Social 2 Flashcards
What does and doesn’t the Yale Method tell us?
It explains when a message is persuasive (messenger vs. Message Vs. Audience)
It doesn’t tell us about the strength of the attitude change
What is the elaboration likelihood model?
IT measures how much the audience engages with a message
What does the central and peripheral route in the “Elaboration likelihood model” mean?
Central route:
- critically engage with material
- based on logic and reasoning
- stronger arguments = better
Peripheral route:
- does not critically engage
- utilizes heuristics (who is telling the message, what emotions are associated, positive characterstics)
What does the central and peripheral route lead to?
Central route:
- Leads to attitude change
- resistant to counter-persuasion
- longer lasting
Peripheral route:
- Leads to attitude change
- susceptible to counter-persuasion
- shorter lasting
What is the Foot-In-The-Door technique>
If you can get someone to agree to a small favour, then you can start building up the next favor, and the next, and so on
- ## WE want to behave in a consistent manner and we want to hold consistent attitudes
What is the Door-in-The-Face Technique?
If you ask someone an outlandish request and come back with a more reasonable request (to compromise), the feel socially responsible to grant your request, as they feel the need to compromise when you compromise
What is cognitive Dissonance?
Experiencing an uncomfortable mental state when holding two inconsistent attitudes / behaviours / beliefs
Ex/ Simon danced to R-Kelly (but he hates R-Kelly). He can’t un-dance to R-Kelly, so instead, he changes his attitude towards R&B and like R-KElly
Another example could be Hazing, where you do something degrading. You don’t like degrading yourself, so you then make the assumption that the reason you’re getting hazed must be worth it
What causes cognitive dissonance?
The fact that we want to hold correct attitudes
- Things that are important also cause greater cognitive dissonance
Note: It’s not only psychologically uncomfortable, but physiologically uncomfortable
How do we resolve cognitive dissonance?
We can bring future behaviours in line with attitudes (stop smoking)
We can rationalize/deny our discrepant attitudes (in 8 years, my lungs can recover)
We can add a new cognition (smoking helps me deal with my depression)
We can bring attitudes in line with out behaviour (I like R&B)
To summarize, how do we change behaviour?
- Persuade people (Yale/ELM)
- Get them to agree to a simpler task (foot in the door techinque)
- Get them to compromise because we compromised (door in the face tech.)
- Create cognitive dissonance
What is obedience?
Obedience is described as the tendency to do what powerful people tell us to do
