Psychological egoism of Hobbes versus Ethical egoism of Ayn Rand

Rand defines altruism as the view that “Any action taken for the benefit of others is good, and any action taken for one’s own benefit is evil”. Thus, the beneficiary of an action is the only criterion of moral value—and so long as the beneficiary is anybody other than oneself, anything goes. The ethics of […]


Thomas Hobbes Psychological Egoism

Psychological egoism is the position that we always do that act that we perceive to be in our own best self-interest. That is, we have no choice but to be selfish. We cannot be motivated by anything other than what we believe will promote our interests. I always try to promote my self-interest, and you […]

Role of Persuasive Communication in Attitude Change

To what extent, Persuasive communication can help in attitude change. Discuss throwing light on concepts of authoritarianism and dogmatism in relation to persuasive communications.

What is Persuasion? – Meaning & Components of Persuassion

Persuasion is a fact that represents the intersection of social thinking and social influence of everyday life. Persuaders try to influence our beliefs and attitudes for e.g.: we will vote for them, buy their products, do them favours, or otherwise behave as they want us to. The Communicator Communication is key to effective persuasion. People are […]

Theories of Attitude Organization

Various theories of attitude organization are as follows: Learning Theory: Approach that assumes that a person’s attitudes are based on principles of reinforcement association, imitation and punishment. Theory of Cognitive consistency: This theory states that tendency for people to seek consistency among their attitudes. Balance theory: A Theory addressing the need to maintain consistency among […]