PSYC 2401: CHAPTERS 5,6, 7 & 8

Cognitive Response Theory

- Positive thoughts lead to adoption of the advocated position. - Negative thoughts lead to the rejection go the advocated position.

Techniques of Indoctrination

- Selective targeting of potential recruits. - Isolation of recruits. - Sleep deprivation. - Love-bombing. - Foot-in-the-door. - Denial of privacy. - Reciprocity. - Fear-mongering. - Repetition.

Models Compared

1. Systematic processing occurs when people attend to and think about the message. - central route processing is analogous to systematic processing. 2. Heuristics processing occurs when people rely on simple cues rather than the strength of the arguments. - peripheral route processing is analogous to heuristic processing.

Heuristic-Systematic model (HSM)

A model of persuasion maintaining that there are two different roterm-9utes to persuasion: the systematic route and the heuristic route

Elaboration Likelihood Model (ELM)

A model of persuasion maintaining that there are two different routes to persuasion: the central route and the peripheral route.

Cognitive Response Theory

A model of persuasion that assumes that the impact of a message on attitudes depends on the thoughts evoked by the message.

One-sided vs Two-sided Arguments

A one-sided message will be defined as a message that presents only those arguments in favor of a particular proposition. A two-sided message presents the arguments in favor of a proposition but also con- siders the opposing arguments. Depends on audience's awareness of views.

Chaiken, S. & Early, A.H. (1976)

Communication modality as a determinant of message persuasiveness and message comprehensibility. People can be best convinced live. Next is videotaped. Then audiotaped. Then written. When something is important or more complex, written information is probably the best way to persuade someone. Can't be persuaded if you don't remember what it was about.

The communicator

Credibility, Attractiveness, Liking

Cult Indoctrination

Cults overall are characterized by devotion to an individual or a god, isolation from a surrounding community that you think are thinking differently from you. Persuasive elements and group effects. Ex: Jonestown.

DAFORESTI

D- Direct Address A- Anecdote F- Fact O- Opinion R- Repetitive/Rhetorical question E- Emotive language/Expert opinion S- Statistics T- Triples I- Imperatives

Systematic Processing

Involves comprehensive and analytic, cognitive processing of judgement-relevant information. Emphasis on detailed processing of message content and the role of message-based cognition in mediating opinion change.

Process of Persuasion

Pay attention to the message? ➡️ Comprehend it? ➡️ Believe it? ➡️ Remember it? ➡️ Behave accordingly? ➡️ Action.

McAlister et al. (1982)

Sought to prevent teenagers from smoking, taught arguments such as "I'd be real chicken if I smoked just to impress you". Teenagers trained in this way were less likely to smoke. Inoculation works because you're not letting the person make any counterarguments.

Primary-Recency Effect

The tendency to show greater memory for information that comes first or last in a sequence

Protection Motivation Theory (PMT)

This theory argues that when we encounter a potential threat to our health we engage in two cognitive processes, threat appraisal (making a calculation about how severe a threat is, and how likely it is to affect us) and coping appraisal (how easy it would be to correct the behaviour which leads to this threat). We can only change attitudes and behaviours if the person is motivated to protect themselves. Rogers et al. 1. Believe problem is severe. 2. Assume personal susceptibility. 3. Believe steps to ameliorate will be effective. 4. Capable of performing steps.

Heuristic Processing

Uses judgement rules known as knowledge structure that are learned and stored in memory. Individuals may be more likely to use heuristic processing when an issue is less personably important to them. Or, when they believe their judgment will not have significant impacts on themselves.

The Audience

• Age. • Cognitions.

Six Persuasion Principles: Robert Cialdini (2000)

• Authority. • Liking. • Social proof. • Reciprocity. • Consistency. • Scarcity.

Two models of persuasion

• Elaboration Likelihood Model • Heuristic Systematic Model

The message

• Reason vs Emotion More educated people would be more persuaded by reasoning than emotion. Janis. K, Kaye, D., & Kirschner (1965)- facilitating effects of eating while reading on responsiveness to persuasive communication. The more frightened people are: the more they will respond. Levanthal et al. & Rogers et al. Wilson et al. were trying to get people to quit smoking. One framed the message positively (8%) and one that was fear inducing (30% tried to quit). Trying to get women to get mammograms. 50% for positive message but negative message was about 65% (Banks et al.)

Pratkanis & Aronson

• Thought provoking vs. superficial. • 62% of all shoppers at discount stores will at least buy one more item than they intended to. • What's at eye-level is more likely bought. • Animals, babies and sex appeal makes for the best ads. • Items at the end of the aisle or near checkout are bought more. • Bundle pricing sells better than discount even at the same price.