Lecture 4 PSY220 Attitudes & Persuasion (2013) white for PDF

Elabora8on likelihood model personally relevant

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Unformatted text preview: •  The sex group discussed the sex lives of cockroaches (very dull) •  How much did parJcipants like the discussion? Results 100 How much did you like the discussion? 94 88 82 76 70 No Initiation Mild Initiation Severe Initiation Induced Compliance Subtly compelling people to behave in a manner that is inconsistent with their beliefs, a1tudes, or values, which typically leads to dissonance and to a change in their original a1tudes or values in order to reduce dissonance Boring Task Study •  ParJcipants worked on a series of boring tasks •  Control group: asked how much they enjoyed study •  ParJcipants in experimental groups were asked to tell another person that the tasks were enjoyable –  Half were paid $1. –  Half were paid $20. •  How much did parJcipants enjoy the (boring) tasks? Results 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 - 0.2 - 0.4 - 0.6 Control $1 $20 Recap •  Our a1tudes have affecJve, behavioural, and cogniJve components. •  Different components do not always match. •  Behaving inconsistently with our a1tudes can feel unpleasant (this is dissonance). •  We can reduce dissonance by changing our a1tudes. Break Plan for Today •  Part 1: A0tudes: How do we evaluate people, objects, and ideas? Do we do what we say and say what we do? •  Part 2: Persuasion: How can we change people’s a1tudes? Persuasion An aiempt to change a0tudes Two Ques8ons 1.  How can we persuade people? –  Two main routes to persuasion 2.  How can we be more persuasive? –  Who says what to whom? Central route: you think carefully about a message and are influenced by...
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