persuasion

Attitudes Follow Behavior's

people internalize commitments made voluntarily, publicly, and repeatedly

Compliance breeds acceptance

strengthen member identities as member→ behavioral rituals, public recruitment, and fundraising

the greater personal commitment the more the need to justify it (membership)

The communicator

charismatic leader→ audience perceive as trustworthy

The message

emotional message→warmth and acceptance (showering newcomers)

travels through channels, social pressure, lectures, small-group discussion

Audience

analytical or image and or age

channel

actuve vs passive

Case of suicide bombing

Young men→ recruit under authoritative, religiously-oriented communicators

Public commitments -creating goodbye letters, wills, farewell videos

Group Effects

power of the group to shape members views and behavior

separates members from previous social support systems and isolates cult members

Social Implosion: external ties weaken collapses

Group Effects

lose access to counter-arguments

Group Effects

Within the cult members only engaged with each other →

Group Effects

frowns on punishes disagreements→ help eliminate doubts

Group Effects

social cocoon→ intense beliefs→ profound influence on member’s behavior

Public opinion about climate change

Public opinion about climate change

vivid are recent experiences overwhelm abstract statistics

Public opinion about climate change

brains are designed to attend to immediate situations not→ out of sight data→ record braking blizzards are attributed winter freeze

Persuasion and Climate Change: How Do we Address Global Warming

newer fridges consume half the as the ones sold 10 years earlier

system justification tendency

way for us to feel comfortable with culture

Reducing Consumption -Persuasion and Climate Change: How Do we Address Global Warming

social identity has a strong impact on how much we consume

shifting consciousness:

thing “we” instead of “me” appreciate our interdependence

value equity, justice, and the human community

money fails to satisfy and encourage intrinsic values

How can persuasion be resisted?

attitude strength (confidence/validity)

Information-Processing Biases

motivation to sustain cognitive consistency

biases break down influence in processing information in stages

Selective exposure and Attention

Selective exposure and Attention

exposure→ attitude which affects the information they expose themselves

attention→ affects how much of the information they pay attention to

Selective processing judgment

already in flavor the study aligned with their point more than the other

selective memory

uses as a means to protect ourself from inconsistent information

Strengthening personal commitment

Strengthening personal commitment: Challenging Beliefs

mildly attacking position→ cause a reaction, becomes more committed

attacking committed people→ Extreme behavior takes root to defend their beliefs

Strengthening personal commitment: Developing Counter-arguments

mild attack brings resistance → weak argument prompts counterarguments→ available for strong counter

Strengthening personal commitment: attitude inoculation

subjected to small amounts of belief-threatening material

Credible communicators

speaks unhesitatingly, eye contact, argue against own self-interest

routs systematic or central route

naturally analytical or involved in issue

no systematic thinking

peripheral route use of heuristic/incidental makes snap judgments

central route

more thoughtful less superficial, more durable influence behaviour

what are the elements of persuasion?

message form of the audiences existing beliefs and message itself persuades