHDDLGHLORUSHUVXDVLXQHDDUHLHDOLPLWHOHHL

1H YRP UHIHUL vQ FRQWLQXDUH OD FkWHYD WHRULL DVXSUD VFKLPE ULORU GH DWLWXGLQH SUHFXP L
DVXSUDIDFWRULORUFHDUSXWHDV DLE RDQXPLW YDORDUHGHSUHGLF LHDVXSUDVFKLPE ULORUFHDXORFOD
QLYHOXOGLQDPLFLLLQWHUQHLH[WHUQHDVLVWHPXOXLDWLWXGLQDO
 3HQWUX +RYODQG -HQLV L .HOOH\ OHJLOH VFKLPE UL

7HRULL GH LQVSLUD LH EHKDYLRULVW

DWLWXGLQH VXQW LGHQWLFH FX FHOH DOH vQY

lor de
-

ULL &HUFHW WRULL DPLQWL L SXQ DFFHQWXO SH VFKHPD VWLPXO

U VSXQV 2 FRPXQLFDUH SHUVXDVLY  VWLPXO SRDWH V  SURYRDFH XQ SURFHV GH vQY

DUH FH VH WUDGXFH

SULQGREkQGLUHDXQHLQRLDWLWXGLQLU VSXQV2SLQLDXQXLVXELHFWDUHWHQGLQ DGHDSHUVLVWDDWkWDWLPS

FkWR QRX vQY

DUHvQF QXHVWHGHFODQDW 3HQWUXFDRRSLQLH V vQORFXLDVF DOWDODDFHODLLQGLYLG

HVWH

FD

QHFHVDU

RSLQLD

deziderabilitateaVRFLDO

-L

DSDU 

DFHVWXLD

UHQWDELO .

Rentabilitatea

depinde

de

DVXELHFWXOXLUHVSHFWLY&XFkWRRSLQLHvLYDVHUYLODRDILUPDUHFRQIRUP 

FX DWLWXGLQLOH JUXSXOXL V X FX DWkW HD YD SURYRFD DWDDPHQWXO VXELHFWXOXL 0RGLILFkQGX L RSLQLD

subiectul SO

WHWH FRWL]D LD VD SVLKLF

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UHFXQRVFXWvQJUXS+RYODQGSUHFL]HD] F VFKLPEDUHDGHDWLWXGLQHSUHVXSXQHRVFKLPEDUHGHRSLQLL

legate de aceste atitudini.

GH)+HLGHU7HRUHWLFLHQLL SVLKRORJLHLFRJQLWLYHVXJHUHD]  F 

7HRULDHFKLOLEUXOXL HODERUDW

modul obiQXLWGHJkQGLUHLQIOXHQ HD]

VHQWLPHQWHOH+HLGHUFRQVLGHU F LQGLYL]LLDXWHQGLQ DGH

D RUJDQL]D SHUFHS LD RELHFWHORU L SHUVRDQHORU vQ

XQLW L 1RL DYHP WHQGLQ D GH D FRQVLGHUD F 

oamenii ce compun aceste XQLW L DU WUHEXL V  ILH OHJD L vQWUH HL Srin sentimente pozitive. Heider
VSXQHF H[LVW XQechilibru cognitivDWXQFLFkQGHOHPHQWHOHXQHLXQLW LVXQWOHJDWHSULQVHQWLPHQWH
VDX DWLWXGLQL SR]LWLYH &kQG DSDUH XQ GH]HFKLOLEUX WHQGLQ D VSRQWDQ  HVWH GH D DGXFH UHOD LLOH OD R

stare de echilibru. THRULDHFKLOLEUXOXLSRVWXOHD]

H[LVWHQ DXQHLFRHUHQ HFRJQLWLYHvQWUHFXQRWLQ HOH

XQXL LQGLYLG L VHQWLPHQWHOH VDOH 'H]HFKLOLEUXO DWLWXGLQLORU vO PRELOL]HD]  OD VFKLPEDUH L OD

restabilirea unui echilibru pozitiv.

7HRULD GLVRQDQ HL FRJQLWLYH

. Aceasta estH HODERUDW

 GH / )HVWLQJHU SHQWUX D GHVHPQD

LQGLVSR]L LDSVLKLF  GDWRUDW IDSWXOXLSDUWDM ULL vQWUHGRX VDX PDLPXOWHLGHLFRQWUDGLFWRULL6LOODP\

UH]XP  vQ IHOXO XUP WRU WHRULD OXL )HVWLQJHU

2PXO DUH QHYRLH GH FRHUHQ

 ORJLF  L GH DUPRQLH

DIHFWLY  6H vQWkPSO  vQV  FD DFHDVW  DUPRQLH V  ILH SHUWXUEDW  GH HYHQLPHQWH QHDWHSWDWH 8QXO
GLQWUH SULHWHQLL PHL GH H[HPSOX P UWXULVHWH GHRGDW  vQ SXEOLF RSLQLL SROLWLFH FRQWUDUH DFHORUD SH
FDUH OH SURIHVH] HX 3HQWUX D UHGXFH DFHDVW 

GLVRQDQ , va trebui V  UHFXUJ OD XQ DOW HOHPHQW FDUH

-PL UHJ VHVF HFKLOLEUXO LQWHULRU $ SXWHD GH SLOG  V 
UHVSLQJ LQIRUPD LD SULPLW  QX FUHG F  L-DU SXWHD WU GD LGHLOH VDX V -L PLQLPDOL]H] LPSRUWDQ D
(vL YD GD UHSHGH VHDPD GH JUHHDOD I FXW  $ SXWHD GH DVHPHQHD V  R UXS FX SULHWHQXO PHX
FHHDFHvQVHDPQ RWUDQVIRUPDUHvQDQWXUDMXOPHXVDXV -PLPRGLILFHXvQVXPLSR]L LDDGRSWkQGR
DOW RSLQLH.
2 VHULH GH VLWXD LL IXQGDPHQWDOH SRW V  FUHH]H GLVRQDQ  OD XQ LQGLYLG luarea deciziei,
P  YD DMXWD V  GHS HVF FRQWUDGLF LD L V

VXSXQHUHD IRU DW  H[SXQHUHD YROXQWDU  VDX LQYROXQWDU  D XQHL LQIRUPD LL GLVRQDQWH UHDOL]DUHD XQXL
HIRUWVODEUHFRPSHQVDWLvQVIkULWGH]DFRUGXOFXDOWFLQHYD
&DLHOHYLLV L)HVWLQJHUG RVHULHGHH[HPSOHH[SHULPHQWDOH/XDUHDGHFL]LHLGHDFXPS UD
R PDLQ 

- GH SLOG  - DQWUHQHD]

 XQ FRQIOLFW vQWUH PDL PXOWH DOWHUQDWLYH

FXPS UDUH)HVWLQJHUHVWLPHD] F DFHVWFRQIOLFWDSDUHPDLFXUkQGGXS

F  DOHJHUHD QRDVWU  D HOLPLQDW SRVLELOLW

naintea actului de

FXPS UDUHDWXQFLFkQGWLP

LOH DQWHULRDUH L F  PDLQD FXPS UDW  SUH]LQW  QXPHURDVH

LQFRQYHQLHQWH 7HRULD OXL )HVWLQJHU SRVWXOHD] IDSWXO F  vQ DFHDVW  vPSUHMXUDUH VXELHFWXO YD vQFHUFD
V  UHGXF  GLVRQDQ D PLQLPDOL]kQG DVSHFWHOH SR]LWLYH DOH DOWHUQDWLYHL UHVSLQVH L DVSHFWHOH QHJDWLYH

alH DOWHUQDWLYHL DOHVH PD[LPL]kQG DVSHFWHOH QHJDWLYH DOH DOWHUQDWLYHL UHVSLQVH L DVSHFWHOH SR]LWLYH
ale alternativei alese.
QFHHDFHSULYHWHIDFWRULLGHVFKLPEDUHSXWHPIDFHGLVWLQF LDvQWUH IDFWRULH[WHUQL LIDFWRUL

interni:
1. Factori interni:
Asimilare - contrast. - Se poate constata o mare dificultate n schimbarea atitudinilor
H[WUHPLVWHDOHXQXLLQGLYLG(VWHQHFHVDU LQYHVWLUHDXQHLPDULXQLW LGHWLPSSHQWUXDconverti pe
FLQHYDFDUHSUREHD] FRQYLQJHULSXWHUQLFHDIODWHODED]DXQRURSLQLLHxtreme.

3RWULYLW OXL 0 6KHULI L & +RYODQG SR]L LD XQXL VXELHFW FX SULYLUH OD R RSLQLH FRQVWLWXLH R

DQFRU  LQWHULRDU

 XQ SXQFW GH UHIHULQ

 LPSRUWDQW vQDSUHFLHUHD FRPXQLF ULLH[WHULRDUH FH VH YUHD

SHUVXDVLY 6HFRQVWDW F IRU DDQJDMDPHQWXOXLID

GHRSLQLDUHVSHFWLY SURGXFH HIHFWHGHDQFRU

IRDUWH DFFHQWXDWH 3RWULYLW DXWRULORU DPLQWL L FRQWLQXLWDWHD DWLWXGLQDO  VH vPSDUWH vQ WUHL UHJLXQL

latitudinea de acceptare HVWH UHJLXQHD GH FRQWLQXLWDWH FH FRQ LQH SR]L LD VXELHFWXOXL L SR]L LLOH
nvecinate care i sunt acceptabile sau tolerabile; latitudinea de respingere FRQ LQH WRDWH SR]L LLOH
LQDFFHSWDELOHSHQWUXVXELHFWvQWUHDFHVWHGRX UHJLXQLVHDIO  latitudinea de neutralitateFRQ LQkQG
SR]L LLOH FH QX VXQW QLFL DFFHSWDELOH L QLFL LQDFFHStabile. Frontierele ntre aceste trei regiuni sunt
GHWHUPLQDWHGHQLYHOXOGHDQJDMDUHID

GHRSLQLDUHVSHFWLY 

'DF  VFKLPEXO GH RSLQLL VH VXSUDSXQH FX

DQFRUD LQWHUQ  D VXELHFWXOXL VH FRQVWDW

latitudinea de acceptare VDX VH VLWXHD]

 vQ

 XQ HIHFW GH DVLPLODUH 6XELHFWXO HVWH LQIOXHQ DW GH PHVDM

LDU SR]L LD VD VH GHSODVHD]  vQ VHQVXO VFKLPEXOXL GH RSLQLL 'DF  DFHVWD vQV  VH VXSUDSXQH FX

latitudinea de respingereVHFRQVWDW XQHIHFWGHFRQWUDVW'LIHUHQ HOHSHUFHSXWHYRUDS UHDLPDL

mari iar mesajXOU PkQHFDGXFvQW ULQGPDLGHJUDE FRQYLQJHULOHDQWHULRDUHDOHVXELHFWXOXL
2. &RQVLVWHQ D VLVWHPXOXL GH DWLWXGLQL. - Un sistem de atitudini este consistent atunci cnd
FHOH WUHL FRPSRQHQWH DOH DWLWXGLQLL FRJQLWLY  DIHFWLY  FRQDWLY  VXQW FRQYHUJHQWH n raport cu
VLWXD LD GDW  &X FkW FRPSRQHQWHOH UHVSHFWLYH YRU IL vQ FRQIOLFW FX DWkW DWLWXGLQHD YD IL PDL SX LQ
FRQVLVWHQW &XFkWDWLWXGLQHDYDILPDLFRQVLVWHQW FXDWkWYDILPDLGLILFLOGHVFKLPEDW6FKLPEDUHD
HVWHPDLXRUGHUHDOL]DWvQFD]XOXQH

i atitudini inconstante.
3. &RQVRQDQ DVLVWHPXOXLGHDWLWXGLQL. -$FHDVWDUHSUH]LQW

GHIDSWWHQGLQ DVSUHKRPHRVWD]LH

D VLVWHPXOXL DPLQWLW $WLWXGLQLOH VXQW LQWHUGHSHQGHQWH L DX WHQGLQ D GH D F XWD R VWDUH UHFLSURF  GH
DUPRQLH FH RIHU  VXELHFWXOXL XQ DQX

mit confort intern. Compatibilitatea ntre atitudinile unui

VXELHFWJDUDQWHD] FRQVRQDQ DVDLQWHUQ $FHDVW WHQGLQ

GHF XWDUHDFRQVRQDQ HLSRDWHILRIUkQ 

vQ VFKLPEDUH GHRDUHFH VXELHFWXO YD SUHIHUD V  PHQ LQ  R VWDUH GH HFKLOLEUX FDUH V
SX LQ SHQWUX R DQXPLW  SHULRDG  'LQFROR GH XQ DQXPLW SUDJ GH GLVRQDQ

-O VDWLVIDF cel

-L

 LQGLYLGXO FDXW  V

UH]ROYH FRQWUDGLF LD LQWHUQ  DD FXP DP DU WDW PDL VXV ILH PRGLILFkQGX L FRPSRUWDPHQWXO ILH

UD LRQDOL]kQGX LVWDUHDVDVXIOHWHDVF 

4. Utilitatea funF LRQDO

 D DWLWXGLQLORU

. -

([LVWHQ D XQXL VLVWHP GH DWLWXGLQL VSHFLILFH

FRQVWLWXLH vQ PDUH SDUWH XQ U VSXQV DGDSWDWLY OD PXOWLSOHOH SUHVLXQL DOH PHGLXOXL SH WRW SDUFXUVXO
YLH LL $WLWXGLQLOH UHSUH]LQW  XQ SXQFW GH SOHFDUH SHQWUX VDWLVIDFHUHD WUHEXLQ HORU

Contextul poate

HYROXD LDU DQXPLWH DWLWXGLQL GHYLQ QHIXQF LRQDOH &KLDU GDF  DX GHYHQLW LQXWLOH HOH SRW IL SXWHUQLF
DQFRUDWH vQ FRPSRUWDPHQWXO LQGLYLGXOXL $QXPLWH SHUVRDQH FX JUDG ULGLFDW GH VWUHV L LQFHUWLWXGLQH
DX SXWXW S VWUD XOWHULRU R DWLWXGLQH GH QHvQFUHGHUH FKLDU GDF  QRXOFRQWH[WQ

-o mai justifica. Atunci

FkQG VH GRUHWH PRGLILFDUHD DWLWXGLQLL FXLYD H[LVW  ULVFXO GH D DPHQLQ D XQ U VSXQV GH DGDSWDUH
GREkQGLWFXSUH XOXQRUPDULHIRUWXULLQXPHURDVHVDFULILFLL&RQFRPLWHQWYDWUHEXLLQYHVWLW PXOW 
HQHUJLH SHQWUX UHFUHDUHD XQXL QRX HFKLOLEUX &X FkW R DWLWXGLQH HVWH PDL IXQF LRQDO  vQ UDSRUW FX
PHGLXO V X DFWXDO FX DWkW HVWH PDL GLILFLO GH PRGLILFDW 2 DVWIHO GH PRGLILFDUH DU vQVHPQD

abandonarea tuturor beneficiilor adaptative actuale pentru a LQWUDvQFRQIOLFWDILVXSXVVWUHVXOXLLD

ILWD[DWFDGHYLDQWGHFHLDSURSLD L

Factori externi
1. &UHGLELOLWDWHD L RULJLQHD PHVDMHORU. - +RYODQG L FRODERUDWRULL V L DX GHPRQVWUDW F 
VFKLPEDUHD RSLQLLORU HVWH FX DWkW PDL DPSO  FX FkW sursa are o putHUQLF  FUHGLELOLWDWH
&UHGLELOLWDWHD XQHL VXUVH GHSLQGH GH vQFUHGHUHD SH FDUH R LQVSLU  UHFHSWRUXOXL 6XUVD DUH PDL PDUH
LQIOXHQ

 GDF  GLQ SOHFDUH HD H[SULP  RSLQLL vPS UW LWH GH DXGLWRULX &X FkW R VXUV  VROLFLW 

schimbarea unei opinii extreme, cu att HD YDILVXVFHSWLELO

 V RE LQ DFHDVW VFKLPEDUH7RWRGDW 

DWXQFL FkQG SR]L LLOH UHFHSWRULORU GHYLQ IRDUWH vQGHS UWDWH LQIOXHQ D VXUVHL VH GLPLQXHD]  PDL DOHV
GDF  HD VH EXFXU  GH R FUHGLELOLWDWH DSUR[LPDWLY  &RPSHWHQ D VXUVHL GHWHUPLQ  vQ PDUH SDUWH
LQIOXHQ DVDvQV DFHDVW FRPSHWHQ

GHSLQGHPDLSX LQGHFHOFHRHPLWHFkWPDLDOHVGHUHFHSWRU

2 ,PSRUWDQ D PHVDMXOXL. - A modifica atitudinile unui individ sau a unui grup cu ajutorul
SHUVXDVLXQLL SUHVXSXQH DOHJHUHD SHUWLQHQW  D PLMORDFHORU DGHFYDWe pentru atingerea obiectivului.
$QXPLWH PLMORDFH GH FRPXQLFDUH SRW V  DLE  R LQIOXHQ

interlocutorul vizat.

 SR]LWLY  QHJDWLY  VDX QXO  vQ IXQF LH GH

'H H[HPSOX GDF  VH XWLOL]HD]  XQ OLPEDM SUH LRV L XQ YRFDEXODU VRILVWLFDW vQ FRPXQLFDUHD
FX DQXPL L RDPHQL I U  R FXOWXU  GHRVHELW  H[LVW  ULVFXO GH D QX DYHD DVXSUD ORU HIHFWXO VFRQWDW
7UHEXLHDFRUGDW RDWHQ LHDSDUWHVSXQH3%RXUGLHXGLVWLQF LHLGLQWUH

a vorbiLa spune.
i imaginea lor

1X UDUHRUL SURIHVRULL LQIOXHQ HD]  VWXGHQ LL PDL DOHV SULQ FRPSRUWDPHQWXO
GHFkWSULQFRQ LQXWXOGLVFXUVXOXL

'DF  XQ PDQDJHU GHFLGH vQ PRG DXWRULWDU V  DSOLFH PHWRGH SDUWLFLSDWLYH QH SXWHP vQGRL GH
UH]XOWDWHOH SH FDUH OH YD RE LQH GH OD VXERUGRQD LL V L 2DPHQLL GH UHJXO  GHFRGLILF  PHVDMXO
SULYLOHJLLQGFRQ LQXW

ul implicit pertinent din punctul lor de vedere.

2 vQWUHDJ  OLWHUDWXU  GH VSHFLDOLWDWH VH RFXS  GH FRQVWUXF LD PHVDMXOXL

. Se pune ntrebarea:

SHQWUX D FRQYLQJH L LQIOXHQ D SH DOWFLQHYD V

-L PRGLILFH DWLWXGLQLOH HVWH PDL ELQH V  SODV P

argumentele principDOHODvQFHSXWODPLMORFXOVDXODVIkULWXOLQWHUYHQ LHL"
- 3RWULYLW RSLQLHL OXL :- 0F*XLUH WUHEXLH V  SODV P OD vQFHSXW DUJXPHQWHOH SXWHUQLFH
VXVFHSWLELOH V  SODF  DXGLWRULXOXL $FHVWHD YRU WUHEXL V  FDSWH]H DWHQ LD SXEOLFXOXL L V -O IDF 
favorabil asFXOW ULLvQFRQWLQXDUH
1XPHURDVHOXFU ULVHLQWHUHVHD] GHRUGLQHDLQWHUYHQ LLORUvQWU-o dezbatere contradictorie. Se
YRUEHWH GH efectul de prioritate vQ VHQVXO LQIOXHQ HL GHFLVLYH UHDOL]DW  GH SULPXO YRUELWRU DVXSUD
auditorului. Efectul de noutate sH UHIHU  OD LQIOXHQ D GHFLVLY  D XOWLPXOXL LQWHUORFXWRU &DUH HVWH
efectul cel mai important: prioritatea sau noutatea? Depinde de cel ce transmite mesajul. n epoca
VD $ULVWRWHO SUHIHUD V  YRUEHDVF  SULPXOFXQRVFkQG LPSDFWXOLPSUHVLHL LQL LDOHL GLILFultatea de a
RWHUJHLDVW ]LIRORVLPH[SUHVLDSULPDLPSUHVLHFRQWHD] .
- +RYHODQGLFRODERUDWRULLDXLQVLVWDW DVXSUDSUREOHPHLGDF HVWHSUHIHUDELOV UHVSLQJHP
DUJXPHQWHOH FH DU SXWHD DS UHD VSRQWDQ vQWU-R GLVFX LH FRQWUDGLFWRULH VDXGLPSRWULY  HVWH mai bine
V  OH LJQRU P (O DMXQJH OD FRQFOX]LD F  WRWXO GHSLQGH GH WLSXO GH DXGLWRULX $WXQFL FkQG DYHP vQ
ID

 XQ DXGLWRULX GHMD FRQYLQV GH LGHHD FH XUPHD]  V  ILH WUDQVPLV  HYRFDUHD DUJXPHQWHORU

contradictorii ar fi mpotriva obiectivului propus, provoFkQG

R vQGRLDO  FH QX H[LVWD LQL LDO

$UJXPHQWHOHFRQWUDGLFWRULLVHUYHVFvQV jDSSULRYRLVHUSHFHLFHQXVXQWGHDFRUGFXPHVDMXO

1XPHURL FHUFHW WRUL V

-au ocupat de concluzia mesajului persuasiv. Se pune ntrebarea:

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prealaELO

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titudini dorite.
Tonalitatea mesajului a fost la rndul ei obiectul a numeroase studii. Aristotel distinge trei
tipuri de mesaje: etic, bazat pe personalitatea oratorului, pateticFHVXVFLW HPRWLYLWDWHDDXGLWRULXOXL
L logic ED]DW SH UD LRQDPHQW $VW ]L VH YRUEHWH PDL DOHV GH HILFDFLWDWHD UHODWLY  D DWUDF LHL
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FRQ LQXWXO SHUVXDVLY VWULFW ORJLF HVWH JUHX DFFHVLELO DXGLWRULXOXL GH FRQGL LH FXOWXUDO  PLMORFLH

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3. 7HDPD L DQ[LHWDWHD FD PLMORF GH VFKLPEDUH. - Care este nivelul de anxietate optimal ce
WUHEXLH LQGXV SHQWUX D SURYRFD R VFKLPEDUH GH DWLWXGLQH" 'DF  QLYHOXO GH DQ[LHWDWH HVWH VF ]XW

acestaQXYDUHXLV decristalizezeDWLWXGLQHD'DF

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sau negnd faptele. ntr-R

H[SHULHQ

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GLILFXOW

L 6WUHVXO SRDWH EORFD SH FLQHYD GDU HO VH SRDWH GRYHGL XQHRUL XWLO SHQWUX GHS LUHD XQXL

SUDJ GH FRQIRUW SVLKLF LQGLVSHQVDELO  SHQWUX VFKLPEDUHD XQHL DWLWXGLQL 'DF  LQWHOLJHQ D vL IDFH SH
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stima de sine.

2DPHQLL FDUH VH vQGRLHVF GH PRGXO ORU GH D DF LRQD DX WHQGLQ D V  DFFHSWH DWLWXGLQLOH SH FDUH OH
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