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Attitudes and
Attitude Change
What are attitudes?
• Attitudes are made up of three parts that together form
our evaluation of the “attitude object”:
1. An affective component
2. A cognitive component
3. A behavioral component
• Explicit versus Implicit Attitudes
Where do attitudes come from?
• Nature?
– Identical twins share more attitudes than fraternal twins,
even when raised in different homes, never knowing each
other. Why?
• Nuture?
– Our social experiences clearly play a large role in shaping
our attitudes. Why?
Attitude Change and Persuasion
Elaboration Likelihood Model
An explanation of the two ways in which persuasive
communications can cause attitude change:
• Centrally, when people are motivated and have the
ability to pay attention to the arguments in the
communication.
• peripherally, when people do not pay attention to the
arguments but are instead swayed by surface
characteristics, such as credibility of source,
attractiveness of source, trustworthiness of source…
The story of Robert Cialdini
• Psychology Professor at Arizona State
• Left campus for a three-year project going
undercover to explore first-hand real-world
influence techniques
• Wrote famous book – Influence: the
Psychology of Persuasion
• Highly paid speaker/consultant
6 principles:
#1
#2
#3
#4
#5
#6
Authority (Milgram)
Commitment/Consistency (Foot-in-the-door)
Liking (halo effect)
Reciprocation (door-in-the-face)
Scarcity (limited time offer)
Social Proof (uncertainty)
#7 Emotion (positive and negative)
Can we resist these influences?
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Authority
Consistency
Liking
Reciprocation
Scarcity
Social Proof
Emotion
Is this person an expert, truthful?
Would I react same without initial commitment?
Do I like this product, or the person selling it?
Do I feel a “need” to reciprocate, and why?
Would I want this product if not scarce?
Is what the others are doing right for me?
Would I respond differently without emotion?
Resisting Persuasion
• Inoculation a technique for increasing individuals' resistance to an
argument by first giving them weak, easily defeated
versions of it
• Reactance theory –
if feel freedom is threatened, then reduce threat by
engaging in the threatened behavior