A psychological approach of persuasion Flashcards
Lecture 1
How an why was there a replication crisis?
Poor research method and statistics
Low bar for good explanations
‘wrong’ (insufficient critical) mindset
Low bar for good explanations
Flexible theories
Explanation just rediscribes phenomenon
Explanation with “general” principle that only applies to specific case
One-word explanations
Nature = openbook
Niet waar voor psychologen. Met de natuur observeren zien we maar een klein deel.
3 foundations of psychology
Bounded rationality
Humans have goals
Evolution by natural selection
Waarvoor zijn de foundations of psychology?
Deze moet je controleren als je een paper leest om sceptical te zijn. Dus bv kijken of een theorie wel bounded rationality heeft.
Bounded rationality (Herbert Simon)
Mind is like a computer but because we must have limits and use approximate methods to handle tasks (heuristics). Their rationality is bounded. (Scissors methaphor)
Scissors metaphor
Human rational behavior is like a scissor whose two blades are ‘the structure of task environment” and “the computational capabilities of the actor”. Dus context en cognition bepalen het rationele gedrag van de mens.
Humans have goals (James)
Malow’s triangle of needs, more versions.
Evolution by natural selection (Darwin)
- Natural selection does NOT explain everything
- Psychology must be consistent with natural selection
- Consider if theory/explanation is consistent with natural selection
How do you get the fit of Simon’s scissors?
Natural selection
Advertising basics
- Advertising is any paid communication by identified sponsor aimed to
inform/persuade target audience. - Advertising is ancient
- Advertising goals change over product life cycle
- Other forms of marketing and promotion are used
- Different views on the functions of advertising
- Persuasion can be useful
Product life cycle
Early on, need to create demand and awareness. Later on need to differentiate from competitors, extend product range.
Psychological approach on advertising
effect of advertising on individual including attention, memory, emotions, attitudes, intentions and actual buying behavior.
Sales- response model
Not psychological approach. Only measures the total input-output. S-shaped (eerst weinig impact dan stijging) or Concave (meteen impact ad) Y-as: sales X-as: ad kosten
Hierarchy-of-effects models
AIDA: attention –> interest –> desire –> action.
Meerdere modellen zoals DAGMAR.
Pro: adds intermediate steps between message and consumer response (Think –> feel –> do)
Con: geen goede voorspeller (niet altijd high consumer involvement en een volgorde)
Evaluation plays key role!
DAGMAR
Defining advertising goals for measured adevertising results.
Foote, Cone, and Belding grid
Y-as: low/high involvement, X-as: Think (L) Feel (R). Dan heb je vier cones met Think, Feel en Do er in, maar andere volgorde. This model acknowledges differences in involvement.
High involvement and Think
Think Feel Do
High involvement and Feel
Feel Think Do
Low involvement and Think
Do Think Feel
Low Involvement and Feel
Do Feel Think
Cognitive response approach
Problemen met andere modellen consumers are seen as passive but we are not sponges we are active (consumer behavior too complex for single model). Basis van dual process theories: add spectrum of involvement.
Psychological approach to persuasion
Persuasion happens not only in advertising and is not well understood.
Nudges and vaccination (example persuasion)
In a study different messages were send to pick up vaccine for the flu. For example: stay healthy pick up the vaccine or vaccine is ready. Scientist rated the efficacy but it was totally different than what worked, Lay people were better (not good). Also the nudges helped but effects were small.
Campaign (example persuasion)
There were 2 videos: 1 political, 1 not political. Which was more likeable? Result inconsistent only “how pussy” the video was the same. Conclusion: persuasion is not well understood.
3 components of attitude (ABC model)
Affective, behavioral and cognitive
What influences attitude
Genetics (personality traits), Social learning (opvoeding), Derive from own behavior, Experiences (conditionering) and mere exposure (onbewust)
What is attitude? (2 theories)
No consensus on specific definition.
1) = predispositions: psychological tendency by evaluating if you like something or not
2) = evaluative responses
You use both!
Contra response attitude = predisposition
If attitude are defined as response than attitude cant explain behavior. Because than attitude happens after behavior. (verschil met trait)
Contra response attitude = evaluative responses
Attitudes can change quickly, input –> mechanisme (dispositions) –> output (evaluation) –> behavior. Here follows that attitude is a psychological response that influence some downstream behavior (not overt cause than not usefull).
File-drawer model (predisposition)
Attitude is a learnt structure in long-term memory that is activated when perceiving attitude object. Attitudes are files with evaluative information in mental database (drawer). Implies stability.
Attitudes-as-constructions model (response)
Attitudes depend on what people think about at a given moment. Evaluation is made based on salient or accessible information.
How do people form attitudes? (ABC model)
Cognitive information (beliefs): Direct experience vs. transmitted information (meegemaakt vs gehoord via via) en Heuristics (if-then shortcut)
Affective information (feelings): Mere exposure, evaluative conditioning and affect as information (heuristic).
Behavioral information: self perception theory
Self perception theory
Derive attitude from own behavior. I play soccer three times a week, than I probably like it.
Attitude strenght
Stronger attitude influences behavior and information processing more, is more stable over time and is greater resistance to persuasion.
What influences the attitude strenght?
Accessibility, importance, knowledge, certainty, non-ambivalence, consistency, extremity.
