Noteshells09 - Attitude Change: Self-Persuasion 1 Outline...

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1 1 Attitude Change: “Self-Persuasion” 2 Outline Routes to “self-persuasion:” Consistency Balance theory Dissonance “Tricks” Social proof Scarcity Reciprocity Liking 3 When do consumers persuade themselves? Some factors increase the likelihood that consumers will change their attitudes “on their own.” Can we harness those factors and make them work for us? Take advantage of ingrained habits and principles to produce the sort of behaviors we want. First principle: Consistency
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2 4 Consistency People value harmony among their thoughts, feelings, and behaviors. Heider’s Balance Theory: Balanced Triad Joe Consumer Cigarette Smoking Joe’s friend Chris + + + 5 Consistency Heider’s Balance Theory: Unbalanced Triad Joe Consumer Cigarette Smoking Joe’s new friend, Julie + + __ 6 More about Balance Theory Tend to dissociate the self from things doing poorly, and include the self in things doing well. Ex: How did UF do this weekend? Basking in Reflected Glory To keep things balanced, we like to see consistency in the world. “Kill the messenger.” Implications for selecting spokespeople
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3 7 Consistency and Inconsistency Dissonance theory We like consistency between thoughts, feelings, and behaviors. We feel “dissonance” when there is inconsistency.
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Noteshells09 - Attitude Change: Self-Persuasion 1 Outline...

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