PSYC2040 WEEK 5

ATTITUDE CHANGE

• Process through which out attitudes are modified 

• Can be spontaneous (independent learning) 

• Can be deliberate (persuasion from others) 

• People do not approach new information rationally or impartially 

• Existing attitudes will bias engagement with new information 

• Attempts to change attitudes can lead to attitude polarisation (attitudes become more extreme) 

LIKEABILITY MODES

Persuaded by sources' likability via audio or video. NOT written.

WHICH RESISTANCE STRATEGY IS FACILITATED BY FALSE CONSENSUS EFFECT?

Social validation

CONTINUED INFLUENCE EFFECT

When misinformation persists in influencing beliefs/judgements EVEN AFTER it has been explicitly corrected.

CENTRAL VS PERIPHERAL

Central route

• high motivation/ability

• careful analysis of message arguments

Peripheral route

• low motivation/ability

• heuristic cues like star power

SELECTIVE EXPOSURE

• Attitudes influence exposure to new information 

Consistency motives: 

• Promote searching for attitude-consistent information 

SELECTIVE INTERPRETATION

• Attitude influences interpretation of new information 

Biased assimilation: 

• Interpret new information in a way that aligns with existing attitudes 

• More readily accept attitude-consistent information 

ATTITUDE BOLSTERING

Generating thoughts that support existing attitude without directly refuting attitude-inconsistent information 

COUNTERARGUING

Generating rebuttals or counter-arguments to attitude inconsistent information 

SOURCE DEROGATION

Insulting the source, dismissing their credibility 

SOCIAL VALIDATION

Bringing to mind others who share existing attitude 

ASSERTIONS OF CONFIDENCE

Claiming that nothing and no one will ever be able to change our mind 

NEGATIVE AFFECT

Getting angry, irritated and upset  

WHY DO WE RESIST - MORALISATION

Makes attitudes not just a matter of opinion, but a moral issue 

WHY DO WE RESIST - DIFFICULTY

Difficulty associated with change, making it easier to reject new information 

WHY DO WE RESIST - PSYCHOLOGICAL REACTANCE

if persuasion attempt is perceived to threaten one's sense of autonomy, freedom, or independence 

WHY DO WE RESIST - RELUCTANCE TO CHANGE

It involves uncertainty and lack of control  

WHY DO WE RESIST - CONCERNS OF DECEPTION

Especially for those who think their existing beliefs are already correct, accurate, true.  

WHY DO WE RESIST - DESIRE FOR COGNITIVE CONSISTENCY

Can lead to rejection of dissonance-arousing information 

FACTORS INFLUENCING ATTITUDE CHANGE - MESSAGE QUALITY

Stronger arguments -> greater attitude change 

FACTORS INFLUENCING ATTITUDE CHANGE - SOURCE CREDIBILITY

• More credible source -> greater attitude change  

• Perceived to have greater expertise and trustworthiness 

• Credible sources aren't always correct 

• May have vested interests  

• SOMETIMES sources low in credibility elicit attitude change 

FACTORS INFLUENCING ATTITUDE CHANGE - SOURCE VESTED INTEREST

• Individuals stake in the issue 

• Lower attributions of vested interest -> greater attitude change 

FACTORS INFLUENCING ATTITUDE CHANGE - SOURCE

Source attractiveness: 

• More attractive source -> greater attitude change 

Source likeability: 

• More likeable source -> greater attitude change 

Source similarity: 

• More similar source -> greater attitude change 

Source group membership 

• Ingroup source -> greater attitude change 

SOCIAL CONSENSUS

• The attitude the majority of people hold towards a particular attitude object 

• Greater social consensus -> greater attitude change 

• Not everyone will be influenced by consensus information 

FALSE CONSENSUS EFFECT

People automatically infer that the majority of others already think as they do 

MESSAGE FRAMING

• Match between framing of message and attitudes/values of recipient -> greater attitude change  

• Most persuasive appeals are those tailored to recipient  

MORAL REFRAMING

• A technique in which a position an individual would not normally support is framed in a way that is consistent with that individuals moral values  

• Makes it familiar, relevant, easier to integrate  

• Transforms morally 'wrong' attitude to morally 'right' through framing 

COGNITIVE DISSONANCE

• Psychological state aroused when one perceives they hold conflicting attitudes or behaviour 

• Experiencing cognitive dissonance can result in attitude/behavioural change 

PERSUASIVE POWER OF AI

• Conversations with AI can be more effective than changing people's attitudes than humans  

• Due to patience, responsiveness, personalisation and lower perceived bias 

PREVENTING ATTITUDE CHANGE - ILLUSORY TRUTH EFFECT

Tendency to believe that repeated information tends to be correct  

PREVENTING ATTITUDE CHANGE - DELIBERATION

Allows people to pick up on misinformation by processing it carefully 

PREVENTING ATTITUDE CHANGE - DEBUNKING

Fact-checking and correction 

PREVENTING ATTITUDE CHANGE - FOREWARNING

Warning a person in advance that they will be the target of a persuasive attempt  

PREVENTING ATTITUDE CHANGE - PSYCHOLOGICAL INOCULATION

• Exposing a person to persuasive argument + counter arguments to that persuasive argument to build their resistance to real persuasive event 

1.  forewarn person of expected persuasive attempt  

2. present expected arguments person with use to individual 

3. provide the individual with counter-arguments