9.8.06 - c Scarcity d Orders e Laws/Rules B The apparent...

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D. Assumptions that underlie balance theories: - We assume it is easy to unbalance - We assume people see an imbalance - We assume people will expose themselves to dissonant-creating information - Research indicates that we expose ourselves selectively to information and sources - We assume that people cannot tolerate imbalance or inconsistency. VI. Psychology reactance theory: We do not like being told how to behave, so persuasion may have a “Boomerang effect” (May explain why campaigns to STOP smoking, drinking, and having unprotected sex and to START going on diets, wearing seatbelts, and eating more veggies have generally failed) A. Strategies that may cause psychological reactance: a. Censorship b. Limited editions
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Unformatted text preview: c. Scarcity d. Orders e. Laws/Rules B. The apparent loss of freedom makes us: a. Desire/Value the restricted behavior more. b. Devalue alternatives we are stuck with c. Resent the restricting agent C. The extent of our reactance depends on: a. Perceived importance of behaviors b. Magnitude of the threat: regulation vs. elimination. VII. Inoculation Theory: To build up a defence ( to immunize) against persuasion.-Recent study on direct mail: inoculation by direct mail is more effective than refutation after a person has been the target of persuasion. A. Inoculation depends on motivation = (a perceived threat) B. Inoculation depends on our capability of defending a belief/attitude/value...
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This note was uploaded on 04/22/2008 for the course COM 318 taught by Professor Stewart during the Spring '07 term at Purdue.

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