Persuasion

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Persuasion

• Attitudes are positive or negative evaluations of
  objects
• Affectemotion, liking or disliking
• Behavioractions directed towards the object
• Cognitionsthoughts and beliefs about the object
• Attitude formation
• Classical conditioning
• Operant conditioning
• Observational learning
• Heredity
• Function
• Accuracyknowledge, or object appraisal, function
  
• Consistencyvalueexpressive , egodefensive
• Social approvalsocial identity or
  socialadjustment

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Attitudes and Behavior

• Historyattitudes fail to predict behavior
• Lapiere Attitudes vs. Actions
• Lack of crosssituational consistency in behavior
  
• When will attitudes predict behavior
• Theory of reasoned action

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Attitudes and Behavior

• Measurement
• Level of measurement
• Accessibility
• Automatic
• Norms
• Self-awareness
• Frequent use
• Direct experience
• Knowledge

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Persuasion

• Yale
• Who says what to whom with what effect?
• Whothe source of the message
• Whatthe content of the message
• Howthe channel of communication
• To whomthe target of communication
• Four steps
• Attention
• Comprehension
• Acceptance
• Attitude change

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Elaboration likelihood model

• Cognitive responseGreenwald
• Central/peripheralPetty and Cacioppo
• Peripheral
• Shortcuts
• Superficial
• Unstable
• Central
• Accuracy
• Motivation and opportunity
• Stable
• Organized previous theories and findings

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Argument Quantity and Quality
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Persuasion Overview
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Which attitudes resist persuasion?

• Strong attitudes
• Commitment
• Biasing of response
• Selfrelevant
• Central processing
• Selftalk persuades
• Agreement encourages positive selftalk
• Inhibiting counterarguments if person disagrees
• Distraction
• Decreases the effectiveness of strong or
  pro-attitudinal arguments
• Increases effectiveness of weak or counter
  attitudinal arguments
• Knowledge to evaluate
• Attitude inoculationpresent and refute weak
  counterarguments

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Dual Process

• Motivation
• Personal relevance
• Need for cognition
• Ability
• Lack of time
• Distraction
• Insufficient information
• Persuasion most effective
• Peripheral
• Audience disagrees
• Weak message
• Central
• Audience agrees
• Strong arguments

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To be accurate

• Shortcuts
• Credibility
• Expertise
• Communicator style
• Trustworthiness
• Speak against interests
• Lack of intent to persuade
• Others responsesFavorable response from others
  in the audience

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The Sleeper Effect

• Discounting cues
• Peripheral (credibility) and central processing

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• The person
• High involvement
• Greater processing
• Emotional shortcuts
• Classical conditioning
• Good mood reduces central processing
• Fear
• High fear
• No solution
• Defensive avoidance and denial
• Minimize applicability to self
• Solution to reduce feareffectiveness
• Interactions
• Expertise and complexity
• Low in need for cognition

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To be consistent

• Heider
• Balance theory
• Festinger and dissonance
• Cognitive consequences of forced complianceLeon
  Festinger and James Carlsmith
• Independent variable
• Control , 1, 20
• Dependent variable
• How enjoyable the task

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DissonanceResults
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• Forced or induced compliance
• Effort Justification
• Postdecisional
• Insufficient justification

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Hypocrisy and Dissonance

• Im a hypocrite and so is everyone else Group
  support and the Reduction of cognitive
  dissonance, by Blake M. McKimmie, Deborah J.
  Terry, Michael A. Hogg, Antony S. R. Manstead,
  Russell Spears, and Bertjan Doosje
• Hypocrisy paradigmcommit to socially desirable
  attitude and alter previously inconsistent
  behavior
• Social supportimpact dissonance
• Comparison with self-concept or normative
  information
• Induce dissonance and see if change in attitude
• Basic hypothesisdissonance and group
  identification
• Group support would reduce dissonance when group
  membership was salient
• When an ingroup was non supportive individuals
  would distance themselves from the group

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Variables

• Independent
• Salience of group
• Group salient
• Differences from University B students
• Group not salient
• Individual
• Group support or nonsupport for behavior
• Group is generous (behavioral nonsupport)
• Group is not generous (behavioral support)
• Hypocrisy manipulation
• Attitude towards generosity
• Generosity checklist
• Dependent
• Attitude towards generosity
• Group identification

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Results Attitude Change
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Results Group Identification
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Boundary conditions

• Choice
• Commitment and irrevocability
• Aversive consequences
• Physiological arousal

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• Self-Affirmation theory
• Interaction of self-esteem and dissonance
• Individual with high self-esteem may bemor eprone
  to dissonance
• Cultural effects
• To gain social approval
• High self-monitors and women more presuasible in
  public settings