Attitudes and Persuasion

Attitude

evaluation about some part of the social world

ABCs of attitude

Affect, Behavior and Cognition

Attitude-Behavior Consistency

Situation (Norms, Heuristics, Others), Attitude (Origin, Strength, Specificity)

Cognitive Dissonance

When you cannot change or justify the behavior, you change the attitude (Inconsistencies among thoughts, sentiments and actions create an aversive emotional state that leads to efforts to restore consistency).

Persuasion

Efforts to change an individual’s attitudes to be in accordance with the desired opinion.

Elaboration Likelihood Model

Central Route and Peripheral Route

Central Route

Attitude Change via systematic processing.

Peripheral Route

Heuristic attitude change (expertise, status)

Reciprocity

Give those who give to us

Door in the face

Lowering is a concession, concede back

Unfair exchange

Repay a favor

Commitment and Consistency

Want to be publicly viewed as consistent

Foot in the door

Agree with first offer, would be consistent to continue agreeing

Low-Ball

Take mental ownership, continue with commitment

Bait and Switch

Commit to general course of action

Social Validation

If others do them, actions are more appropriate

Liking

We are more favorable if we like them

Authority

Conform to Authority

Rules of Persuasion

1. Reciprocity, 2. Commitment and consistency, 3. Social validation, 4. Liking, 5. Authority