Lecture 5 - Attitudes and Persuasion Flashcards
What is the definition of an attitude?
A cognitive representation that summarises an individual’s evaluation of a particular person, group, action or idea.
What is the definition of persuasion?
The process of forming, strengthening or changing attitudes via communication.
What are 3 components of attitude structure and what do they each entail?
- Cognition: facts and beliefs
- Affective: emotions and feelings
- Behavioural: past, present and future behavioural interactions
What are the principles of attitude structure?
- Consistency (more agreement between the cognitive, affective and behavioural aspects of attitudes will lead to stronger and more predictable attitudes.)
- Negativity bias, because negative aspects have a greater weight than do positive aspects.
- Accessibility –> something which comes to mind quicker tends to be stronger.
Do stronger or weaker attitudes link more to our behaviour?
Stronger
What does ELM stand for?
Elaboration Likelihood Model
What does the ELM propose?
The Elaboration Likelihood Model proposes that there are two routes to persuasion, and the one that is selected will depend on the amount of elaboration (thought) about the message.
Who proposed the ELM?
Petty & Cacioppo, (1981) proposed the Elaboration Likelihood Model.
What is the definition of elaboration?
The process of thinking about and scrutinising persuasive arguments, and generating reactions.
High elaboration leads to which route of persuasion?
Central route to persuasion.
What is the central route to persuasion?
The process by which a person thinks carefully about a persuasive message and is persuaded by the strength of it’s arguments and logic.
Low elaboration leads to which route of persuasion?
Peripheral route to persuasion
What is the peripheral route to persuasion?
The process by which a person doesn’t think carefully about a persuasive message, and is instead persuaded by peripheral factors.
What features of an argument might someone pay attention to if they are using the peripheral route to persuasion?
- Expertise of persuader
- Attractiveness
- Number of arguments (message length = message strength).
What are two cognitive factors that influence the route to persuasion taken/which influence elaboration?
- Capacity: to think carefully - does the situation/individual differences allow it?
- Motivation: how much incentive do you have to think carefully.
What are two individual difference factors that influence the route to persuasion/amount of elaboration?
- Need for cognition: how much each person is stimulated by thinking
- Mood and emotion: positive moods signal safety, leading to more superficial processing. Negative moods may signal danger/that behaviour needs changing, leading to more systematic processing.
Why can too much fear decrease persuasive power?
Too much fear can cause distress/discomfort, leading to a withdrawal/removal from the source of the fear to alleviate the unpleasant feelings.
What is systematic processing equivalent to?
Central route
What is superficial processing equivalent to?
Peripheral route
Compare the routes to persuasion in terms of their effect on attitude change.
Central route/systematic processing leads to changes that are more long lasting and more resistant to counter-persuasion.
What do we initially do when resisting persuasion?
Accept arguments that support our position, and counter-argue those that oppose.
What is forewarning in terms of resisting persuasion?
Being informed that someone is going to try and persuade you.
Doesn’t work in actually resisting persuasion, however, as we over-estimate our ability to dismiss it
What is forearming in terms of resisting persuasion?
Being informed of how someone is going to try and persuade you.
Isn’t very effective in resisting persuasion.
How effective was the ‘just say no’ campaign against drugs?
Not at all. Doesn’t provide people with the relevant research/appropriate reasons for counter-arguments.
