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
What is cognitive dissonance?
When people become aware of the inconsistancy between how they think and how they act
People are motivated to reduce dissonance by changing their beliefs or changing their behaviour
What are the two ways of reducing cognitive dissonance?
Changing our behviour to fit our beliefs
Changing our beleifs to fit our behaviour
What is the effort justification paradigm of cognitive dissonance?
Dissonance is experianced when great effort is made for a modest goal
Such as weight loss
What is the induced compliance paradigm of cognitive dissonance?
Dissonance is experianced when we are persuaded to behave in opposition to our attitude
Such as bribary
What is the free choice paradigm of cognitive dissonance?
Post-decision uncertanty and dissonance gives way to post-decision confidence which makes the dissonance go away
People are more confident after making their bets than before
When is dissonance more likely to lead to attitude change instead of behavioural changes?
When they’ve explained their effort
When they can’t attribute behaviour to external factors
When they believe they’ve made a free choice
What are some ways we resist deliberate persuasion?
Forewarning: Knowledge that one is about to become the target of persuasion
Selective avoidance: Tendency to avoid exposure to information that contradicts our view
Inoculation: Exposure to weakened counter arguments to build up immunity to persuasion
