Social theme 4: attitudes and persuasion

persuasion

The process by which attitudes are changed.

central route to persuasion

person thinks critically apt contents of message and the strengths and qualities of the argument 

peripheral route

person influenced by superficial cus instead of thinking carefully

-using heuristics or rule of thumb

for a source to be persuasive it must be…2 answers

credible and likable  

sleeper effect

delayed increase in persuasive impact of non credible sources- happens cuz u forget the source but not content 

Primacy effect

remember more information if it was presented 1rst 

-more useful if time has passed 

recency effect

remember more information if it was presented last 

-more useful when deciding immediately 

Need for cognition

personality variable distingushing people based on how much the enjoy effortful cognitive activities 

-the higher it is, more likely to take central route 

high self monitors

may be responsive to messages that promote desirable social images 

inoculation hypothesis

exposure to weak persons of argument increases later residence to that argument

-like getting little dose to become resting to desiese

psychological reactance 

when people think someone is trying to change their attitudes or otherwise manipulte opinions 

self generated persuasion 

more attitude change when people generate arguments instead of passively listening 

-give speech on other topic 

Cognitive Dissonance Theory

-made by Festinger

-action is inconsistent to attitude which causes tension(dissonnce)

-1$ or 20$ experimnet to see who justifies task

insufficient justification

condition. when people freely perform attitude sic repent behavior without large reward

insufficient deterrence

condition where people refrain from engaging in desirable activity even if only mild punishment

self perception theory

-proposed we infer how we feel by observing ourselves and circumstances of out behavior 

impression management theory 

-what matters is to appear consistent 

-self preservation and not appearing ad hypocrite

self esteem theory

People are motivated to maintain a positive self-image, and when their self-esteem is threatened, they experience discomfort (dissonance) and will try to reduce that discomfort by adjusting their beliefs, attitudes, or behaviors.

protection motivation theory

fear appraisals should reduce dangerous healthpracices 

-ex quitting smoking ads 

Disconformation bias 

tendency to notice, refute, and regard arguments as weak the contradict prior beliefs 

Elaboration Likelihood Model ELM

-Petty and Cacioppo

-when people attend to message carefully they use central route: otherwise use peripheral 

heuristic system model 

system processing- when people scan and consider available argument 

heuristic processing- not careful thinking but using heuristics to assume if argument is correct 

ingratiation 

attempts influence by first getting someone to like you 

reciprocity principle

gain compliance by first doing something for someone

foot in door tactic

fist small request then large

door in face tactic

first big request then small

selective exposure hypothesis 

ppl avoid info that contradicts them

induced compliance

person persuaded to behave in way that counters to an attitude 

self affirmation theory 

people reduce impact if threat to self concept by focusing on and affirming competence in some areas

yale aproach

Persuasion depends on who says what, to whom, and how.