persuasion you are feeling very sleeepy…. bumper stickers - “i’ll give up my gun when they pry...
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Persuasion
You are feeling very sleeepy…
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Bumper Stickers - “I’ll give up my gun when they pry it from my cold, dead hands.”
Billboards - “Get U.S. out of the U.N.”
Magazine Ads - “Think different”
Television Ads - “Got Milk?”
Radio Ads - “This program is brought to you by Exxon, working for a better environment”
T- shirts - “No Nukes”
Lawn Placards - “Vote for Kaine”
Mailings, etc.
300 to 400 appeals/day from marketers alone
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Martin Luther King, Jr.Martin Luther King, Jr.
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National Rifle AssociationNational Rifle Association
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What are attitudes?
• ABCs of attitudes– Affective: evaluations are based on positive
and negative emotions associated with a target
– Behavioral: a behavioral tendency to act in a certain manner towards the attitude object
– Cognitive: evaluations based on beliefs & facts
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Homer Simpson’s Attitudes Toward Beer
Homer’s Attitude
Toward BeerBehavior
Regarding Beer
Cognitions Regarding
Beer
AffectiveEvaluation
Beer
“To alcohol, the cause of, and solution to, all of life's problems."
"The other day, I was so desperate for a beer, I snuck into the football stadium and ate the dirt under the bleachers."
"Mmmmm... Gummi Beer."
"Homer no function beer well without."
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Consistency in persuasion
1. Balance theory (Heider)
- we are motivated to have harmony in our views and behaviors
- we want to agree with people we like a disagree with those we don’t
Think of someone you respect / like. What if they expressed an opinion you opposed?
1. Could change your feelings for the person
2. Could change your opinion on the issue
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If you like Tiger, shouldn’t you like the car?
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Balance TheoryBalanced Situations
Michelle Teacher
Legalized abortion
+
+ +
Michelle Teacher
Legalized abortion
-
- +
Michelle Teacher
Legalized abortion
+
- -
Michelle Teacher
Legalized abortion
-
+ -
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Michelle Teacher
Legalized abortion
-
+ +
Michelle Teacher
Legalized abortion
+
- +
Michelle Teacher
Legalized abortion
+
+ -
Michelle Teacher
Legalized abortion
-
- -
Balance TheoryImbalanced Situations
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Consistency in persuasion
2. Cognitive dissonance theory
- we will work to resolve inconsistencies in our beliefs and actions when they matter to us
- changing a behavior can change an attitude (and vice versa)
Changes in attitudes occur primarily when we perceive justification – e.g., free will in determining our (inconsistent) actions
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Ready to turn some pegs??
• Students spent hour turning pegs in holes (really boring)
• Paid either $1 or $20• Who enjoyed the task
more (when asked later)?• Why $1 people $20
was justification enough, $1 wasn’t – I must have really liked turning pegs!
(Festinger & Carlsmith, 1959)
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0
5
10
15
20
25
No lie $20 lie $1 lie
Ratings of task enjoyment
Insufficient justificationAttitude change happens when one freely performs an attitude-discrepant
act for an inadequate reward.
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actionor
decision that
conflicts w/ impt. aspect of
self.
Initiation Amplification Motivation Reduction
is seen as freely chosen.
produces negative consequences that were foreseeable
Can’t be justified as due to strong reward or threat
cannot be withdrawn
unpleasant arousal.
change designed to remove the unpleasant
arousal.
Dissonance begins with:
More dissonance arises when the action or decision:
Dissonance is experienced as:
Dissonance is reduced through:
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What affects how consistent we are?
• Arousal– Tranquilizers cause people to not change
their opinions
• Preference for consistency
• Consequences– More impact of your behavior = more likely
you will be to change your attitudes
• Salience of inconsistency
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Consistent with what?
Individualist Individualist “me” focused“me” focused
Collectivist Collectivist group focusedgroup focused
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Persuasion change in private attitude or belief as a result of receiving a message
Dual Process Model- takes into account two ways attitude change takes place- e.g., central vs. peripheral processing, systematic vs. heuristic processing, etc.
Certain information is processed more deeply than other info
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Message
High High motivation motivation
and ability to and ability to think about think about the messagethe message
Low motivationor ability to think about the message
Superficial processing, focused on surface features,
e.g.: communicator’s attractiveness or
number of arguments
Deep processing, focused on the quality
of the message arguments.
Lasting change that
resists fading and
counterattack
Temporary change that
that is susceptible to
fading and counterattack
Persuasion Attempt
Audience Factors
Processing Approach
Persuasion Outcome
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“Retirement planning can be a way to stay ahead of the game.”Cris CarterSchwab Investor
Central or Central or Peripheral?Peripheral?
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Who says...
What... By what means...
To whom?
Communicator
• Credibility
• expertise
• trustworthiness
• Attractiveness
Channel
• spoken
• written
• audio
•Video
Audience
•Need for Cognition
Message content
• Reason vs. emotion
• Discrepancy
• One vs. two-sided
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Who says?
•Credibility: believability
• expertise: the amount of knowledge the source is assumed to have
• trustworthiness: the perceived intention of the communicator to deceive.
•Perceived expertise
• Begin by saying things the audience agrees with
• Be introduced as someone knowledgeable on the topic
• Speak confidently (no stuttering), and quickly
Communicator
• Credibility
• expertise
• trustworthiness
• Attractiveness
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Class Demonstration
• Message on Phosphate containing detergents– Source
• Government Agency• Soap Company
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• Attractiveness: •having qualities that appeal to an audience
• physical appeal • likeability• perceived similarity
• surface characteristics (Dembroski and others, 1978)
• attitudes & values • Persuasive on matters of subjective preference (e.g., aspirin, soft drinks)
•Communicator characteristics less relevant when the subject matter is important to participants
Who says?
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-0.8
-0.6
-0.4
-0.20
0.2
0.4
0.6
0.8
Low High Low Highprestige of speaker
Strong argument Weak argument
Low personal relevance
High personal relevance
Agreement with the message
(Petty et al., 1981)
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0
5
10
15
20
25
Immediate Four weeks
Time interval
% attitude change
The Sleeper Effect
Expert source
Nonexpert source
(Hovland & Weiss, 1951)
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Message content
• Reason vs. emotion
• Discrepancy
• One vs. two-sided
What is said?
1. Is a carefully reasoned message more persuasive, or one that arouses emotion?
2. Will you be more persuasive by advocating an extreme point of view, or by advocating a moderate position?
3. Should your message be one-sided, or should it acknowledge two points of view?
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1. Is a carefully reasoned message more persuasive, or one that arouses emotion?
0
15
30
45
60
75
90
CancerCure
ArmedForces
Moon Trip 3-DMovies
Reading with no food
Eating while reading
(Dabbs & Janis, 1965)
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Fear and Persuasion
• http://www.comedycentral.com/shows/the_daily_show/videos/stephen_colbert/index.jhtml?playVideo=12615
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0
1
2
3
4
5
Small Medium Large
Agnes Stearns
T.S. Eliot
Discrepancy
Opinion change
2. Extreme or moderate point of view?
Discrepancy interacts with communicator credibility
(Aronson et al., 1963)
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0
10
20
30
40
50
60
One-sided Two-sided
Initially opposed
Initially agreed
The message
Opinion change
3. One-sided or Two-sided? The interaction of initial opinion with one- versus two-sidedness
(Hovland et al., 1949)
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2
3
4
5
Written Audio Tape Video Tape
Easy message
Difficult message
Channel type
Opinion change
By What Means…
Channel
• spoken
• written
• audio
•Video
(Chaiken & Eagly, 1978)
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Positivity of message evaluation
01234567
Low NC High NC
Need for cognition
Strongarguments
Weakarguments
(Cacioppo et al., 1973)
To Whom?Audience
•Need for Cognition