social psych chapter 5
Which of the following is NOT a way that we resist persuasion attempts?
Ego depletion
peripheral (persuasion)
- heauristic processing -mental shortcuts to judge message -less effort, automatic
who are effective communicators ?
- people who seem credible (expert) -argue against self interest -are attractive - people we like (Elon Musk) - People we feel we know (Elon Musk)
measuring implicit attitude
- we Can't use self-report: assessing attitudes people maybe unaware of or override
what is persuasion?
-Efforts to change attitudes by using various types of messages Effectiveness depends on...: Communicator (person doing the persuading) Message (what's used to persuade) Audience (people being persuaded)
Stone, Wiegand, Cooper, & Aronson (1997)
-Participants advocate for safe sex - Reflect on personal or normative reasons for not engaging in safe sex personal ---> direct normative--> indirect
resolve dissonance
-direct: tackle the attitude behavior discepancy (can alter behavior to match our attitude) -indirect: reduce the negative affect associated with dissonance (self-affirmation)
central (persuasion)
-its systematic processing - carefully consider message content - needs effort, its deliberate
effective message
-spread by word of mouth - its subtle - not based in fear, no fear tactics
Observational learning
Acquire attitudes/behaviors by observing other people -We expect to be influenced by norms of groups we identify with (ex: reference groups or social comparison)
according to the theory of planned behavior, what type of process precedes the decision to engage in a particular behavior?
A rational process
Attitude-to-behavior process model
A stimulus activates our attitude automatically Knowledge of what's appropriate (norms) is also activated Attitude & norms shape the interpretation of an event Interpretation influences behavior -model: (event) --> attitude and norms ----> interpretation--> behavior ex: bear encounter (EVENT) -1.)Activates ATTITUDE: Bears are bad/dangerous + NORMS: be scared of bears -2.)interpret: this is a scary situation -3.) run away
What is an explicit attitude?
An attitude you are aware of It's Controllable It's Self-reported "Slow" thinking: deliberative
Which of the following is usually TRUE of a persuasive communicator?
An attractive communicator is more persuasive than an unattractive communicator
Attitudes and personal experience
Attitudes based on direct experience have stronger effects than attitudes formed indirectly More accessible Greater elaboration Resistance to change
What is an implicit attitude?
Attitudes you may not be aware of or are more subtle they are Difficult to control Various ways to assess "Fast" thinking - intuitive (act on impulse)
According to the elaboration-likelihood model of persuasion, the two key factors that will determine whether we engage in effortful or effortless processing of information are one's ________.
Capacity to process information and level of motivation
Attitude certainty
Clarity: knowing what one's attitude is... Greater when we repeat attitude Greater when successfully defend the attitude Correctness: feeling one's attitude is valid or right Greater when you think others share your attitude 26 - resistance to change is HIGH when clarity and correctness are HIGH -clarity predicts= private behavior, correctness predicts= public behavior
When it comes to attitude certainty, ________ is more predictive of our private behavior, whereas ___________ is more predictive of our public behavior.
Clarity; correctness
We form attitudes via classical conditioning by ____________________.
Developing associations
Cognitive dissonance
Discomfort when we realize our attitudes and behaviors don't line up Can sometimes result in attitude change -Dissonance is stronger when we have few reasons for engaging in attitude-discrepant behavior ... harder to explain away our actions
Which attitudinal factor describes how strongly an individual feels about an issue?
Extremity
Elaboration Likelihood Model (peripheral)
Heuristic processing: Unmotivated or lack capacity to process information Lack knowledge on issue Not enough time to think carefully issue isn't important to oneself Not concerned with accuracy
Attitude extremity
How strong is the emotional reaction... -ex: People under 21 did not want the drinking age to go up while those over 21 were cool with it. (The people under 21 felt strongly about it) -A more accessible guide for behavior -Elaborate on arguments favoring their position (involves more careful thought and is resistant to change)
Cognitive dissonance arises when we notice a discrepancy between our attitudes and our behaviors. One way we can reduce the dissonance is by _________.
Modifying either the attitude or behavior to be more consistent with each other
Implicit Association Test (IAT)
Most common measure of implicit attitudes -Categorization of words and faces (ex: if you see a Canadian you will associate them with being polite) helps us determine preferences for one category over another - depending on your response time it will measure how bias you are (Canadians = polite... not always true)
Affect Misattribution Procedure
Participants primed with picture Then, a Chinese character appears Rate pleasantness/unpleasantness of Chinese character
Fleming & Petty (2000) study
People whose gender is highly important to them preferred products liked by their gender group
Wheeler, Brinol, & Hermann (2007) study "ego depletion and persuasion"
Persuaded regardless of argument strength only when depleted (hard task)
Theory of planned behavior (reasoned thought)
Rationally forming a decision to engage in a behavior Considers multiple behavioral options and their outcomes Decides whether to act and develops intentions Sometimes we make a plan for implementing -model: attitude + norm + control -->intention----(leads to)-> behavior ex: -1.)ATTITUDE toward behavior: Does he feel positive about dieting? -2.)Subjective NORMS: Do friends and family approve of dieting? -3.)Perceived behavioral CONTROL: Does your friend feel control over his diet?
Which of the following best defines instrumental conditioning?
Reward and punishment strengthen and weaken a response, respectively
how does our social context affect our behavior?
Social context effects when attitudes predict behavior Social norms can pressure us to refrain from behaviors We want to act similarly to people in our groups
Instrumental conditioning
Strengthens responses with positive outcomes and weakens responses with negative outcomes -Based on reward and punishment
Pluralistic ignorance
We believe others have different attitudes than we do, even when they don't - ex: In a research conducted at Princeton, students were asked how they felt about binge drinking. Most said they didn't like it but when they were asked how they think their peers would feel about binge drinking they said there peers would be okay with it. (most people were not okay with it)
Counterarguments (resisting persuasion)
come up with arguments to undermine attitudes different from our own
indirect rout conditioning
create a "memory link" by pairing target with a specific stimulus ex: "remember that time Jordan dunked over those players. Well here are the shoes he was wairing when he did it"
social learning
earning by interaction with/observation of others Ex: hunting for food
Cognitive dissonance is stronger when we have ______ reasons for engaging in attitude-discrepant behavior.
few
Selective avoidance (resisting persuasion)
giving attention to attitude-confirming information and ignoring attitude-disconfirming information
conditioning
learning by association ex: dog + whistle experiment
Reactance (resisting persuasion)
negative reactions to others telling us what to do
direct route conditioning
positive stimuli paired with target; directly transfer affect ex: Beer commercials. They pair beer with attractive women
Forewarning (resisting persuasion)
resist persuasion when we know we're going to be targeted
Self-affirmation
restore positive self-evaluations threatened by dissonance
Elaboration Likelihood Model (central route)
systematic processing: Motivation and capacity to process information Knowledgeable about topic Have time to think carefully Issue is important to oneself Believe we need to be accurate
attitude
your evaluation of something (ABC) Affect (feelings) Behavior Cognition (thoughts)