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LECTURE 6 Changing Attitudes (and Behaviours) 1) Administration 2) Elaboration Likelihood Model (ELM) 3) Factors that Influence the Effectiveness of the Persuasion 4) Don’t Vote clip 5) Break 6) Cialdini’s Six Principles of Persuasion 8) Next Classes Arousal and Cognitive Dissonance Dissonance and the pill (Cooper & Zanna, 1974) Procedure • Subjects were asked to write a counter-attitudinal essay – banning all speakers on campus • Either an illusion of high choice or low choice • Given a pill – told will be arousing, have no effect, or be relaxing (really a placebo) • Examine attitude change Dissonance and the Pill Dissonance and the pill (Cooper & Zanna, 1974) 14 Attitude Change 12 10 8 High Choice 6 Low Choice 4 2 0 Arousal No effect Purported Pill Effect Relaxation Persuasion The process by which a message induces change in feelings, attitudes, or behaviours. How do we get people to feel, believe, and do what we want them to feel, believe, and do? Elaboration Likelihood Model Elaboration Likelihood Model • Persuasion via the Central Route: – A focus on the actual content of the arguments that stimulates thinking about the new attitude (also known as systematic processing) • Persuasion via the Peripheral Route: – Acceptance is triggered by incidental cues (e.g., attractiveness of the speaker) without much thinking (also known as heuristic-based processing) Increasing Minimum Wage Central Route Great arguments. I’m convinced! Peripheral Route He sounds smart. I’m convinced! Central Route Peripheral Route Elaboration Likelihood Model Motivation x Ability Motivation to process the arguments Factors related to motivation that influence the likelihood that you will elaborate on the issues – – – – Personal relevance Responsibility for evaluating message Need for cognition/Need for Closure Incongruent information Motivation x Ability Ability to process the arguments Factors related to ability that influence if you can process the information in the arguments – – – – – Message clarity Repeating the message Distraction/time pressure Channel of communication (print) Individual differences in intelligence Motivation x Ability Motivated Yes Yes Ability to Process No central No Argument quality is important to the Central Route: • Strong arguments – make you more favourable toward the object/issue • Weak arguments – make you less favourable toward the object/issue Elaboration Likelihood Model Attitudes changed via the Central Route are: • longer lasting • more predictive of behavior • more resistant to change Motivation x Ability Motivated Yes Yes No peripheral Ability to Process No peripheral peripheral Elaboration Likelihood Model Argument quality is less important to the Peripheral Route: • Strong arguments and weak arguments can have the same effect. • Weak arguments are less damaging. Attitudes changed via the Peripheral Route are: • less longer lasting; more temporary • less predictive of behaviour • less resistant to other people trying to influence our attitudes Ingredients of Persuasive Appeal Yale Attitude Change Approach 1. Communicator (who said it?) 2. Message (what was said?) 3. Audience (to whom?) Communicator • Credibility – Expertise – Trustworthiness/Self-Interest – Likeability • Attractiveness – Physical Appeal – Similarity Message (besides quality of arguments) • Two-sided versus one-sided arguments – Two-sided are better if you can refute the other side • Emotion – positive feelings (peripheral processing) – fear (motivating especially if have plan) • Discrepancy – Credibility of communicator – Involvement of audience • Primacy versus recency – Primacy normally better Message – Primacy/Recency Primacy Effects: Information presented first has the most influence Message1…Message2…………….….Response Recency Effects: Information presented last has the most influence Message 1…………………Message2…Response Audience • What are they thinking? – The ability and motivation to counter-argue is the key to whether persuasion works (via the central route) • • • • • Forewarned Distraction Involvement Need for Cognition/Need for Closure Innoculation NEED FOR COGNITION A personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities. Sample Items: I usually end up deliberating about issues even when they do not affect me personally. I only think as hard as I have to. (R) NEED FOR CLOSURE A personality variable reflecting the desire to possess some knowledge on a given topic, any definite knowledge as opposed to confusion and ambiguity. Sample Items: I usually make important decisions quickly and confidently. I feel uncomfortable when someone’s meaning or intention is unclear to me. ATTITUDE INNOCULATION The process of making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position. Don’t Vote Clip http://www.youtube.com/watch?v=0vtHwWReGU0 Yale Attitude Change Approach 1. Communicator (who said it?) • Credibility (Expert, Trustworthy/Self-Interest, Likeability) • Attractiveness (Physical Appeal, Similarity) 2. Message (what was said?) • Two-sided versus one-sided arguments • Emotion (Positive Feelings, Fear) • Discrepancy 3. Audience (to whom?) – The ability and motivation to counter-argue (Forewarned, Involvement, Innoculation) Elaboration Likelihood Model Voter Turnout in Canadian Federal Elections Next Election – October 2015 2011 – 61% 2008 – 58.8% (lowest in Canadian history) 2006 – 65% 2004 – 61% 2000 – 64% 1997 – 67% Influence: The Psychology of Persuasion Robert Cialdini (2001) – Participant Observer Six Persuasion Principles Robert Cialdini (2001) 1. Consistency – foot-in-the door – bait and switch – low-ball – legitimizing paltry favors – how are you feeling technique Foot-in-door • • Presented with a small request (that almost everyone would agree to), followed by a larger request Operates due to the consistency principle (if I act in a certain way initially, I have to continue to act in a similar way) Six Persuasion Principles Robert Cialdini (2001) 2. Social Validation – List technique – Littering studies (Cialdini, Reno & Kallgren, 1990) • Norms • Salience of norms (whether notice norms or not) Six Persuasion Principles Robert Cialdini (2001) 3. Reciprocity – Reciprocation of favours • Name stickers, flower seeds, – Reciprocation of concessions • Door in face • Delinquent kids study (Cialdini, Vincent, Lewis, Catalan, Wheeler, & Darby, 1975) Door-in-the-face • • • Presented with a LARGE request (expected to refuse), followed by a smaller, more reasonable request (expected to accept) Operates due to the reciprocity norm (if I do something nice for you, you should do something nice for me) Not to be confused with foot-in-the-door Six Persuasion Principles Robert Cialdini (2001) 4. Friendship/Liking – Tupperware and Lingerie Parties – Neighbourhood Breast Cancer Garage Sale – Save the Children Campaign Six Persuasion Principles Robert Cialdini (2001) 5. Scarcity – limit on products, time, etc. – Dwaze Dagen/Boxing Day/Black Friday – Only This Weekend! – Gone is gone Six Persuasion Principles Robert Cialdini (2001) 6. Authority • Milgram Studies next lecture, military, etc. Six Persuasion Principles Robert Cialdini (2001) If you wanted to get some money from your parents, would you first: a) ask for $20 and then ask for $100 (start small) or would you b) ask for $100 and then ask for $20 (start big) Principle of Reciprocity of Concessions Six Persuasion Principles Robert Cialdini (2001) If you want to get someone to help you move, would you first: a) tell them you only have a few things and then later tell them you have a lot? (start small) or would you b) tell them that you have a lot and then later tell them that you only have a few things? (start big) Principle of Consistency Six Persuasion Principles Robert Cialdini (2001) 1. Consistency (e.g., foot-in-the door) 2. Social Validation (actions/attitudes of others) 3. Reciprocity (of favors and concessions) 4. Friendship/liking 5. Scarcity 6. Authority Next Class • Class 7: No classes - Reading Week (Feb 19th) • • Class 8: No classes (Feb 26th) Reading material: Chapter 8: Group Processes: Influence in Social Groups, pp. 234-269. • Class 9: (Group Dynamics and) Conformity (March 5th) Reading material: Chapter 7: Conformity: Influencing Others, pp. 192-233.