Principles of Attitude Change: Principle 1 & 2 Flashcards
What are attitudes influenced by according to principle 1?
Information that has weak relevance to the attitude object
What are some influences of low relevance can influence attitudes according to Principle 1?
Humour, perceived expertise, attractiveness of persuader, good mood, colour cues, communicators name, rate of speech and accent
What influence did Howard and Kerin investigate in influencing attitudes?
Similarity of names
What did Howard and Kerin find in their study on name similarity in influencing attitudes?
People spent more time reading and were able to recall more information from a person’s CV whose name shared the same first letter in their first or last name
Were more favourable towards a beverage with enhanced name similarity
What factor did Howard and Kerin find moderated the effect of name similarity? In what way did it moderate it?
Level of self-monitoring
High = more egocentric = Larger effect
What factor did Bang et al find moderated the effect of name similarity? What were the results?
Narcissism
Paid greater attention to personalised ads
Expressed more favourable views
What is Principle 2?
The impact of weak influences/information can be reduced by motivation and the ability to correct attitudes
BUT
not if relevant info is hard to interpret and irrelevant info is difficult to identify
What two models relate to Principle 2?
Elaboration Likelihood Model and Heuristic-Systematic Model
What is the overinterpretation effect?
When people are presented with relevant but ambiguous information they will more likely use the less relevant information WHEN highly motivated to form the correct attitude
Info that is not normally relevant can become relevant if imagined differently - plausible guide
What did Kahan et al find about the effects of the ability to be correct on processing persuasive messaging?
Those will greater mathematical ability only made accurate mathematic conclusions from data on issues that WERE NOT POLITICALLY CHARGED
What individual difference factor enhanced people’s use of relevant information
If high in confidence in self-concept to be openminded about ideas that challenge their view
What can self-affirmation help reduce and increase according to Sherman, Nelson and Claude’s study? How did they investigate it?
Help reduce defensiveness and increase open-mindedness
Asked women to read article linking caffeine to fibrocystic disease
Some women filled self-affirmation task (name top 5 values) and some didn’t
Assessed level of acceptance of article and intention to change behaviour
No self-affirmation = less accepting and more defensive
Which type of processing does self-affirmation encourage?
Systematic Processing
What association was found between Involvement and source expertise and argument strength in Petty et al’s study?
Low involvement = Sources mattered most
High involvement = Argument strength mattered most
