Test 2 Content Flashcards
Principle Axiom
People construct their own reality, social influence, interaction
Attitudes include…
functions, sources, behaviours
What is attitude?
The conceptual understanding is that an attitude is an object, evaluation, link stored in the memory.
Functions of attitudes
- Object appraisal (Similar to categories, help us organise our experience of the world)
- Instrumental / Utilitarian (attitudes that maximise benefits, rewards, minimising cost)
- Value expressive (self expression can also affirm relationships)
Sources of Attitude
- Cognitively based attitude (evaluating good, bad, long-term costs, benefits. Use if striving for mastery)
- Affectively based attitude (more on emotional reaction, sensory reaction is likely going to lead to dislike)
- Behaviorally based attitudes (needs to be something that is weak or novel, NOT something that can have another explanation)
Heredity?
There is some evidence that you have inherit likes and dislikes
If most beliefs are POSITIVE then you will likely have POSITIVE attitude.
If most beliefs are NEGATIVE then attitudes are NEGATIVE
If attitude is mixed, often referred to as ambivalence, not the same as difference.
Attitude Ambivalence
- Cognitive (mixed beliefs)
- Affective
- Affective-Cognitive
Predicting SPECIFIC
behaviours?
You need to use a SPECIFIC attitudes
Predicting general behaviours?
You need to use GENERAL attitudes
Attitude Strength
NOT talking about extremity, talking about accessibility
Four aspects for determining attitude strength
- Persistance
- Resistance
- Impact on information processing
- Guidance of behavior
Theory of Reasoned action
Attitudes can guide behaviour WITH
deliberation
Behavioural Intention
Attitude toward the behaviour
Subjective norms regarding the behaviour
Behavioural Intention MODEL
MODEL suggests that attitudes can guide behaviour with deliberation, when we are thinking.
Subjective norms will be telling you not to do it, maybe you care, maybe you don’t.
Subjective norms are NOT blocking you, they make up behavioural intention that predicts action.
Attitude-Behaviour Process Model
(Fazio, 1986)
Attitudes can guide behaviour WITHOUT deliberation
‘Automatic Activation Model’
MODE Model
(Fazio, 1990)
Motivation & Oppourtunity as Determinants.
Anytime something is activated that you don’t want to influence behaviour, it requires motivation and oppourtunity (capacity).
If there are multiple things going on, capacity is LOWER.
To have effect, attitude must be…
Accessible
Appropriate to intended behaviour
Useful
Attitude Innoculation
People immune to attempts to change attitude, giving small doses.
Reactance Theory
Peoples behavioural freedom is threatenend, unpleaseant arousal of reactance occurs
Effectiveness of Persuasion: WHO
The source.
1. Credible Speakers
2. Attractive Speakers
Effectiveness of Persuasion: WHAT
The nature of communication
1. Perceived intent
2. One vs. Two-sided
3. Order
One-sided vs. Two-sided
If you have audience agreeing with you, you are presenting a one-sided argument, you are more persuasive.
You want to present a two-sided argument, makes you look like you are being fair minded, that perception makes you more persuasive.
Order
If you present last you are more memorable.
When there is NO delay in discussion = go first
When there is delay in discussion = be last
Effectiveness of Persuasion: WHOM
The audience
1. Distracted
2. Age
3. Indiviudal Differences
i. Self-monitoring
ii. Need for cognition
iii. Intelligence
Elaboration Likelihood Model (ELM)
Two routes to persuasion; central & peripheral
Central persuasion
Requires thinking
Effort
1. Attending to the message
2. Comprehend the message
3. Reacting
If the elaboration leads to agreement, then next step is ACCEPTING, accepting it beng true.
Peripheral persuasion
NO effortful thought
NO consideration of quality
Why do we use peripheral route?
Expertise
Attractiveness
Speed of delivery
Familiarity
Message length
Scientific objectivity
Feelings as heuristic cue
Superficial processing
Persuasion shortcuts
The attractiveness heuristic
Agreeing with those we like.
Familiarity heuristic
Missatribute feeling to liking.
Expertise heuristic
Who are you most likely to believe in a scientific moment; a scientist or janitor?
Doesn’t mean the janitor is wrong, just means they don’t have the same background / knowledge.
Message-length heuristic
A longer message is more persuasive than a short message
When do we use the central route?
When it is self relevant and we are invested
ELM standard findings
HIGH personal relevance: you find the only thing that matters is argument strength
GOOD argument = persuasive
BAD argument = not persuasive
LOW personal relevance: weak argument from low expertise source is not persuasive. People are driven by peripheral cue of expertise and NOT quality of argument
When does FEAR work?
There has to be enough at the time, BUT not too much, and you must provide an answer.
Increased fear, gives you a solution.
Mood
Decreased mood leaves more resources for processing
Social impact theory
The amount of social influence others have depends on their number, strength and immediacy to those they’re trying to influence
The social impact depends on…
- Number of people present
- Strength or importance
- Immediacy to target person
Fixed-action patterns
Regular patterns of action.
STIMULUS produces BEHAVIOR
EXAMPLE: fixed action patterns
Camera
Click = stimulus
Whirr = behaviour
Reciprocity: THE RULE
We should try to repay, in kind, what another person has provided use
Reciprocity: THE PROBLEM
It implies obligation
Rejection-then-retreat technique
Door-in-the-face
Seems like you are making a concession, NOT a real one, people feel obligated to comply
How to avoid reciprocity?
NOT accept offers for what they seem to be, but rather what they are.
Commitment and Consistency: THE RULE
Once we make a choice, we encounter personal and interpersonal pressures to behave consistently with that commitment
Foot-in-the-door technique
This can get you to do things you have agreed to, but that are no longer in your best interest.
Start with small request, then larger etc. etc.
Low Balling
EXAMPLE: When you make an agreement with the sales person, and you feel that you must remain consistent, even if you are not happy
Social Proof: THE RULE
We view a behaviour as correct in a given situation to the degree that we see others performing it.
This is why laugh tracks exist.
Injunctive norms
The perception of what is appropriate, what you are supposed to do
Descriptive norms
Perception of what people actually do
Liking
More likely to comply with others.
Someone wants to know things about you before asking you to comply = more likely to
Authority
Strong pressure to comply with the requests of authority
e.g., symbols vs. substance
Scarcity
Oppourtunities seem more valuable when they are less available
Social Influence
Norm based form of persuasion. Ways to change, influece others and their behaviour.
Convergence / Consensus
= social norm.
A generally accepted way of thinking, feeling, or behaving that people in a group agree on and endorse as right.
Norms relation to attitudes
They are about evaluation.
Attitude: Indiviudal’s evaluation
Norm: group’s evaluation
Public Conformity
Compliance with pressure, peer pressure or pressure from some source. Not accepted as correct, a surface change you might be agreeing.
Private Conformity
When we accept the norms as reflecting our own values.
Expecting consensus
We expect others to see the world the same way as we do
False Consensus Effect
(Ross et al., 1977)
Asked indiviudals would you be willing to wear this sandwich board promoting something.
Rougly half said they would, and were asked to estimate a percentage of other people that would Agree or Disagree to wear the sign.
Functions of Conformity to Norms
Information influence: norms provide reality insurance
MODEL - private conformity
Mastery –> Information influence “it seems correct”
Connectedness –> Normative influence “identification with the group”
BOTH = Private conformity
Consensus without consideration
Is it a real consensus or does it just look like one?
Consensus without independence
Contamination
How ingroups become more persuasive
When we think about others in our group, the others are similar in some dimensions, but different in others.
When we join a grou, we find out how people differ.
Each indiviudal argument seems independen, but might not be, however seems it.
How outgroups become less persuasive
i. Group members seem all alike
ii. Listeners can’t remember who said what
iii. Arguments seem the same; suspect contamination
iv. Arguments are unpersuasive
v. out-group has little / no influence
Consensus without acceptance
Public conformity: people comply not because they agree but because they feel they have to.
The Value of Dissent: Minority influence
Any attempt at social change produces conflict.
A consistent minority is much more effective.