SOCIAL PSYCHOLOGY:

Is the study of how’s peoples thoughts, feelings and

actions are affected by others. Social psychologists
consider the nature and causes of individual behavior in
social situations.
The broad scope of social psychology is conveyed by the
kinds of questions social psychologists ask, how can we
convince people to change their attitude or to adopt new
ideas and values.

ATTITUDE:
Learned predispositions to respond in a favorable or
favorable manner to particular person, behavior, belief or
thing.
Our attitude is not only restricted towards the consumer
products but we tend to develop different attitude
towards different peoples or issues. Attitude is a learning
process it can be change with the passage of the time.
ABC MODEL OF ATTITUDE:
Affect component encompasses our positive or negative
emotions about something – how we feel about it.
Behavior component consists of predisposition or
intention to act in a particular manner that is relevant to
our attitude
Cognition component refers to the belief and thoughts we
hold about the object of our attitude.

PERSUASION:
It can be defined as changing the attitude .Change the
attitude of the people in order to motivate them towards
a product or belief.
It is mostly use in the field of marketing like celebrities
are used for the endorsement of the different products,
so that people can be motivated towards that product, it
plays huge role in persuading people.

FACTORS AFFECTING PERSUASION:

Factors that affect persuasion are as follows.

MESSAGE SOURCE:
The individual who delivers the message is known as the
attitude communicator, has a major impact on the
effectiveness of that message. Communicator, who are
both physically and socially attractive seem to be more
effective to produce greater attitude change. Moreover,
the expertise and trustworthiness of the communicator
are related to the impact of a message. For example if a
person who is giving the message that smoking is
injurious to health but he himself smoke in order to relax
so the effectiveness of that message will not be big
enough to persuade people.

CHARACTERISTICS OF THE MESSAGE:

It is not just who delivers the message but what the
message is like that affects attitude and behavior change.
Messages are of two kind one sided argument message,
in which only the communicators perspective is
mentioned like they are only addressing the positive
traits of their product not mentioning the negative
aspect. Other one is in which both positive and negative
attributes of the product is mentioned which is more
effected in persuading people because they are assure
that manufacturers are saying true to sell their products.

CHARACTERISTICS OF THE TARGET:

The characteristics of the target determines whether the
message will be accepted or not. Characteristics of the
target is what qualities are posses by the target
audience. It is hard to persuade intelligent people
towards the product because they use their reasoning
power against the viewpoints of the communicator and it
is more likely if the communicators view point is weaker it
will be rejected. Some gender differences are also seem
to be exist as many of the social psychologists describe
that female are easy to be persuaded than men when
they have less knowledge about the product. However,
the magnitude of the difference between is not large.
Social psychologists have discovered two primary
information processing routes which are as follows.

CENTRAL- ROUTE PROCESSING:

Occurs when the recipient thoughtfully considers the
issues and arguments involved in persuasion.

PHERIPHERAL – ROUTE PROCESSING:

Occurs when people are persuade on the basis of factors
unrelated to the nature or quality of the content of a
persuasive message. Instead, they are influenced by the
factors that are irrelevant or extraneous to the attitude
topic or issue, such as who is providing the message or
how long the arguments are.
LINK BETWEEN ATTITUDE AND
BEHAVIOR:
Attitudes influence behavior, the link between the
attitude and behavior varies, of course, but generally
people strive for consistency between their attitude and
their behavior.

COGNITVE DISSONANCE:
Occurs when a person holds two attitude or thoughts
that are contradict with each other. For example , a
smoker who knows that smoking leads to lung cancer
holds two contradictory attitude one is to some and other
one is that it causes lung cancer.

COGNITIVE DISSONANCE IN BUSINESS:

A person high level of organizational commitment might
conflict with that person’s commitment to family
members.

WORK - RELATED ATTITUDES:

JOB SATISFACTION:
Positive attitude towards ones job os called job
satisfaction .People experience this attitude when work
matches with their needs and interests.
 ORGANIZATIONAL COMMITMENT:
Another important attitude is organizational commitment,
which is loyalty to end heavy involvement in the
organization.

HOW ATTITUDE WORKS IN HUMAN

RESOURCES:
There is a difference of attitude of an employee and the
organization for example employee attitude towards
choice and self realization is the opportunity to choose
jobs or environment s where he can fully display his
abilities where as organizations attitudes is that people
should be able to show initiative and produce results
when they are with position that suit their abilities.

HOW ATTITUDE WORKS IN MARKETING:

Company makes questionare and do surveys in order to
know the attitude of people what they like? And dislike in
order to know their behavior and to motivate them
towards their products.