Attitude Change Flashcards
Distraction
Disables our ability to derogate the source or come up with counter arguments, thus increasing likelihood of attitude change.
Forewarning of intent
Merely knowing someone is trying to persuade you (w/o even knowing their message/position) makes it easier to resist the persuasion.
Forewarning of position
Knowing the content/the message someone is trying to persuade you makes it easier to resist the persuasion by thinking about counterarguments and derogate the source.
Self-esteem
People with lower self-esteem place lower value on their beliefs, and so are easier to persuade than people with higher self-esteem.
Inoculation
Mild experience with persuasion increases defenses in the future and helps resist persuasion.
Strength of commitment
Increased by behavior, making public statements, choosing the position freely. More commitment to attitude, less likely to change it. Commitment lowers the discrepancy at which source derogation occurs. (think of a salesperson approaching your door and asking if you would like to sign a petition. It will be easier for those who agreed to this to also do another task, like posting a sign outside their homes)
Fear arousal
Greater fear increases attitude change, but if a person feels too threatened, they will deny the danger.
Discrepancy
The amount of difference between our intital attitude and the attitude that is being suggested to us. Up to a limit, the greater the discrepancy, the greater the attitude change. If the discrepancy is too high, it would make us doubt the message. (think of a parabola)
Communicator’s Likability
We are more likely to be persuaded by people we like due to similarity or attraction.
Communicator’s Credibility
The more we think the communicator of an argument is credible (trustworthy and/or has expertise), the more likely we are to change our attitudes.
Counterarguing
Refuting a message weakens the impact of it. If someone cannot think of a good counterargument, it is easier to persuade them.
Distortion of Message
Assimilating message to make it similar to what you believe; or contrast to make it extreme so it’s easy to reject.
Source derogation
Easily discrediting a source to maintain consistency in one’s own beliefs. It is not inconsistent to disagree with a source you do not trust.
Desire for consistency
The need to reduce inconsistency due to tension.
Transfer of Affect
Associating an idea/object with something positive or negative affects attitudes toward the object or idea – it transfers the affect. Affect means emotion or mood. (think of the car advertisement example)
