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Attitudes, Attitude Change, and Persuasion Joshua Phelps February 14th 2005 Attitude Exercise Demonstration of Attitude Research in Social Psychology 15 minute questionnaire Lecture Outline Attitudes: What are they, Why are they important, How do we measure them?? Attitudes and Predicting Behavior Attitude Change and Persuasion Compliance 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 Behavior Personal Relationships Politics and Public Opinion Consumer Issues Attitudes and Social Psychology Individual, Interpersonal, and Societal Levels Psykologisk Institutt Examples Health Attitudes Illegal Immigrants Pro Social Attitudes Function of Attitudes (Bohner & Wänke, 2002) Knowledge Higher Psychological Needs Measuring Attitudes Direct Measures Self-Report Indirect Measures Disguised Attitude Non-Reactive Physiological Implicit https://implicit.harvard.edu/implicit/ Difficulties Measuring Attitudes Operationalization Demand Characteristics Social Desirability Attitudes and Behavior LaPiere (1934) Complex Relationship Factors Influencing Attitudes and the Prediction of Behavior Precision of Measurement Aspects of Attitude Individual Difference Situational 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-Induced Active Participation of the Person Persuasion An 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 Effects Effort-Justification Induced Compliance Free Choice Persuasion Persuasive Communication: Message intended to change an attitude and related behaviors of an audience (Hogg and Vaughan, 2005) Factors Influencing Persuasion Communicator Credibility, likeability, attractiveness Message Repetition, Fear, Facts vs. Feelings, Framing Republican National Convention Audience Self-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 Reciprocity Multiple Requests Foot-in-the-Door Door-in-the-Face Low Ball Cialdini’s 6 Compliance Principles Reciprocation Commitment/Consistency Liking Authority Scarcity Social Proof Questions for Next Lecture Email: [email protected] Clarify 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 Consistency Theory of Reasoned Action/Planned Behavior Three types of Dissonance Effects (pg 226235) and alternatives to Dissonance. Dual Process Models of Persuasion Resistance to Persuasion