persuasion5ov - When and how attitudes guide behavior Do...

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Social proof and attitude change
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Social proof and persuasion Trigger feature fixed-action pattern Social proof Must be good if everyone else is doing it “fastest-growing” “largest selling” “most popular”
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Uncertainty and similarity increase persuasion Uncertainty strengthens the effect of social proof Pluralistic ignorance How to combat pluralistic ignorance More likely to use similar others as guide to behavior Information cascades- initial social proof become more compelling as more and more people follow
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Social proof and persuasion Be aware when you are using social proof to be persuaded. Recognize when you are presented with false social proof evidence ex.) canned laughter Recognize information cascades and that the crowd can be wrong or based on a very small initial sample of independent decision makers and the rest are imitators
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Unformatted text preview: When and how attitudes guide behavior Do attitudes predict behavior? Early studies from 1930s failed to find a strong correlation Later research When do attitudes guide behavior? Qualities of the behavior: importance of measuring attitudes and behavior at equivalent levels of specificity Qualities of the person-level of moral reasoning-self-monitoring: high or low When do attitudes guide behavior? Qualities of the situation-norms-time pressure Qualities of the attitude-role of direct experience-attitude accessibility Accessible attitude? How do attitudes guide behavior? Theory of Reasoned Action Theory of reasoned action Attitudes: expectancy value Subjective norms Research Theory of planned behavior: perceived behavioral control...
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This note was uploaded on 03/30/2008 for the course COM ARTS 368 taught by Professor Vanswol during the Spring '08 term at Wisconsin.

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persuasion5ov - When and how attitudes guide behavior Do...

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