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Attitudes, Attitude Change, and Persuasion
Joshua Phelps
February 14th 2005
Attitude Exercise
Demonstration of Attitude Research in Social Psychology15 minute questionnaire
Lecture Outline
Attitudes: What are they, Why are they important, How do we measure them??
Attitudes and Predicting BehaviorAttitude Change and PersuasionCompliance
What is an Attitude?
Summary evaluation of an object of thought (Bohner & Wänke, 2002)
Consists of Affective, Cognitive, and Behavioral components or evaluative responses
Examples
Why Are Attitudes So Important?
Relationship to BehaviorPersonal RelationshipsPolitics and Public OpinionConsumer Issues
Attitudes and Social Psychology
Individual, Interpersonal, and Societal Levels
Psykologisk Institutt ExamplesHealth AttitudesIllegal ImmigrantsPro Social Attitudes
Function of Attitudes (Bohner & Wänke, 2002)
Knowledge
Higher Psychological Needs
Measuring Attitudes
Direct MeasuresSelf-Report
Indirect MeasuresDisguised AttitudeNon-ReactivePhysiologicalImplicit
https://implicit.harvard.edu/implicit/
Difficulties Measuring Attitudes
Operationalization Demand CharacteristicsSocial Desirability
Attitudes and Behavior
LaPiere (1934)Complex Relationship
Factors Influencing Attitudes and the Prediction of Behavior
Precision of MeasurementAspects of AttitudeIndividual DifferenceSituational Variables
Attitude Change and Persuasion
When Does Behavior Influence Attitude(s)?
When and Why do Individuals Change their Attitudes?
Attitude Change
When a person’s evaluation of an attitude object changes from one value to another (Petty & Wegener, 1998).
General Approaches to Attitude Change
Behavior-InducedActive Participation of the Person
PersuasionAn individual’s use of arguments to convince
others to change mind or behavior
Behavior Influence on Attitudes
Cognitive Dissonance Theory (Festinger, 1967)
Self Perception Theory (Bem, 1972)
Cognitive Dissonance
Cognitive Dissonance: unpleasant state of arousal that motivates individuals to reduce dissonance
Three types of Cognitive Dissonance EffectsEffort-JustificationInduced ComplianceFree Choice
Persuasion
Persuasive Communication: Message intended to change an attitude and related behaviors of an audience (Hogg and Vaughan, 2005)
Factors Influencing Persuasion
CommunicatorCredibility, likeability, attractiveness
MessageRepetition, Fear, Facts vs. Feelings, FramingRepublican National Convention
AudienceSelf-Esteem, Gender, Individual Differences (Same as
Attitude and Behavior), Age, prior beliefs, cognitive biases
Compliance
”Superficial, public and transitory change in behavior and expressed attitudes in response to requests, coercion or group pressure.” (Hogg and Vaughan, 2005)
Tactics for Enhancing Compliance
Ingratiation ReciprocityMultiple Requests
Foot-in-the-Door Door-in-the-FaceLow Ball
Cialdini’s 6 Compliance Principles
ReciprocationCommitment/Consistency LikingAuthorityScarcitySocial Proof
Questions for Next Lecture
Email: [email protected] any topic at the end of Culture
Lecture (28/02/05)
Sources
Hogg & Vaughan (2005). Social Psychology (4th edition)
Bohner & Wänke (2002). Attitudes and Attitude Change
Cialdini (2001). Influence: Science and Practice
Topics I Didn’t Cover
Structure and Components of Attitudes Cognitive ConsistencyTheory of Reasoned Action/Planned
BehaviorThree types of Dissonance Effects (pg 226-
235) and alternatives to Dissonance.Dual Process Models of PersuasionResistance to Persuasion