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)