Social Psychology Lecture Notes Attitudes- Persuasion PDF

Social Psychology Lecture Notes  Attitudes- Persuasion  Part 1 and 2  Keywords Attitude Persuasion Behavior  **Attitude Accessibility: Attitude accessibility refers to how quickly we can share our attitude about a person, place, or thing because it is readily accessible in our minds.** - Sim...

Social Psychology Lecture Notes  Attitudes- Persuasion  Part 1 and 2  Keywords Attitude Persuasion Behavior  **Attitude Accessibility: Attitude accessibility refers to how quickly we can share our attitude about a person, place, or thing because it is readily accessible in our minds.** - Similar to the availability heuristic. - Quick judgment due to the attitude being in the forefront of our minds. - Influenced by the strength and importance of the attitude. **Explanation ** Attitude accessibility determines how quickly we can express our attitude about something. This is similar to the availability heuristic, where we make quick judgments based on readily accessible information. **Theory of Planned Behavior: This theory suggests that a person\'s attitude, social acceptance of the behavior, and perceived self-efficacy determine their future behavior.** - Attitude is a predictor of future behavior. - Social acceptance influences behavior. - Perceived self-efficacy or control over the situation is crucial. **Explanation ** The theory of planned behavior helps predict how a person may behave in certain situations by considering their attitude, social norms, and perceived control over the behavior. - 1. Would I litter on the ground if there were other people around? Probably not, because it\'s not socially acceptable.  2. Attitude: Belief that littering is wrong. 3. Social Norms: Others\' disapproval of littering. 4. Self-Efficacy: Ability to find a trash can. **Persuasion and Attitude Change: Persuasion involves changing someone\'s attitude or behavior through communication.** - Techniques used to change attitudes. - Peer pressure as a form of persuasion. - Cognitive dissonance and counter-attitudinal advocacy. **Explanation ** Persuasion techniques are used to influence others to change their attitudes or behaviors. This can be seen in advertisements, peer pressure, and other social interactions. **Yale Attitude Change Approach: A theory of persuasion that includes four key components: source, message, channel, and audience.** - Source: Credibility and attractiveness of the person delivering the message. - Message: Content and delivery of the message. - Channel: How the message is communicated. - Audience: Characteristics of the audience, such as attention and intelligence. **Explanation ** The Yale Attitude Change Approach suggests that persuasion depends on the source\'s credibility, the message\'s content, the communication channel, and the audience\'s characteristics. - 1. Negative advertisements paid for by opposing political candidates still influence voters subconsciously.  2. Example from 2016: Anti-Hillary ad paid for by Trump. 3. Despite knowing the source, the message still influences voters. **Elaboration Likelihood Model: A model explaining two routes of persuasion: central and peripheral.** - Central Route: Involves deep, cognitive processing. - Peripheral Route: Involves superficial, emotional processing. **Explanation ** The Elaboration Likelihood Model explains that persuasion can occur through two routes: the central route, which involves careful and logical consideration, and the peripheral route, which relies on superficial cues and emotions. - 1. Consider gas mileage, safety rating, and warranty before buying a car.  2. Central Route: Deep cognitive processing of all relevant information. - 1. Buying mascara because the model looks attractive in the advertisement.  2. Peripheral Route: Superficial and emotional appeal. **Matching Hypothesis: The matching hypothesis proposes that advertisements are more persuasive when they align with the individual\'s preferred reasoning route, whether it be the central route (cognitively based) or the peripheral route (effectively based).** - Advertisements are more persuasive when they match the individual\'s preferred reasoning route. - The central route is cognitively based, relying on logic and deep thinking. - The peripheral route is effectively based, appealing to emotions and social identity. **Explanation ** The hypothesis suggests that when an advertisement aligns with a person\'s natural personality and preferred reasoning route, they are more likely to be persuaded by the argument. This is demonstrated by the line graph showing favorable thoughts when the ad matches the individual\'s attitude, whether it is effectively based (emotional) or cognitively based (logical). - 1. The line graph shows the number of favorable thoughts on the vertical axis and different attitudes (cognitively based vs. effectively based) on the horizontal axis.  2. The blue line represents effectively based attitudes, showing more favorable thoughts when the ad appeals to emotions. 3. The orange line represents cognitively based attitudes, showing more favorable thoughts when the ad appeals to logic. **Persuasion and Personal Relevance: The importance of personal relevance in persuasion and how it affects the processing route (central or peripheral) used by individuals.** - When something is personally relevant, individuals are more likely to use the central route of persuasion. - Increased motivation leads to more effortful thinking and logical processing. **Explanation ** When information is personally relevant, individuals are more likely to engage in deep, logical processing (central route) rather than superficial processing (peripheral route). - 1. An experiment where students were told they would have to take an aptitude test either in one year or ten years to earn their degree.  2. Students who were told the test was in one year (high personal relevance) used the central route, thinking deeply about the test and its content. 3. Students who were told the test was in ten years (low personal relevance) used the peripheral route, focusing on superficial aspects like the source\'s expertise. **Need for Cognition: A personality trait that describes individuals who enjoy engaging in effortful cognitive activities.** - People with a high need for cognition prefer the central route of persuasion. - They enjoy intellectual debates and detailed information. **Explanation ** Individuals with a high need for cognition are more likely to engage in deep, logical processing and enjoy activities that involve intellectual effort. **Fear-Arousing Communications: The use of fear in persuasive messages and its effectiveness.** Key Points - Fear-arousing communications can be effective if the fear induced is moderate. - Too much fear can cause individuals to shut down, while too little fear can make them dismiss the message. **Explanation ** Effective fear-arousing communications involve two steps: inducing a moderate level of fear and providing information on how to reduce that fear. - 1. An experiment where smokers were shown a fear-inducing film about the effects of smoking and given instructions on how to quit.  2. Smokers who saw the film and received instructions on quitting showed the most significant reduction in smoking behavior. 3. Those who only saw the film or received instructions did not show as much change. 10\. Reactance Theory **Reactance Theory: A theory that explains how individuals react when their freedom to choose is restricted.** - When told not to do something, individuals may do the opposite to assert their independence. - Reactance increases when the restriction is perceived as more controlling. **Explanation ** Reactance theory suggests that people resist attempts to control their behavior by doing the opposite of what is being imposed on them. - 1. An experiment where individuals were told either \'Please don\'t write on these walls\' or \'Do not write on these walls under any circumstances.\'  2. The polite request (\'Please don\'t write on these walls\') was more effective in reducing wall writing. 3. The strict command (\'Do not write on these walls under any circumstances\') increased reactance and led to more wall writing. **Reactance Theory: Reactance theory explains how individuals react when they perceive their freedom to choose is being restricted.** - Reactance occurs when people feel their freedom to choose is being restricted. - Commands can lead to negative feelings and a desire to do the opposite of what is being commanded. **Explanation ** When individuals are given a command not to do something, they often react by wanting to do the opposite to assert their personal freedom. - 1. A note displayed in a public restroom asked people not to write on the walls.  2. When asked nicely, people were less determined to write on the walls. 3. When given a command, there was a stronger reactance, leading to more graffiti. **Body Language and Persuasion: The study of how body language, such as head movements, can influence the persuasiveness of a message.** - Body language can influence how persuasive a message is perceived. - Nodding can increase agreement with a strong message. - Shaking the head can decrease agreement with a weak message. **Explanation ** Participants were asked to nod or shake their heads while listening to strong and weak persuasive messages. Nodding increased agreement with strong messages, while shaking the head decreased agreement with weak messages. - 1. Participants listened to persuasive messages while either nodding or shaking their heads.  2. Nodding increased agreement with strong messages. 3. Shaking the head decreased agreement with weak messages. **Attitude Inoculation: A process by which people become immune to persuasion attempts by being exposed to small doses of the arguments against their position.** - Attitude inoculation involves exposing individuals to small doses of opposing arguments. - This process makes individuals more resistant to larger persuasion attempts. **Explanation ** In Milgram\'s experiment, participants were gradually exposed to increasing levels of shock, making them more likely to comply with higher levels of shock over time. - 1. Participants were asked to administer shocks to a learner for incorrect answers, with the voltage increasing incrementally.  2. Participants started with small shocks and gradually increased the voltage. 3. This incremental approach made them more likely to comply with higher shocks. **Subliminal Messaging: The use of hidden messages in advertising to influence consumers\' behavior without their conscious awareness.** Key Points - Subliminal messages are hidden messages in advertisements that influence behavior unconsciously. - These messages can appeal to emotions or suggest benefits subtly. **Explanation ** Subliminal messages are embedded in advertisements to influence consumers\' decisions without their conscious awareness. Examples include hidden images or words that evoke certain emotions or associations. - 1. An advertisement where derogatory images were hidden in ice cubes to suggest romantic benefits of purchasing Coca-Cola.  2. The hidden images influenced consumers to associate Coca-Cola with romantic success. - 1. An advertisement where a dollar bill was hidden in the lettuce of a sandwich to reinforce the low price.  2. The hidden dollar bill reinforced the message that the sandwich costs less than a dollar. - 1. The word \'mom\' is hidden in Wendy\'s collar to evoke a homey, comforting feeling.  2. The hidden word \'mom\' makes consumers feel a warm, homey connection to the brand. **Product Placement: The practice of placing branded products in media content to influence viewers\' purchasing decisions.** - Product placement involves integrating branded products into media content. - This technique is used to subtly influence viewers\' purchasing decisions. **Explanation ** Product placement is a common advertising technique where branded products are integrated into movies, TV shows, and other media content. This subtle exposure can influence viewers to purchase the products. - 1. Ray-Ban sunglasses, Starbucks, Mac computers, and Doritos are frequently placed in movies and TV shows.  2. These products are integrated into media content to influence viewers\' purchasing decisions subtly. **Types of Compliance: Different techniques are used to persuade individuals to comply with requests.** - Ingratiation: Doing someone a favor to get something in return. - Playing hard to get: Making oneself seem scarce or valuable. - Deadline technique: Creating urgency by setting a time limit for a sale or offer. **Explanation ** Various techniques are used to persuade individuals to comply with requests. Ingratiation involves doing favors to receive something in return. Playing hard to get makes the requester seem more valuable. The deadline technique creates urgency by setting a time limit. **Foot-in-the-Door Technique: A persuasion technique where a small request is made first to increase the likelihood of compliance with a larger request later.** - Initial small request increases compliance with a larger request. - Creates a sense of commitment and investment in the outcome. **Explanation ** The technique involves making a small request first, such as asking to borrow some sugar. Once the person agrees to the small request, they are more likely to agree to a larger request, like helping to shop for cake ingredients and then making the cake. - 1. A neighbor asks to borrow some sugar, and after agreeing, they then ask for help with shopping for cake ingredients and making the cake.  2. Initial request: Borrowing sugar. 3. Larger request: Helping to shop for cake ingredients and making the cake. 4. The neighbor is more likely to agree to the larger request after agreeing to the initial small request. **Low-Balling Technique: A persuasion technique where an initially low offer is made to get a commitment, and then additional costs are added later.** - Initial low offer to secure commitment. - Additional costs are introduced after the initial commitment. **Explanation ** The technique involves making an attractive initial offer, such as a vacation package for \$200. After the person agrees, additional costs like finder\'s fees and taxes are added, making it difficult for the person to back out because they are already invested. - 1. An initial offer of a vacation package for \$200 is made, but later additional costs like finder\'s fees and taxes are added.  2. Initial offer: Vacation package for \$200. 3. Additional costs: Finder\'s fees, taxes, etc. 4. The person is more likely to accept the additional costs because they are already committed to the vacation. - 1. An initial offer of a car at MSRP is made, but later additional costs like delivery charges and taxes are added.  2. Initial offer: Car at MSRP. 3. Additional costs: Delivery charges, taxes, tire exchange fees, etc. 4. The person is more likely to accept the additional costs because they are already committed to buying the car. - 1. An initial offer of a cruise for \$500 is made, but later additional costs like taxes and mandatory tips are added.  2. Initial offer: Cruise for \$500. 3. Additional costs: Taxes, mandatory tips, etc. 4. The person is more likely to accept the additional costs because they are already committed to the cruise. **Door-in-the-Face Technique: A persuasion technique where a large request is made first, which is likely to be refused, followed by a smaller request that seems more reasonable by comparison.** - The initial large request is likely to be refused. - The smaller request seems more reasonable by comparison. **Explanation ** The technique involves making a large request first, such as asking to borrow \$100. When the person refuses, a smaller request, like borrowing \$10, is made. The smaller request seems more reasonable in comparison to the larger one, increasing the likelihood of compliance. - 1. An initial request to borrow \$100 is made, which is refused, followed by a request to borrow \$10.  2. Initial request: Borrowing \$100. 3. Smaller request: Borrowing \$10. 4. The person is more likely to agree to the smaller request because it seems more reasonable compared to the larger one.