attitudes and persuasion. activity raise your hands if you agree our country needs to address the...
TRANSCRIPT
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ATTITUDES AND PERSUASION
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Activity
Raise your hands if you agree Our country needs to address the growing number of
homeless persons. It is a good idea to floss your teeth daily. The right to vote is one of the most valuable rights of Korean
citizens. Eating a variety of foods each day, including five or more
servings of fruits and vegetables, contributes to good health.
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Now answer yes/no
Do you personally do anything to help the homeless (e.g., volunteer at a homeless shelter or donate money)?
Do you floss your teeth everyday? Did you vote in the last election for
which you were eligible? Do you regularly eat five servings of
fruits and vegetables each day?
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Cognitive dissonance theory (Festinger, 1954)
Conflict between our view of ourselves and a thought or behavior
When we surprise ourselves, feel stupid, or feel guilty
Feel dissonance (like physiological arousal)
Motivated to Change behavior Justify the behavior Decrease how important the discrepancy is
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Cognitive dissonance examples http://www.youtube.com/watch?v=korGK
0yGIDo http://www.thedailyshow.com/watch/tue-
may-8-2012/bad-credit http://www.psych.utah.edu/2006_spring_
3410_00/disscorner.html
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Justifications
Justify behavior Hypocrisy paradigm
Justify choice In Japan, only happens when others are
watching Justify effort Cultural differences
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Even monkeys show cognitive dissonance
Monkeys and M&Ms 4 year old children
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Cognitive dissonance
Shuts down the reasoning part of the brain
More emotional
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Attitudes
An enduring disposition toward an object or issue
Can be Cognitive Affective Both
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Measurement of attitudes
Self-report Observation Implicit attitude test Other indirect tests
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Where do we get our attitudes? Genetics From others Prior experience From how they relate to other attitudes Mere exposure
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Tesser, A. (1993). The importance of heritability in psychological research: The case of attitudes. Psychological Review, 100(1), 129-142. doi:10.1037/0033-295X.100.1.129
© 1993 American Psychological Association
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Tesser, A. (1993). The importance of heritability in psychological research: The case of attitudes. Psychological Review, 100(1), 129-142. doi:10.1037/0033-295X.100.1.129
© 1993 American Psychological Association
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Attitude change
Yale attitude change approach Source effects Message effects Audience effects
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Elaboration Likelihood Model (Petty & Cacioppo, 1984)
Two routes to persuasion: Central route
Motivated and able to process message Message is relevant Use strong arguments Longer lasting change
Peripheral route Not motivated or relevant Use peripheral cues like number of arguments,
attractiveness of source, credibility of source
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Strong vs. weak arguments
http://jfmueller.faculty.noctrl.edu/crow/labs/attitudeslab.htm
Need for cognition scale: http://www.liberalarts.wabash.edu/ncs/
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Draw expected results
3 6 9Number of arguments
0
2
4
6
8
10
12
strength of ar-guments strong strength of ar-guments weak
3 6 9
Number of arguments
0
4
8
12
strength of ar-guments strong strength of ar-guments weak
Low relevance or low need for cognition High relevance or high need for cognition
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Fear appeals
Needs to be moderate amount of fear so people pay attention
Need to give recommendations on how to reduce the fear
http://www.youtube.com/watch?v=R0LCmStIw9E
http://edition.cnn.com/2011/HEALTH/06/21/cigarette.labels/index.html?on.cnn=2
Other examples?
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Fear ad
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Subtle persuasion
Product placements in tv shows Video games:
http://www.americasarmy.com/ Other examples? Subliminal ads
Doesn’t work in everyday life Can have an effect in lab
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Subliminal examples
http://www.youtube.com/watch?v=2NPKxhfFQMs
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More “central route” approaches Two-sided messages can be effective if
you give good counterarguments.
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Cultural effects
It’s easy when you have the right shoes. Shoes for your family American ads: individuality, self-
improvement, benefits for me Korean ads: family, concerns about
others, benefits for one’s social group
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Sample ads
http://www.youtube.com/watch?v=nNdPPEwguDQ
http://www.youtube.com/watch?v=mIHwxMm_8vA
http://www.youtube.com/watch?v=C6eNqwaL1h8
http://www.youtube.com/watch?v=7p5fhPkdJZM
http://www.youtube.com/watch?v=1k7pabu1lA0
http://www.youtube.com/watch?v=1TZxw9wMdUI
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Attitudes and behavior
Remember the LaPiere study from the first reading?
Attitudes that are accessible predict spontaneous behaviors
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Theory of planned behavior
http://people.umass.edu/~aizen/tpb.diag.html#null-link