Persuasion

Question 1

What is cognitive dissonance?

Answer 1

An unpleasant feeling resulting from inconsistencies between behaviours and beliefs

Question 2

How is cognitive dissonance used to explain the increased vocalization of ‘end-of-the-world’ cults after prophecy fails?

Answer 2

Need to reaffirm beliefs by recruiting others in order to avoid disonance

Question 3

How did Fesringer 1957 show cognitive disonance?

Answer 3

Gave students boring task, however one group had previous ‘participant’ tell them how fun it was, found that this group rated less boredom

Question 4

Define hypocrisy

Answer 4

Saying one thing and behaving another way

Question 5

Describe an experiment showing the effect of a sense of hypocrisy on behaviour

Answer 5

• Students recruited for video message encouraging condom usage
• Group reminded of their own failure to do this
• ‘Hypocrisy’ group picked up more condoms at the end

Question 6

What is the elaboration likelihood model?

Answer 6

Developed by Petty & Cacioppo (1986)
Central route - analysing message and elaborating on arguments
Peripheral route - uses shortcuts/cues such as the length/number of arguments, attractiveness of source and exposure

Question 7

What factors affect the route used?

Answer 7

1. Motivation
2. Need for Cognition (NFC): personality
3. Ability: expertise, message difficulty and distraction

Question 8

How is fear typically used with regard to persuasion?

Answer 8

Health: promote healthy behaviours
Safety: consequences of unsafe actionsn

Question 9

What are the problems with persuasion by fear?

Answer 9

• Fear control rather than risk control (scrutinise/reject message)
• Self-affirmation, need to protect self-worth and integrity

Question 10

What is leader prototypicality and what effect does it have?

Answer 10

Leader seen as an embodiment of ‘us’

• Seen as fair
• More trusted
• Charistamtic
• Able to be more creative while maintaining group support

Question 11

What is Milgram’s argenic state?

Answer 11

State where participants become ‘tools of the experimenter’ where there is lessened responsibility and concern

Question 12

What are the problems with Milgrams ideas?

Answer 12

1. Variation between conditions
2. Ineffectiveness of direct orders
3. Obedient people were not always passive/indifferent to consequences

Question 13

What is the social identity account of Milgram’s studies?

Answer 13

• Participants understand themselves to be a part of a wider group with a shared purpose
• Participants have an understanding of science, its purpose and its importance and so think they’re doing something morally good

Question 14

What is the 3 process theory of power?

Answer 14

Turner 2005
Getting people to carry out one’s will involves: Either persuasion or control. Control can be achieved via authority or coercion (fear of punishment/consequences)

Question 15

What are the limits of coercion?

Answer 15

Requires surveillance, undermines legitimacy and influence and so ends up actually reducing power