5: Attitudes and Behaviour Change Flashcards
What is the third person effect?
People think they are less likely to be influenced by adverts than others
Who came up with the Yale attitude approach?
Hovland
What is the Yale attitude approach?
What makes a message persuasive?
Communicator
Message
Audiance
What are the componants of the Yale attitude approach?
Communicator
Message
Audiance
What is the communicator componant of the Yale attitude approach?
The person that conveys the message. They must be trustworthy and seen as a competant expert
What is the message componant of the Yale attitude approach?
The importance of an argument and how much someone cares about an issue makes it more persuasive as it has a direct impact
Repition and vividness helps
What is the audience componant of the Yale attitude approach?
People with moderate self-esteem are the most easily persuaded
Middle aged people are most resistent to persuasion
Are fast talkers seen to be more or less persuasive?
More (Miller, 1976)
How does attractiveness influence persuasion?
Physically attractive people are better able to persuade others and tend to earn more money
Why does repition increase chances of persuasion?
We assume a message is true if it’s repeated
Familiarity increases how much we like the message
What kinds of moods are best for persuasion?
Fear: Where you arouse fear and then reassure them with the content of the message
Happiness: Impairs out ability to think critically
Which age group are less likely to be persuaded?
Middle aged people
What are some dual process models for persuasion?
Elaboration liklihood model
Heuristic systematic model
What is the elaboration liklihood model?
The perceived impact of a message effects how much we play attention to it. If we think it affects us, we play more attention
What is the heuristic systematic model?
People who attend a message more carefully use systematic processing. Those who don’t use heuristics
What is compliance?
Superficial, public and transitory change in behaviour in response to requests, coercion or group pressure
What are some tactics to ensure compliance?
Ingratiation
Reciprocity
Mltiple requests
How can ingratiation be used to ensure compliance?
Getting them to like you and agreeing with them.
You appear similar and attractive to them due to compliments and then are able to influence them.
How can the reciprocity principle be used to ensure compliance?
If you do a favour for someone, they’re more likely to do what you want afterwrds as they feel guilty
What is the foot in the door technique of ensuring compliance?
Asking for a small favour before a larger one
If the discrepancy is too large, they’ll refuse so smaller steps must be taken
What techniques are there to ensure compliance for multiple requests
Foot in the door technique
Door in the face technique
Low ball technique
What is the door in the face technique for ensuring compliance?
Asking a larger favour which the other person turns down in order to get a smaller one
What is the low ball technique of ensuring compliance?
Get them to commit to a favour first, and then add more stuff on afterwards
Who came up with cognitive dissonance theory?
Festinger
