Social Psychology II: Social Psychology II: Justifying our ActionsJustifying our Actions

Lecture 17Lecture 17

4/12/044/12/04

Movie clipsMovie clips

Raising ArizonaRaising Arizona FriendsFriends

Why?Why?

Those who signed the poster AND Those who signed the poster AND were made conscious of how long were made conscious of how long they showeredthey showered Took the shortest showersTook the shortest showers

Hypocrisy: Their attitudes and Hypocrisy: Their attitudes and actions don’t coincideactions don’t coincide TENSIONTENSION

Enter theory…Enter theory…Cognitive DissonanceCognitive Dissonance ( (Memory aid: “Thoughts out Memory aid: “Thoughts out

of tune”)of tune”)

State of State of tensiontension when an individual holds 2 when an individual holds 2

cognitions (attitudes, beliefs, opinions) that are cognitions (attitudes, beliefs, opinions) that are

inconsistentinconsistent. .

confusion, upset, nervous/anxious confusion, upset, nervous/anxious

physiology of our bodies changes: HR, BP, sweaty physiology of our bodies changes: HR, BP, sweaty

handshands

Cognitive DissonanceCognitive Dissonance

E.g. Smoking with the Surgeon E.g. Smoking with the Surgeon GeneralGeneral Cognition A: “I smoke cigarettes”Cognition A: “I smoke cigarettes”

Cognition B: “Smoking causes Cancer”Cognition B: “Smoking causes Cancer”

Does this apply to you?Does this apply to you? Have you ever made a difficult Have you ever made a difficult

decision?decision?

Have you ever had to say something Have you ever had to say something contrary to your attitudes or opinions?contrary to your attitudes or opinions?

Have you ever been persuaded to Have you ever been persuaded to change an attitude you thought was change an attitude you thought was near & dear to you?near & dear to you?

What to do with an unpleasant What to do with an unpleasant feelingfeeling

Anyone hungry?Anyone hungry? Cognitive discomfort // Physiological Cognitive discomfort // Physiological

discomfortdiscomfortTension ReductionTension Reduction

Give up smoking? Give up smoking? Not so fast…man is not so rationalNot so fast…man is not so rational Motivated to Motivated to BELIEVEBELIEVE we’re right rather than we’re right rather than BEBE

rightright

A Method To Our MadnessA Method To Our Madness

Nonsensical behavior justify our Nonsensical behavior justify our actions, beliefs and feelingsactions, beliefs and feelings

1.1. Make thought ConsonantMake thought Consonant I do not smokeI do not smoke

2.2. Make light of evidenceMake light of evidence Inconclusive evidenceInconclusive evidence

3.3. Add consonant CognitionsAdd consonant Cognitions May lead a shorter life, but more enjoyable May lead a shorter life, but more enjoyable

oneone

Reducing Dissonance after Reducing Dissonance after bingingbinging

The End of the World…The End of the World… On a particular date… redemptionOn a particular date… redemption What happens upon failure of What happens upon failure of

prophecy?prophecy? Disbanding in disillusion?Disbanding in disillusion? Strengthening of convictionStrengthening of conviction

Mrs. Keech & Seekers of TruthMrs. Keech & Seekers of Truth

Spiritual messages from the Spiritual messages from the “Guardians”“Guardians”

““automatic writing” = belief systemautomatic writing” = belief system Great impending disaster!Great impending disaster!

A flood would engulf the worldA flood would engulf the world But, all who believed…But, all who believed…

Spacemen would arriveSpacemen would arrive Remove all metal, memorize Remove all metal, memorize

passwords:passwords: ““I left my hat at home”; “I am my own I left my hat at home”; “I am my own

porter”porter” Rid personal belongings, quit jobsRid personal belongings, quit jobs

Note: 2 significant Note: 2 significant observationsobservations

1.1. HIGH CommitmentHIGH CommitmentDespite opposition of friends, family…Despite opposition of friends, family…

2.2. InactionInaction No recruitment effortsNo recruitment efforts Media turned awayMedia turned away Proceedings burnedProceedings burned Passwords & secret signsPasswords & secret signs

The eve of the floodThe eve of the flood

Spaceship to arrive at midnight…Spaceship to arrive at midnight…

““The last 10 minutes…”The last 10 minutes…”

Proselytizing the FutureProselytizing the Future

1.1. ““The little group, sitting alone all The little group, sitting alone all night long, had spread so much night long, had spread so much light that God had saved the world light that God had saved the world from destruction”from destruction”

2.2. Contact the press!Contact the press! Secrecy and publicity policies gone Secrecy and publicity policies gone

awry awry

When prophecy fails…When prophecy fails…

When truth is undercut by physical When truth is undercut by physical proof, there’s only one way out:proof, there’s only one way out: SOCIAL PROOFSOCIAL PROOF

The greater the number of people who find The greater the number of people who find an idea correct, the more an individual will an idea correct, the more an individual will perceive the idea to be correct. perceive the idea to be correct.

Lab EvidenceLab Evidence Experiment on “performance”Experiment on “performance”

11 Wooden board w/ Wooden board w/

48 square pegs48 square pegs Turn each: Turn each:

1/41/4inin to L to L 1/41/4inin to R to R 1/41/4inin to L to L 1/41/4inin to R to R

22 30 minutes later… 30 minutes later…

a new boarda new board 12 spools of thread12 spools of thread

Take all 12 offTake all 12 off Put them back onPut them back on Take them offTake them off Put back onPut back on

More than meets the eye…More than meets the eye… You were in control group!You were in control group!

Others being told experiment is Others being told experiment is “fun and “fun and exciting”exciting”

HELP! “confederate” is not here!!!HELP! “confederate” is not here!!! Could you do it, please? Could you do it, please?

1$ vs. 20$1$ vs. 20$

Know experiment was Know experiment was dulldull, but will you , but will you rave about it?rave about it?

How do you feel about the task?How do you feel about the task?

Attitude ChangeAttitude ChangeDo Big rewards produce Big change?Do Big rewards produce Big change?

P’s in “no lie” P’s in “no lie” admitted task was admitted task was boringboring

For For $20$20, P’s justified , P’s justified lie- said it was lie- said it was pretty pretty boringboring too too

But, for But, for $1$1, P’s , P’s change attitudechange attitude to to reduce dissonancereduce dissonance

0

5

10

15

20

25

No lie $20 lie $1 lie

Shocking ResultsShocking Results

Common sense on it’s headCommon sense on it’s head Motivated to reduce tension, we alter our Motivated to reduce tension, we alter our

attitudes to justify our sufferingattitudes to justify our suffering

Wasted effort, difficult decisions, attitude Wasted effort, difficult decisions, attitude discrepant behaviordiscrepant behavior

How much do you like school now?How much do you like school now?

Condom Study Condom Study (Aronson, (Aronson, 1994)1994)

Young people should wear condoms during Young people should wear condoms during sexsex

A. Compose argumentsA. Compose arguments

B. B. AND recite in front of video cameraAND recite in front of video camera Audience = high school studentsAudience = high school students

½ each condition made mindful½ each condition made mindful List conditions: difficult, awkward, or impossibleList conditions: difficult, awkward, or impossible

HypocrisyHypocrisy condition: hi commitment & mindful condition: hi commitment & mindful report increase in usage & buy more condomsreport increase in usage & buy more condoms

Justifying Effort:Justifying Effort:Coming to Like What We Suffer Coming to Like What We Suffer

ForFor

Justifying Effort:Justifying Effort:Coming to Like What We Suffer Coming to Like What We Suffer

ForFor Aronson & Mills’ (1959) group discussions Aronson & Mills’ (1959) group discussions

on sex… “embarrassment test” on sex… “embarrassment test” ““Severe initiation” rated the boring Severe initiation” rated the boring

discussion more favorable than mild & no discussion more favorable than mild & no initiation groupsinitiation groups

The more we The more we ****** for something, the more for something, the more we will come to like it.we will come to like it.

Post-decision change: to reduce Post-decision change: to reduce dissonancedissonance

Brehm, 1956: Female SubjectsBrehm, 1956: Female Subjects Rate appliances: toaster, coffee maker, Rate appliances: toaster, coffee maker,

radio, stopwatch, etc. on desirabilityradio, stopwatch, etc. on desirability Choose one (btw.):Choose one (btw.):

a.a. equally rated productsequally rated products Re-rate: Chosen product…Re-rate: Chosen product…

previously equal!previously equal! Helps convince what did was rightHelps convince what did was right

Changing behavior: changes Changing behavior: changes thoughts and feelingsthoughts and feelings

How else are attitudes How else are attitudes changed?changed?

Cognitive DissonanceCognitive Dissonance PersuasionPersuasion

Cialdini’s 6 Principles of Cialdini’s 6 Principles of PersuasionPersuasion

ReciprocationReciprocation Commitment/ConsistencyCommitment/Consistency AuthorityAuthority Social validationSocial validation ScarcityScarcity Liking/FriendshipLiking/Friendship

ReciprocationReciprocation

Regan, 1971: “Art appreciation”Regan, 1971: “Art appreciation” ““Joe”Joe” 2 minute break2 minute break

Experiment Done…Experiment Done… $.25 Raffle tickets$.25 Raffle tickets

Implications: not so free Implications: not so free samplessamples

Mints lead to higher tips…Mints lead to higher tips… Flowers, books, pens lead to higher Flowers, books, pens lead to higher

donations…donations… Supermarket trialsSupermarket trials

No Coke CokeLikeable 1.0 2.0

Not Likeable 0.75 1.5

Door in the FaceDoor in the FaceReal request preceded by rejection of larger Real request preceded by rejection of larger

oneone Concession to reciprocateConcession to reciprocate BUT, 1BUT, 1stst set of demands… set of demands…

Boy Scout Boy Scout $5 raffle ticket$5 raffle ticket $1 candy bar$1 candy bar

Spend 2 hrs/wk w/ juvenile delinquents?Spend 2 hrs/wk w/ juvenile delinquents? Chaperone a 1-day tripChaperone a 1-day trip

triple compliancetriple compliance

Cialdini’s 6 Principles of Cialdini’s 6 Principles of influenceinfluence

ReciprocationReciprocation Commitment/ConsistencyCommitment/Consistency AuthorityAuthority Social validationSocial validation ScarcityScarcity Liking/FriendshipLiking/Friendship

Commitment & Consistency: Commitment & Consistency: Foot in the doorFoot in the door

Real request prefaced by getting Real request prefaced by getting compliance on smaller requestcompliance on smaller request Drive Carefully BillboardDrive Carefully Billboard

17% naturally17% naturally If 2 weeks prior… 76%If 2 weeks prior… 76%

Committing to a petition: new view of Committing to a petition: new view of self as publicly spiritedself as publicly spirited

CONSISTENCYCONSISTENCY

Low-ballingLow-balling Car salesmanCar salesman

Allows time to ‘get feel for car’ & ‘show it around’Allows time to ‘get feel for car’ & ‘show it around’ Reports ‘errors in calculation’Reports ‘errors in calculation’ Personal commitment lasts w/ range of new Personal commitment lasts w/ range of new

reasonsreasons

Get agreement on original request w/ Get agreement on original request w/ advantageadvantage remove inducement, let decision “stand on newly remove inducement, let decision “stand on newly

created legs”created legs”

Iowa energy conservationIowa energy conservation

Iowa Energy ConservationIowa Energy Conservation

Contacted by interviewContacted by interview Conservation tips: agreement, but no changeConservation tips: agreement, but no change

Agreeing residents-- in newspaper as Agreeing residents-- in newspaper as public spirited, fuel-conserving citizenspublic spirited, fuel-conserving citizens Saved 422 cubic ft. nat gas eachSaved 422 cubic ft. nat gas each 12.2% in first month12.2% in first month

NO LONGER publishing namesNO LONGER publishing names 15.5% for rest of winter15.5% for rest of winter

Conservation

Publicity

Conservation

Publicity

Enhanced

self-esteem

Need to reduce foreign

oil-dependency

Low

energy bill

New

Self-im

age

Conservation

Publicity

Enhanced

self-esteem

Need to reduce foreign

oil-dependency

Low energy bill

New

Self-im

age

1.2.

3.Publicity

Publicity

Questions?Questions?

Do you understand everything?Do you understand everything?