Trusted Source: triad. (Authority, likeability, honesty)Target: no firm opinion. No threat to esteem. Little experience in defending position. Message: 2 sided. Trigger self-relevant emotions, like worry. Examples and testimonials, not statistics.ELMPersuasion: attempt by aperson or group tochange ouropinions, beliefs, orchoices byexplaining orarguing their position.Attitude changes that result mostly from processingissue-relevant arguments (central route) will show greaterpersistence, greater prediction of behavior, and greaterresistance to counter persuasion.When the listener decides whether to agree with themessage based on other cues (authority or attractive person),the attitude is more vulnerable to change.
Central-Route to Persuasion: attitudechange results from a person paying attention to thecontent of a message. Peripheral Route to Persuasion: changes to attitudes result from people processingsuperficial message cues only (expertise orattractiveness of the message source). Why Do They Work? Individuals like thingsmore if they have worked for them. Working a little bitfor a cause makes you like it more, called justificationof effort. This could explain the foot-in-the-door andalso why severe initiations cause us to like being in agroup more.Reciprocity Norm: requires we matchwhat another does. I backed down from a big request so…THE NATURE OF GROUPSSocial Influence: group living is an important part of human evolutionary history. A group is 2 or more people who interact and are interdependent. Group life guides, constrains, and sustains us. Group Rejection/Exclusion: depression, confusion,aggression. Dorsal anterior cingulate will be activated inthese situations. Same area as physical pain. Social Facilitation: when the mere presence ofothers affects our performance. Improvement on easy tasks,impairment on difficult tasks. Social Loafing: occurs when the presence of otherscauses individuals to relax their standards and slack off. Morelikely if individual effort cannot be separated from the group.CONFORMITYSocial Norms: when society imposes rules aboutacceptable behavior by one’s cultural context. Conformity: when people adjust their behaviour towhat others are doing or adhere to norms of their culture.Informational Social Influence: occurs when peopleconform to the behaviour of others because they view them asa source of knowledge about what they are supposed to do.(Adopt view, i.e. when a refugee moves to Canada). Motivationis to be right (Sherif’s Autokinetic effect study). Normative Social Influence: occurs when people goalong with the behaviour of others in order to be accepted bythem. Motivation to fit in, does not mean private acceptance(you don’t necessarily believe that it’s right). “Go along with toget along”Solomon Asch assembled several groups of 6-7 peoplein the lab and told them that he was researching visual acuity. He showed the participants 2 cards, one with three lines of varying length, and one with a single line. Participants had to determine which of the