PSY 321 Chapter 7 Day 3 Notes
PSY 321 Chapter 7 Day 3 Notes Psy 321
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This 3 page Class Notes was uploaded by Stephanie on Wednesday September 28, 2016. The Class Notes belongs to Psy 321 at University of Mississippi taught by Carrie Smith in Fall 2016. Since its upload, it has received 5 views. For similar materials see Social Psychology in Psychology at University of Mississippi.
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Date Created: 09/28/16
PSY 321: Social Psychology Chapter 7: Attitudes and Persuasion I. Persuasions – The Message a. The message has to be tailored to your audience b. Onesided v. twosided messages c. Emotional v. logical messages i. If you are dealing with people who like cognition then use logical messages ii. If you are dealing with people who are uninterested/ passive then use emotional messages iii. Use the message that correlates how that person originally got their attitudes 1. If their attitude came from a logical place then use logical messages 2. If their attitude came from emotion, use emotional messages d. Use of fear? i. Fear can be effective but not always ii. You have to use it carefully iii. In order to make it work you have to use the right amount 1. Too little fear has no real amount 2. Too much fear and they are too scared to do anything 3. You need a moderate amount of fear iv. Make sure that the fear has something to do towards what you are talking about v. Not only should you care them, but you should also give suggestions to decrease the fear II. Theories of Attitude Change a. Elaboration Likelihood Model (Petty & Cacioppo, 1986) i. Persuasion can occur through one of two routes 1. The Central/ Systematic Processing Route a. We are systematically processing the arguments b. We balance the arguments 2. The Peripheral/ Heuristic Processing Route a. There is a central arguments and we do not pay attention to it b. We are noticing little things in the periphery, but not the main argument ii. What determines which path do we take? 1. Two Factors a. Motivation i. If you are more motivated to listen you use central path ii. Personal relevance increases motivation (Is it important to you?) iii. We are motivated if we know a lot about what is being discussed. We pay more attention to things we are interested in. iv. Responsibility – Is this information something that you are going to be responsible for later? b. Ability to listen i. If you are unable to listen then you use information from the periphery iii. Does it matter which path we take? 1. Both can lead to persuasion 2. If you are looking for more durable attitude change try to get them on the central route III. Petty & Cacioppo, 1984 a. What is the likelihood that you would elaborate (think) about b. What matters more – Quality or quantity of the argument? i. Had a group of students hear an argument about requiring comprehensive exams 1. Would you be in favor of this at the undergraduate level? ii. Variables 1. Some heard strong arguments and some heard weak arguments a. Logic would dictate that strong arguments are better 2. Some people heard three arguments and some heard nine arguments a. Sometime few arguments are better b. More arguments offer more options though 3. Personal relevance a. They told some of the participants that comprehensive exams would go into effect the next semester b. They told other participants that comprehensive exams would go into effect in the next 10 years iii. People with low relevance are persuaded equally by weak and strong arguments iv. People with high relevance are persuaded more by strong arguments than by weak arguments v. Strong arguments are always better vi. People with high relevance are equally persuaded by more or less arguments vii. People with low relevance are more persuaded with more arguments IV. Resisting Persuasion a. How can we resist persuasion attempts? i. Do we want to? 1. Stop us from buying things we don’t need b. Attitude Inoculation i. Works kind of like vaccines ii. Before hearing a persuasive message think of the pros and cons of the message c. Be aware when people are trying to persuade us i. We become critical and suspicious when we know that people are trying to persuade us d. Selective Avoidance i. Avoid places, people, and things where we know persuasion is likely to occur e. Counter argue what you hear i. Find something to argue about the message f. Know when your defenses are down i. You are especially susceptible to persuasive messages when you are not at 100% ii. Ego depletion 1. When your sense of Self is overwhelmed you are more persuadable 2. Wheeler, Brinol, and Hermann (2007) a. Had a group of participants and they were split into two groups. Both groups had to do the same linguistic test i. Low Ego Depletion Group 1. They had to read a passage and cross out every “e” ii. High Ego Depletion Group 1. They had to do a more complicated and challenging test b. Exposed both groups to comprehensive exam argument (affecting all students) c. Both groups received weak and strong arguments d. The researchers then measured the amount of persuasion in both groups i. Low Ego Depletion 1. They were persuaded by strong arguments but not weak arguments ii. High Ego Depletion 1. They were not able to pick out weak arguments 2. They were equally persuaded by both arguments
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