Attitudes

Question 1

attitudes

Answer 1

set of ideas/directions helping us to guide us in the world around us (our reactions/behaviors)

Question 2

Persuasion

Answer 2

trying to change someone’s attitude about something (it’s about their behavior, less caring about what is going on in the mind)

Question 3

components of persuasion

Answer 3

1. who is the source of the message (who gives persuasive arguments)
2. what is the message itself
3. how is the message conveyed (medium)
4. who is the person you try to persuade (target)

Question 4

source credibility (experiment + it’s 2 components)

Answer 4

see War-video experiment:
- when assuming propaganda; people refuse to listen
- when seen as information; much more persuasive
-> same content can have really different impact

2 components:
- expertise of argument giver
- trustworthiness of giver
-> packages the persuasion message; if low credibility discounting cues come into place (power of message diminishes) -> telling one not to bleibe the message (opposite to acceptance cues)

Question 5

Timeline of persuasion
(+ dissociation hypothesis (DH))

Answer 5

see questionnaire over period of time experiment (persuasion after first fill out; high and low credibility source)
- memory for source decreased over time
- directly after persuasion; people show more attitude change in the direction of message given for high vs low credibility source
- long term; for high credibility there is decrease of agreement over time (moves back to where it was before => normal decay), for low credibility message actually increased (discounting cue is gone)
-> source does not matter anymore after some time

DH: normal decay happens since source of message gets forgotten over time;
- high credibility = normal decay
- low credibility = sleeper effect (increase in persuasion)
-> disassociation

Question 6

nonverbal cues (source characteristics)

Answer 6

-> strong body language is more persuasive
see election candidates speech example (just watching videos without tone, just facial expressions);
- different aspects of body language and facial expression are related on how we respond to something

see head shaking or boring example (subconsciously) while hearing arguments on why tuitions should be raised;
- head movements are used as heuristics, body telling us if we agree or not, therewith might help persuasive messages

Question 7

distraction (source characteristics (target))

Answer 7

see film experiment (mismatch between video and audio = distraction);
- distracted people are more persuaded -> disruption equally enhance persuasion
- first faction protects against unpleasant persuasive attempts of looking for counter arguments

see light flash experiment while listening to speech while tuitions should be raised;
- the more distracted, the less time to find counter arguments -> fewer counter arguments found means enhanced persuasion

Question 8

Yale Model (elaboration likelihood model)

Answer 8

-> source, target, message and medium go together during persuasion

central route: thinking about message (check consistency prepare arguments) -> motivation needed

peripheral route: superficial aspects, heuristics, rules of thumb -> no deep thought needed, making it easier

-> route used dependent on relevance of message for the target

see photocopier experiment; evaluating size of request -> small request people say yes even if no reason given, large request people are more mindful (just if proper reason is given they allow)