4 attitudes Flashcards
what is persuasion
persuasive communications message intended to change attitude and related behaviors of an audience.
what are 3 factors that influence persuasion
source: (expert opinion, attractiveness, speech rate)
the message: linguistic power (e.g body language that shows confidence), we are more easily persuaded when the message intended is not manipulative, repeated exposure (creates familiarity),
the audience: previous information.
dual processing
central root: deeper (camera example spending hours reading about it
peripheral: more superficial judgements
third person effect
people think that they are less influenced by eg advertisements than others
sleeper effect
when a long period of time passes after the message has been received we tend to forget the source and the message sticks.
self consistency theory
humans are driven by desire to feel moral which leads to distress from inconsistent behavior which leads to change of attitude.
self-perception theory
people learn about their own attitudes and character traits by observing their own behavior. We interpret our own actions the way we interpret others’ actions, and our actions are often socially influenced and not produced out of our own free will, as we might expect.
how does being ordered by a positive vs negative authority figure affect your compliance and how you feel about it?
induced compliance: this takes place when people comply in a manipulative case (.eg. Zimbardo, military training study). When being ordered by a negative authority you are more likely to comply - around 50% complied to eating grasshoper.pps were unable to explain as to why they ate grasshoppers. when ordered by Positive authority pps were able to explain as to why they ate the grasshoppers, reasoning was due to liking the authority figure.
how do we change our behavior
theory of planned behavior
specific attitudes
subjective norms
perceived behavioral control
resolution of dissonance
we can increase the attractiveness of the chosen option and decrease the attractiveness of the alternative option. it occurs in a free case choice.
according to theory of planned behavior, what is the best prediction of people’s behavior
their intention. which is determined by 3 things;
- Their attitude towards the specific behavior,
- social norms,
- perceived behavioral control what it is
specific attitudes
The theory of planned behavior holds that the more specific the attitude towards the behavior in question, the better that attitude can be expected to predict the behavior
how do subjective norms play a role in deciding how to view someone’s behavior
In addition to measuring the attitudes towards a behavior , we also need to measure subjective norms — People’s beliefs about how others they care about will view the behavior in question
Perceived behavioral control
people’s intentions are influenced based on their perception on how well they can perform the behavior. If people think it’s difficult to perform a behavior, for instance to use a condom when having sex, they won’t form a strong intention to do so
based on the elaboration likelihood model, what’s the difference between the central and peripheral route
central route =
peripheral route =
