Chapter 7: Attitudes and Persuasion

Social Psy

What are attitudes

Evaluations of people, objects, or ideas. Reflect how we feel toward someing.

3 components of attitudes

Affect (emotional): feeling or emotions toward something.

Behavioral: how we act toward it.

Cognitive: beliefs or thoughts about it.

Origins of affectively based attitudes

Come from emotions and values.

Classical conditioning

association between a neutral stimulus and something we already like/dislike.

Operant Conditioning

Behavior toward an object is reinforced or punished.

Observational learning

imitating others’ emotional reactions

values and morals

deeply held beliefs

Theory of planned behavior

how attitudes predict behavior when people have time to think. Strong intentions lead to more likely behavior.

Behavioral intentions

plans to act

Subjective norms

perceived social pressure

Perceived behavioral control

how easy or hard it seems to perform the behavior.

Elaboration likelihood model (ELM)

Two routes to persuasions

Central route and peripheral route

Central route

careful, thoughtful processing of arguments. (motivated and able to think deeply)

Peripheral route

focus on superficial cues aka emotions. (unmotivated or distracted)

Central route processing needs

Motivation and ability (time and knowledge)

Attitude change

Central route: strong, lasting attitudes. Resist change and predict behavior

Peripheral route: temporary, weaker attitudes. Easily influenced. 

Emotions as heuristics

how we feel decides what we think

Affect heuristic

using emotion instead of logic to judge something

Fear messages

Needs moderate fear (not too mild or strong).

Clear and specific solution to reduce the fear.

Attitude inoculation

exposing people to small, weak arguments against their beliefs so they build resistance to stronger persuasion later. 

Product Placement

embedding products naturally within movies, shows, or social media,

PP effectiveness

defenses are down

Associate the product with positive feelings

PP defensives

be aware

media literacy

forewarning

Reactance theory

when people feel their freedom to choose is threatened, they experience an unpleasant state of reactance and often do the opposite of what is being pressured.

Reduce reactance

emphasizing choice and autonomy