-
Evaluations of - people, objects, and ideas.
- §Enable us to judge
- quickly and without much thought
- §
- §BUT, this can make us
- close-minded, bias the way we interpret information, and resistant to change
-
Explicit Attitudes uInformation
persuasion
- : Attitudes uWhy does it work? What is
- the point?
- uEntertainment
uInformation
- uEmotional
- contagion- rapid transmission of emotion or
- behavior through a crowd
- that we consciously endorse and can easily report
-
Implicit AttitudesProduct persuasion
- Attitudes
- that are
uchange attitudes towards - products and buying behavior
- u
- uPublic opinion polls show that the overwhelming
- majority of adult respondents believed TV commercials contain untruthful
- arguments involuntary, uncontrollable, and at times unconscious.
-
cognitive attitudes
thoughts and beliefs
-
affective attitudes
emotional and autonomic reactions
-
behavioral attitudes
observed behaviors
-
uSource
of communication
(Aronson)
- uCredibility
- •Expertise
- and trustworthiness
- •Biases
u
•Identifying
-
uNature
of communication (Aronson)
- uLogical vs. emotional appeals
- uFear arousal
- uStatistical evidence vs. single person example
- uVivid examples/imagery
uOne sided vs. two sided arguments
- uPerceived knowledgably of the communicator
- uTwo sided more persuasive for opposing
- listeners
uOne sided more persuasive for agreeing - listeners
uPrimacy effect- better recall for information
presented first
uRecency effect- better recall for information - presented last
uWill decision be immediate or delayed?
uEffects what you will remember
uIf delayed, present last
-
Nature of communication (Aronson) cont
uSize of discrepancy
- uA large discrepancy between our views and
- another’s views causes discomfort
- uclose or attractive/credible other
- uWe are motivated to reduce our discomfort, so,
- what would we do? Change our view
- uLatitude of acceptance: theoretical range
- where a competing view can “fall” and still cause someone to change their own
- view.
- uIf a position is very discrepant, it may fall
- outside one’s latitude of acceptance
-
Characteristics of audience
- uSelf-esteem
- uPrior experience- immediately before
- uWell fed and relaxed
- uPositive mood
- uThreats to freedom or autonomy
- uInoculation Effect: prior exposure in the form
- of a warning or “watered-down” attack on our beliefs makes us resistant to
- later persuasion
-
Inoculation Effect
- uExposure to a brief
- communication that can be refuted immunizes against a full-blown presentation
- of the argument
- uMotivated
- to defend our beliefs
- uPracticed
- in defending our beliefs
- uThe person who is
- easiest to brainwash is the one whose beliefs have never been challenged
- u
- uOverall, stimulating
- thinking makes strong messages more persuasive and weak messages less
- persuasive
- uDistracted people
- don’t counter-argue
-
•2 Major Routes to Persuasion- called
the dual-process model
- •Peripheral
- route persuasion
- uResponding to simple, often irrelevant cues
- that suggest the rightness or wrongness of an argument
-
Elaboration Likelihood Mode
§An explanation of the
two ways that persuasive communication can cause attitude change
- úCentrally- when central route it used
- Motivation
- and ability to pay attention
- If
- argument is compelling, lasting attitude change
- úPeripherally- when peripheral route is used
- Lack
- the motivation and/or ability to pay attention
- If
- peripheral cues (e.g., length and source of communication) are compelling,
- temporary attitude change
-
Do fear-arousing
communications work?
- §If a moderate amount
- of fear is created and people believe that listening to the message will teach
- them how to reduce this fear, they will be motivated to analyze the message
- carefully and will likely change their attitudes via the central route.
|
|
