Lecture 7 Flashcards
The Yale Attitude Change Approach model assumed that there are 3 factors that must be in place when faced with a persuasive message to be persuaded, what are they?
- Attend the message
- Comprehend the message
- Acceptance of the message (accepting it’s valid)
In the “Who says what to whom’, what does Who describe?
Is the communicator delivering the message, factors include credibility, trustworthiness, and expertise
What are source effects?
Factors associated with the individual
e.g. dominance, trustworthiness, attractiveness
What do credibility and expertise influence?
How well the message is accepted
What dimensions do people automatically evaluate a face on and what can this predict?
Dominance and trustworthiness, can predict some judgements
What do some researchers say dominance and trustworthiness are associated with?
With key evolutionary motivations e.g. trust = liking, dominance = danger
Describe the Sleeper Effect
Content of the message dissociated from the deliverer, eventually we only remember the content
Explain attractiveness’ effect on persuasion and judgements
More persuasive, more positive assumptions that someone is more trustworthy
In the “Who says what to whom’, what does What describe?
The content of the message
Describe the effect of a fear appeal
Fear grabs our attention therefore could be more persuasive
What’s the effect of using fear for persuasion?
More fear isn’t always better, there’s a point where as where increases = persuasiveness decreases because attention is redirected
In the “Who says what to whom’, what does Whom describe?
Who the communicator is trying to persuade
In reference to audience effects, what is the effect of a distracted individual?
They are less persuadable
In reference to audience effects, what is the difference between older and younger people?
Younger people are easier to persuade than older
In reference to audience effects, what is the effect of self esteem?
- Low self esteem is easier to persuade
- Very low and very high self esteem are NOT easily persuadable
In reference to audience effects, what is the effect does personality type have?
People vary in their need for closure on a topic
What are the limitations of the Yale Study?
- It is phenomenon driven
- Difficult to understand the situation of effects contacting each other e.g. ugly person makes a good argument
- Doesn’t describe the cognitive mechanism to attitude change
Describe the Dual Process model of the Elaboration Likelihood Model
- Central Route = persuasion depends on elaborations of the message content. Elaborations are internal counterarguments of the point, the outcome of these responses determines is the individual is persuaded or not
- Peripheral Route = not about content but peripheral cue e.g. attraction will determine whether persuasion is warranted
In the Dual Process model of the Elaboration Likelihood Model, what factors decide which route is taken?
Motivation and Oppourtunity
How does distraction influence persuasion?
In an experiment, participants under the high distraction category didn’t distinguish between strong and weak arguments. This is due to the distraction influencing amount of cognitive resources
What is the relationship between elaboration and attitude change?
High levels of elaboration causes us to run out of solid ideas as to why we believe in our attitude. Some individuals interpret this as their argument not having valid points which causes them to change their attitude
What is the effect of rationalisation on persuasion quality?
The quality of persuasion decreases as we rationalise too much, this is due to incorporating irrelevant information.
What is the effect of rationalisation and confidence in our attitudes?
Confidence in our attitudes decrease with to much elaboration
How do companies market their difficult to differentiate products?
They rely on peripheral cues
Describe Attitude Innoculation
Technique practices small counterarguments and attitude defending to their strong attitudes to prepare for an attitude attack e.g. peer pressure
Results showed those who were exposed to the technique showed greater attitude resilience
