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Behaviour, Attitudes, & Persuasion:Lecture #4 topics
How we measure attitudes
Persuasion by communication
Persuasion by our own actions
Measuring attitudes
(my nephew, Zachary)
Measuring attitudes
attitude:
positive, negative, or mixed reactions to people, objects or ideas
attitude formation is _________ & often _________
attitudes let us judge quickly without much thought
Measuring attitudes
self-report measures:
agreement with statements using multiple-point scales
question _________ may bias responses vulnerable to social desirability biases
one solution: _________
Measuring attitudes
Implicit Association Test (IAT):
taps implicit (_________) attitudes we hold
reaction time test measuring how quickly you associate different concepts with “_________” and “_________”
Measuring attitudes
GOOD(press ‘e’)
BAD(press ‘i’)
Measuring attitudes
GOOD(press ‘e’)
BAD(press ‘i’)
Linking attitudes & behaviour
attitudes predict behaviour when:
attitudes _________ correspond to the behaviour
attitudes are _________
strong attitudes develop through: _________ _________ _________
Persuasion by communication
Persuasion by communication
dual-process model of persuasion (Petty & Cacioppo, 1986):
PERSUASIVE MESSAGE
CENTRAL ROUTE _________ focus on _________ of arguments
PERIPHERAL ROUTE focus on _________ cues reliance on _________
Persuasion by communication
“The receptive ability of the masses is very limited,
their understanding small; on the other hand, they
have a great power of forgetting.”
—Adolf Hitler
Persuasion by communication
source speaks well
important message we care about the
information
source speaks too fast
unimportant message we’re not interested in
the information
ROUTE SELECTION
_________ ROUTE _________ ROUTE
Persuasion by communication
a good source is:
_________ similar to the audience physically attractive (Chaiken, 1979)
_________ competent (smart, well-spoken, has credentials) trustworthy (honest)
Persuasion by communication
WOULD YOU BUY A PRODUCT ENDORSED BY BRITNEY SPEARS?
soft drinks roller skates milk cameras
Persuasion by communication
the sleeper effect:
when a message from a _________ source _________ in persuasiveness over time
you immediately _________ the message, but then you eventually _________ the message from the source
Persuasion by communication
3 factors influencing message impact:
message length _________ messages seem more valid &
factual
presentation order primacy vs. recency effects
which is better? it depends on _________ (Miller & Campbell, 1959).
Persuasion by communication
Miller & Campbell (1959):
GROUP 1
message 1
message 2
(1 week)
decision
_________ EFFECT
GROUP 2
message 1
(1 week)
message 2
decision
_________ EFFECT
Persuasion by communication
message discrepancy
extreme vs. cautious positions? _________ discrepancy is necessary for
persuasion to occur
Persuasion by communication
(courtesy: Cancer Institute NSW, Australia)
FEAR APPEALS
http://www.youtube.com/watch?v=80fux1DE1kQ&mode=related&search=
Persuasion by communication
Persuasion by communication
fear appeals ARE persuasive:
they feed on our vulnerabilities by grabbing our attention with graphic images
…but they only work if they _________ about how to cope with the danger
Persuasion by communication
positive emotions are also persuasive:
good moods cognitively _________ us
they activate the “lazy” _________ route to attitude change
we are motivated to maintain our good moods so we don’t think too critically about anything
Persuasion by communication
HOW DO WE RESIST PERSUASION?
attitude inoculation: exposure to _________ opinions reinforces
existing attitudes e.g., Freedman & Sears (1965) “driving” study
psychological reactance: motivation to protect our ability to think, act, &
feel _________ triggered when someone tries to _________
us
Persuasion by our own actions
Patty Hearst Phil Zimbardo
ROLE PLAYING
Persuasion by our own actions
foot-in-the-door phenomenon: compliance with a _________ request after
agreeing to a _________ one e.g., Freedman & Fraser (1966) “drive carefully” study
low-ball technique: committing to a superficially attractive
proposition before hidden costs are revealed popular with _________
Persuasion by our own actions
cognitive dissonance theory (Festinger, 1957):
_________ state of _________ resulting from attitude-behaviour _________
occurs when attitude-discrepant behaviour is committed: _________ _________
Persuasion by our own actions
REDUCING DISSONANCE:
STRATEGY EXAMPLE
Change perception of behaviour “I didn’t eat a LOT of ice cream”
Add consonant cognitions “Ice cream is a good source of calcium”
Minimize importance of conflict “Life’s too short to worry about weight”
Reduce perceived choice “The ice cream would have gone bad”
Change attitude to match behaviour
“I don’t need to be on a diet anyway”
Persuasion by our own actions
Festinger & Carlsmith (1959): Justifying our actions
HIGH
LOWNo Lie $20 Lie $1 Lie
Condition
En
joym
ent
of
stu
dy
Persuasion by our own actions
Aronson & Mills (1959): Justifying our effort
HIGH
LOWNo Initiation Mild Initiation Severe Initiation
Condition
Lik
ing
of
dis
cuss
ion
gro
up
Persuasion by our own actions
George: handsome brings me flowers chews with mouth open
Justifying our choices
Brad: handsome funny pessimistic
Persuasion by our own actions
Brehm (1956): Justifying our choices
HIGH
LOW
Toaster Radio Toaster Radio
Pro
du
ct r
atin
gs
PRE-CHOICE RATINGS POST-CHOICE RATINGS
Persuasion by our own actions
ALTERNATIVE EXPLANATIONS FOR
DISSONANCE EFFECTS
self-perception theory (Bem, 1965):
inference of attitudes through _________ attitude change is “_________” process evidence: neutral observers who read Festinger
& Carlsmith’s procedure generated _________ results as original participants
Persuasion by our own actions
self-esteem theory (Aronson, 1999): dissonance threatens our _________ self-
concepts, leading to _________ self-esteem
_________ self-esteem leads to attitude change
self-affirmation theory (Steele, 1988):
self-affirmation: reminders of our _________ if dissonance threatens our self-concepts, self-
affirmation should _________ attitude change
Persuasion by our own actions
Steele, Spencer, & Lynch (1993): Justifying our choices
HIGH
LOW
CD1 CD2 CD1 CD2
Po
st-c
ho
ice
CD
rat
ing
s
EGO AFFIRMED EGO THREATENED