copyright © 2004 by allyn and bacon 5 5 attitudes and persuasion

Copyright © 2004 by Allyn and Bacon

55

Attitudes Attitudes and and PersuasioPersuasionn

Attitudes Attitudes and and PersuasioPersuasionn


Chapter OutlineChapter Outline

The Nature of AttitudesThe Nature of Attitudes

What is Persuasion?What is Persuasion?

Goals of PersuasionGoals of Persuasion

Seeking AccuracySeeking Accuracy

Being ConsistentBeing Consistent

Gaining Social ApprovalGaining Social Approval


What is Persuasion?What is Persuasion?

Goals of PersuasionGoals of Persuasion



Gaining Social ApprovalGaining Social Approval



Attitudes spring from Attitudes spring from several sources:several sources:

Classical conditioningClassical conditioning

Operant conditioningOperant conditioning

Observational learningObservational learning

HeredityHeredity

Attitudes spring from Attitudes spring from several sources:several sources:

Classical conditioningClassical conditioning

Operant conditioningOperant conditioning

Observational learningObservational learning

HeredityHeredity


Attitude StrengthAttitude Strength

Strong attitudes:Strong attitudes:

Are more likely to remain Are more likely to remain unchanged as time passes,unchanged as time passes,

Are Are better able to better able to withstand persuasive withstand persuasive attacksattacks or appeals or appeals specifically directed at specifically directed at them.them.

Strong attitudes:Strong attitudes:

Are more likely to remain Are more likely to remain unchanged as time passes,unchanged as time passes,

Are Are better able to better able to withstand persuasive withstand persuasive attacksattacks or appeals or appeals specifically directed at specifically directed at them.them.


Attitude StrengthAttitude Strength

The two main reasons strong The two main reasons strong attitudes resist change areattitudes resist change areCommitmentCommitment - -people are sure they are people are sure they are correctcorrect

EmbeddednessEmbeddedness - -people have connected these people have connected these attitudes to other features attitudes to other features of their self-concept, of their self-concept, values, and identity.values, and identity.

The two main reasons strong The two main reasons strong attitudes resist change areattitudes resist change areCommitmentCommitment - -people are sure they are people are sure they are correctcorrect

EmbeddednessEmbeddedness - -people have connected these people have connected these attitudes to other features attitudes to other features of their self-concept, of their self-concept, values, and identity.values, and identity.


Attitude-Behavior Consistency


The following factors The following factors influence the likelihood influence the likelihood that a person’s attitude that a person’s attitude will be consistent with will be consistent with his behavior:his behavior:

KnowledgeKnowledge

Personal relevancePersonal relevance

Attitude accessibilityAttitude accessibility

The following factors The following factors influence the likelihood influence the likelihood that a person’s attitude that a person’s attitude will be consistent with will be consistent with his behavior:his behavior:

KnowledgeKnowledge

Personal relevancePersonal relevance

Attitude accessibilityAttitude accessibility




Theory of planned behaviorTheory of planned behavior - -Theory stating that best predictor Theory stating that best predictor of behavior is one’s behavioral of behavior is one’s behavioral intention, which is influenced by:intention, which is influenced by:

-One’s attitude toward specific -One’s attitude toward specific behaviorbehavior

-Subjective norms regarding the -Subjective norms regarding the behaviorbehavior

-One’s perceived control over the -One’s perceived control over the behaviorbehavior

Theory of planned behaviorTheory of planned behavior - -Theory stating that best predictor Theory stating that best predictor of behavior is one’s behavioral of behavior is one’s behavioral intention, which is influenced by:intention, which is influenced by:

-One’s attitude toward specific -One’s attitude toward specific behaviorbehavior

-Subjective norms regarding the -Subjective norms regarding the behaviorbehavior

-One’s perceived control over the -One’s perceived control over the behaviorbehavior


AttitudeAttitude(One’s evaluation (One’s evaluation of the specific of the specific behavior in behavior in question)question)

Subjective NormSubjective Norm(One’s perception (One’s perception that important that important others will others will

approve of the approve of the behavior)behavior)Perceived Perceived

Behavioral Behavioral ControlControl

(One’s perception (One’s perception of how difficult of how difficult it would be to it would be to perform the perform the behavior)behavior)

BehaviorBehavioral al

IntentioIntentionn

(One’s aim (One’s aim to perform to perform

the the behavior)behavior)

BehaviorBehavior

Theory of planned Theory of planned behaviorbehavior

Theory of planned Theory of planned behaviorbehavior


What IsPersuasion?What Is

Persuasion?

Persuasion -change in private attitude or belief as a result of receiving a message

Persuasion -change in private attitude or belief as a result of receiving a message


Measuring Attitude Change

Measuring Attitude Change

Nonreactive measurementNonreactive measurement

- measurement that does - measurement that does not change a subject’s not change a subject’s responses while responses while recording themrecording them

Covert techniques are more Covert techniques are more nonreactive than self-nonreactive than self-reports.reports.

Nonreactive measurementNonreactive measurement

- measurement that does - measurement that does not change a subject’s not change a subject’s responses while responses while recording themrecording them

Covert techniques are more Covert techniques are more nonreactive than self-nonreactive than self-reports.reports.


The After-only DesignThe After-only Design

The after-only design assesses persuasion by measuring attitudes only after the persuasion attempt.

The after-only design assesses persuasion by measuring attitudes only after the persuasion attempt.


Cognitive Responses: Self-Talk PersuadesCognitive Responses: Self-Talk Persuades

Cognitive response model -a theory that locates the most direct cause of persuasion in the self-talk of the persuasion target

Cognitive response model -a theory that locates the most direct cause of persuasion in the self-talk of the persuasion target



Counterarguments -arguments that challenge and oppose other arguments

Counterarguments -arguments that challenge and oppose other arguments



Inoculation procedure -a technique for increasing individuals' resistance to an argument by first giving them weak, easily defeated versions of it

Inoculation procedure -a technique for increasing individuals' resistance to an argument by first giving them weak, easily defeated versions of it


Dual Process Models of Persuasion: Two Routes

to Change


to ChangeDual process model of persuasion -a model that accounts for the two ways that attitude change occurs—with and without much thought

Elaboration likelihood model -there are two routes to attitude change—the central route and the peripheral route

Dual process model of persuasion -a model that accounts for the two ways that attitude change occurs—with and without much thought

Elaboration likelihood model -there are two routes to attitude change—the central route and the peripheral route



to Change


to Change

Message recipients will consider a communication deeply when they have both:

the motivation

the ability

Message recipients will consider a communication deeply when they have both:

the motivation

the ability



to Change


to ChangeFactors that influence a person's motivation to process a message deeply: Personal relevance of the topic (does it matter to you?)

Need for cognition - tendency to enjoy and engage in deliberate thought

Factors that influence a person's motivation to process a message deeply: Personal relevance of the topic (does it matter to you?)

Need for cognition - tendency to enjoy and engage in deliberate thought


MessageMessage

High High motivatiomotivation and n and ability ability to think to think about the about the messagemessage

Low Low motivatiomotivatio

nnor or

ability ability to think to think about the about the messagemessage

Peripheral Peripheral processing,processing, focused on focused on surface surface

features such features such as the as the

communicator’s communicator’s attractiveness attractiveness or the number or the number of arguments of arguments presented.presented.

Central Central processing,processing,

focused on the focused on the quality of the quality of the

message message arguments.arguments.

Lasting Lasting change change that that

resists resists fading and fading and counterattcounteratt

acksacks

Temporary Temporary change change

that that that that is is

susceptiblsusceptible to e to

fading and fading and counterattcounteratt

acksacks

PersuasPersuasion ion

AttemptAttempt

AudiencAudience e

FactorsFactors

ProcessProcessing ing

ApproacApproachh

PersuasPersuasion ion

OutcomeOutcome


esearesearchch The Effects ofPersonal RelevanceThe Effects of

Personal RelevancePetty & Cacioppo (1984) asked college students to read arguments in favor of mandatory comprehensive exams.

Students would be required to pass these exams before being allowed to graduate.

Petty & Cacioppo (1984) asked college students to read arguments in favor of mandatory comprehensive exams.

Students would be required to pass these exams before being allowed to graduate.


esearesearchch The Effects ofPersonal RelevanceThe Effects of

Personal RelevanceThe issue was either highly relevant to them

(They would personally have to take the exams to graduate)

Or of low relevance to them

(Policy would not take effect for 10 years – long after they’d graduated).

The issue was either highly relevant to them

(They would personally have to take the exams to graduate)

Or of low relevance to them

(Policy would not take effect for 10 years – long after they’d graduated).


esearesearchch The Effects of Personal RelevanceThe Effects of

Personal RelevanceArguments were either high quality

e.g., “Average starting salaries are higher for graduates of schools with exams”

Or low quality “Exams would allow students to compare performance with other schools”

Some students heard only 3 arguments.

Others heard 9 arguments.

Arguments were either high quality e.g., “Average starting salaries are higher for graduates of schools with exams”

Or low quality “Exams would allow students to compare performance with other schools”

Some students heard only 3 arguments.

Others heard 9 arguments.


Number of Arguments

Attitude Toward

Exams

0

2

4

6

8

10

12

3 9 3 9

HighLow

LowPersonal Relevance

HighPersonal Relevance

Argument Quality

For students with a personal stake, more strong arguments were more convincing

esearesearchch


Number of Arguments

Attitude Toward

Exams

0

2

4

6

8

10

12

3 9 3 9

High Low

HighLow

Argument Personal RelevancePersonal Relevance Quality

But more weak arguments left them less convinced

esearesearchch


Number of Arguments

Attitude Toward

Exams

0

2

4

6

8

10

12

3 9 3 9

High Low

HighLow

Argument Personal RelevancePersonal Relevance Quality

Students who wouldn’t be affected didn’t process quality

esearesearchch


The Goals of Persuasion:

Why People Change Their Attitudes and Beliefs

The Goals of Persuasion:

Why People Change Their Attitudes and BeliefsIndividuals may yield to a persuasive message in order to

hold a more accurate view of the world

be consistent with themselves

gain social approval and acceptance.

Individuals may yield to a persuasive message in order to

hold a more accurate view of the world

be consistent with themselves

gain social approval and acceptance.


Good ShortcutsGood Shortcuts

When we can’t make a thorough When we can’t make a thorough evaluation of a persuasive evaluation of a persuasive argument, we may rely on shortcuts, argument, we may rely on shortcuts, such as:such as:Credibility of communicatorCredibility of communicator

Is the person an expert? Trustworthy? Is the person an expert? Trustworthy?

Others’ responsesOthers’ responsesWhich side do other people seem to be Which side do other people seem to be taking? taking?

Ready ideasReady ideasWhat side have I heard frequently or What side have I heard frequently or recently? recently?

When we can’t make a thorough When we can’t make a thorough evaluation of a persuasive evaluation of a persuasive argument, we may rely on shortcuts, argument, we may rely on shortcuts, such as:such as:Credibility of communicatorCredibility of communicator

Is the person an expert? Trustworthy? Is the person an expert? Trustworthy?

Others’ responsesOthers’ responsesWhich side do other people seem to be Which side do other people seem to be taking? taking?

Ready ideasReady ideasWhat side have I heard frequently or What side have I heard frequently or recently? recently?


Issue InvolvementIssue Involvement

Cognitive resources are too limited to think deeply about every issue.

People focus their accuracy concerns on issues that involve them directly.

Cognitive resources are too limited to think deeply about every issue.

People focus their accuracy concerns on issues that involve them directly.


MoodMood

A sad mood

Motivates people to acquire accurate attitudes about the situation at hand

Warns of potential danger of making errors in immediate environment.

A sad mood

Motivates people to acquire accurate attitudes about the situation at hand

Warns of potential danger of making errors in immediate environment.


Done dealsDone deals

Desire to be unbiased and Desire to be unbiased and accurate is much stronger accurate is much stronger before a person makes a before a person makes a decision.decision.

After the decision, the After the decision, the accuracy motive fades in accuracy motive fades in favor of the desire to feel favor of the desire to feel good about the decision.good about the decision.

Desire to be unbiased and Desire to be unbiased and accurate is much stronger accurate is much stronger before a person makes a before a person makes a decision.decision.

After the decision, the After the decision, the accuracy motive fades in accuracy motive fades in favor of the desire to feel favor of the desire to feel good about the decision.good about the decision.


Unwelcome InformationUnwelcome Information

People tend not to expend People tend not to expend cognitive effort looking for cognitive effort looking for flaws in an argument that flaws in an argument that supports their beliefs. supports their beliefs.

Those who encounter Those who encounter information that doesn't fit information that doesn't fit search for weaknesses they search for weaknesses they can use to form can use to form counterarguments. counterarguments.

People tend not to expend People tend not to expend cognitive effort looking for cognitive effort looking for flaws in an argument that flaws in an argument that supports their beliefs. supports their beliefs.

Those who encounter Those who encounter information that doesn't fit information that doesn't fit search for weaknesses they search for weaknesses they can use to form can use to form counterarguments. counterarguments.


Expertise and Complexity

Expertise and Complexity

People rely on the expertise of a communicator principally when the message is highly complex.

People rely on the expertise of a communicator principally when the message is highly complex.


Being Consistent Being Consistent



Consistency principleConsistency principle

- principle that people - principle that people will change their will change their attitudes, beliefs, attitudes, beliefs, perceptions, and actions perceptions, and actions to make them consistent to make them consistent with each otherwith each other

Consistency principleConsistency principle

- principle that people - principle that people will change their will change their attitudes, beliefs, attitudes, beliefs, perceptions, and actions perceptions, and actions to make them consistent to make them consistent with each otherwith each other


Balance Theory Balance Theory

We want to:

Agree with people we like

Disagree with people we dislikedislike

Associate good things with good people

Associate bad things with bad people.

We want to:

Agree with people we like

Disagree with people we dislikedislike

Associate good things with good people

Associate bad things with bad people.


Cognitive system out of balanceCognitive system out of balance

Uncomfortable tensionUncomfortable tension

Balance Theory Balance Theory Balance Theory Balance Theory

To remove this tension, we To remove this tension, we will have to change will have to change something in the system. something in the system.

To remove this tension, we To remove this tension, we will have to change will have to change something in the system. something in the system.


• • AbortionAbortion

• • MaryMaryRhoda •Rhoda •

+ -

+


Rhoda is strongly pro-choice.Mary is strongly pro-life.Rhoda considers Mary her best friend.

Rhoda is strongly pro-choice.Mary is strongly pro-life.Rhoda considers Mary her best friend.




-

+

-


Rhoda could restore balance by changing her feeling about abortion.

Rhoda could restore balance by changing her feeling about abortion.




-+

-


Or she could restore balance by changing her feelings about her friend.

Or she could restore balance by changing her feelings about her friend.




+

+

+


Or she could restore balance by changing Mary’s feelings about abortion.

Or she could restore balance by changing Mary’s feelings about abortion.


Cognitive Dissonance Cognitive Dissonance TheoryTheory


Cognitive dissonanceCognitive dissonance - -unpleasant state of unpleasant state of psychological arousal psychological arousal resulting from an resulting from an inconsistency within inconsistency within one's important one's important attitudes, beliefs, or attitudes, beliefs, or behaviorsbehaviors

Cognitive dissonanceCognitive dissonance - -unpleasant state of unpleasant state of psychological arousal psychological arousal resulting from an resulting from an inconsistency within inconsistency within one's important one's important attitudes, beliefs, or attitudes, beliefs, or behaviorsbehaviors




Counterattitudinal actionCounterattitudinal action --a behavior that is a behavior that is inconsistent with an inconsistent with an existing attitudeexisting attitude

Counterattitudinal actionCounterattitudinal action --a behavior that is a behavior that is inconsistent with an inconsistent with an existing attitudeexisting attitude


Cognitive Dissonance Theory


In a study by Festinger and In a study by Festinger and CarlsmithCarlsmith

Students first Students first performed a performed a boring taskboring task (turning pegs in (turning pegs in holes)holes)

Then were asked to Then were asked to tell another tell another student it was interestingstudent it was interesting – – and for this, they were paid and for this, they were paid either $1 or $20.either $1 or $20.

In a study by Festinger and In a study by Festinger and CarlsmithCarlsmith

Students first Students first performed a performed a boring taskboring task (turning pegs in (turning pegs in holes)holes)

Then were asked to Then were asked to tell another tell another student it was interestingstudent it was interesting – – and for this, they were paid and for this, they were paid either $1 or $20.either $1 or $20.




When later asked their attitudes toward the boring task:

Those receiving $1 payment had come to see it as more enjoyable.

Those receiving $20 hadn't changed their attitudes at all.

When later asked their attitudes toward the boring task:

Those receiving $1 payment had come to see it as more enjoyable.

Those receiving $20 hadn't changed their attitudes at all.




Why? Dissonance theory explains:Why? Dissonance theory explains:

$20 provided adequate justification $20 provided adequate justification for misleading another student.for misleading another student.

$1 was insufficient justification, $1 was insufficient justification, thus arousing dissonance.thus arousing dissonance.

Changing beliefs about the task Changing beliefs about the task reduced the cognitive discomfort.reduced the cognitive discomfort.

Why? Dissonance theory explains:Why? Dissonance theory explains:

$20 provided adequate justification $20 provided adequate justification for misleading another student.for misleading another student.

$1 was insufficient justification, $1 was insufficient justification, thus arousing dissonance.thus arousing dissonance.

Changing beliefs about the task Changing beliefs about the task reduced the cognitive discomfort.reduced the cognitive discomfort.




Postdecisional dissonance Postdecisional dissonance ––the conflict one feels about the conflict one feels about a decision that could be a decision that could be wrong wrong

Just seconds after placing a Just seconds after placing a bet, gamblers are more bet, gamblers are more confident their horse will confident their horse will win (Knox & Inkster, 1968).win (Knox & Inkster, 1968).

Postdecisional dissonance Postdecisional dissonance ––the conflict one feels about the conflict one feels about a decision that could be a decision that could be wrong wrong

Just seconds after placing a Just seconds after placing a bet, gamblers are more bet, gamblers are more confident their horse will confident their horse will win (Knox & Inkster, 1968).win (Knox & Inkster, 1968).


an an actionactionor or

decisiodecision that n that conflicconflicts with ts with

an an importaimporta

nt nt aspect aspect of the of the self.self.

InitiatInitiationion

AmplificatAmplificationion

MotivatMotivationion

ReductiReductionon

is seen as is seen as freely freely chosen.chosen.

produces produces negative negative

consequences consequences that were that were foreseeableforeseeable

cannot be cannot be justified as justified as

due to due to strong strong

rewards or rewards or threatsthreats

cannot be cannot be withdrawnwithdrawn

unpleasant unpleasant arousal.arousal.

change change designed designed to remove to remove

the the unpleasant unpleasant arousal.arousal.

DissonanDissonance ce begins begins with:with:

More More dissonance dissonance arises when arises when the action the action or decision:or decision:

Dissonance Dissonance is is experienceexperienced as:d as:

Dissonance Dissonance is is reducedreduced through:through:


ArousalArousal

No arousal = no dissonance = no need to change

Cooper, Zanna, and Taves – participants in an experiment who were given a tranquilizer (eliminating any dissonant arousal) did not change their opinions, even after writing a counter-attitudinal essay.

No arousal = no dissonance = no need to change

Cooper, Zanna, and Taves – participants in an experiment who were given a tranquilizer (eliminating any dissonant arousal) did not change their opinions, even after writing a counter-attitudinal essay.


Preference for Consistency


Sample scale items:

1. I prefer to be around people whose reactions I can anticipate.

Strongly disagree = 1…Strongly agree = 9

2. It is important to me that my actions are consistent with my beliefs.


Sample scale items:

1. I prefer to be around people whose reactions I can anticipate.


2. It is important to me that my actions are consistent with my beliefs.





3. Even if my attitudes and actions seemed consistent to me, it would bother me if they did not seem consistent to others.

Strongly disagree = 1… Strongly agree =9

4. It is important to me that those who know me can predict what I will do.


3. Even if my attitudes and actions seemed consistent to me, it would bother me if they did not seem consistent to others.


4. It is important to me that those who know me can predict what I will do.





5. I want to be described by others as a stable, predictable person.


6. The appearance of consistency is an important part of the image I present to the world.


5. I want to be described by others as a stable, predictable person.


6. The appearance of consistency is an important part of the image I present to the world.



Preference for consistency

Preference for consistency

7. An important requirement for a friend of mine is personal consistency.

Strongly disagree = 1… Strongly agree = 9

8. I typically prefer to do things the same way.


7. An important requirement for a friend of mine is personal consistency.


8. I typically prefer to do things the same way.





9. I want my close friends to be predictable.


10.I make an effort to appear consistent to others.


9. I want my close friends to be predictable.


10.I make an effort to appear consistent to others.



ConsequencesConsequences

The more impact your behavior has had on the world, the more you will feel motivated to change your attitudes to fit the behavior.

The more impact your behavior has had on the world, the more you will feel motivated to change your attitudes to fit the behavior.


ConsequencesConsequences

If you are on a committee that recommends a harsh penalty for a fellow student accused of cheating on a math test,

You will maintain your negative opinion of that student more to the extent that the consequence is expulsion from school as opposed to a lowered grade in the math class.

If you are on a committee that recommends a harsh penalty for a fellow student accused of cheating on a math test,

You will maintain your negative opinion of that student more to the extent that the consequence is expulsion from school as opposed to a lowered grade in the math class.


Salience of the Inconsistency

Salience of the Inconsistency

Factors that make inconsistency more salient will enhance dissonance.

Factors that make inconsistency more salient will enhance dissonance.


Consistency with What? Consistency with What?

Different ads appeal to different Different ads appeal to different self-related motives in different self-related motives in different cultures.cultures.

Han & Shavitt (1994) asked Han & Shavitt (1994) asked Americans and Koreans to rate Americans and Koreans to rate advertisements that suggested advertisements that suggested eithereither

Personal benefits (“treat yourself”) Personal benefits (“treat yourself”) OROR

Group benefits (“share an Group benefits (“share an experience”)experience”)

Different ads appeal to different Different ads appeal to different self-related motives in different self-related motives in different cultures.cultures.

Han & Shavitt (1994) asked Han & Shavitt (1994) asked Americans and Koreans to rate Americans and Koreans to rate advertisements that suggested advertisements that suggested eithereither

Personal benefits (“treat yourself”) Personal benefits (“treat yourself”) OROR

Group benefits (“share an Group benefits (“share an experience”)experience”)


Americans had a more favorable reaction to ads stressing personal benefits

Americans had a more favorable reaction to ads stressing personal benefits

+20 +20

+10+10

-10-10

-20-20

-30 -30

U.S.U.S.

Rating of Product:Rating of Product:

Personal Benefit

Personal BenefitGroup Benefit

Group Benefit

Ad Focus:Ad Focus:

+30 +30

KoreaKorea

esearchesearch

Koreans had a more favorable reaction to ads stressing group benefits

Koreans had a more favorable reaction to ads stressing group benefits


Gaining Social Approval

Gaining Social Approval


Gaining Social Approval Gaining Social Approval

Impression motivation – Impression motivation – the motivation to achieve the motivation to achieve approval by making a good approval by making a good impression on others. impression on others.

This motivation to create a This motivation to create a good impression good impression can can sometimes conflict with the sometimes conflict with the pursuit of the accuracy and pursuit of the accuracy and consistency goals. consistency goals.

Impression motivation – Impression motivation – the motivation to achieve the motivation to achieve approval by making a good approval by making a good impression on others. impression on others.

This motivation to create a This motivation to create a good impression good impression can can sometimes conflict with the sometimes conflict with the pursuit of the accuracy and pursuit of the accuracy and consistency goals. consistency goals.


Self-MonitoringSelf-Monitoring

High self-monitors were more persuaded by ads promoting socially appealing images associated with particular brands of coffee, whiskey, and cigarettes than by ads touting the quality of the same brands(Snyder and DeBono).

High self-monitors were more persuaded by ads promoting socially appealing images associated with particular brands of coffee, whiskey, and cigarettes than by ads touting the quality of the same brands(Snyder and DeBono).


Gender Gender

Like high self-monitors, Like high self-monitors, womenwomen tend to be tend to be sensitively attuned to sensitively attuned to relationshipsrelationships and and interpersonal issues. interpersonal issues.

This sensitivity This sensitivity affects affects the way they respond to the way they respond to persuasive appeals. persuasive appeals.

Like high self-monitors, Like high self-monitors, womenwomen tend to be tend to be sensitively attuned to sensitively attuned to relationshipsrelationships and and interpersonal issues. interpersonal issues.

This sensitivity This sensitivity affects affects the way they respond to the way they respond to persuasive appeals. persuasive appeals.


The Expectation of Discussion

The Expectation of Discussion

People who expect to discuss People who expect to discuss a topic tend to hold more a topic tend to hold more moderate opinions. moderate opinions.

Opinion shifts designed to Opinion shifts designed to create a good impression create a good impression can become lasting when the can become lasting when the process of shifting causes process of shifting causes people to think about the people to think about the topic in a different way.topic in a different way.

People who expect to discuss People who expect to discuss a topic tend to hold more a topic tend to hold more moderate opinions. moderate opinions.

Opinion shifts designed to Opinion shifts designed to create a good impression create a good impression can become lasting when the can become lasting when the process of shifting causes process of shifting causes people to think about the people to think about the topic in a different way.topic in a different way.


Self-Monitoring andExpectation of

Discussion

Self-Monitoring andExpectation of

DiscussionWhen expecting a discussion, high self-monitors (who pay more attention to social rewards) shift their attitudes and beliefs more than do low self-monitors.

When expecting a discussion, high self-monitors (who pay more attention to social rewards) shift their attitudes and beliefs more than do low self-monitors.

copyright © 2004 by allyn and bacon 5 5 attitudes and persuasion

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