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Lecture 5 - Attitudes & Persuasion Part 2

by: Leslie Ogu

Lecture 5 - Attitudes & Persuasion Part 2 PSYC 2012

Marketplace > George Washington University > Psychlogy > PSYC 2012 > Lecture 5 Attitudes Persuasion Part 2
Leslie Ogu
GPA 3.01

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About this Document

Continued notes on attitudes and persuasion including topics such as consistency, commitment, social proofs, and more
Social Psychology
Stock, M
Class Notes
commitment, social proof, social psychology, attitudes, persuasion
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This 4 page Class Notes was uploaded by Leslie Ogu on Thursday February 4, 2016. The Class Notes belongs to PSYC 2012 at George Washington University taught by Stock, M in Fall 2015. Since its upload, it has received 18 views. For similar materials see Social Psychology in Psychlogy at George Washington University.


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Date Created: 02/04/16
Leslie Ogu PSYC 2012  02/01/2016 ­ ​ ttitudes & Persuasion Pt. 2    Commitment & Consistency  ➢ I do as I say I do (or as I’ve done)  ○ Our internal desire, or want to follow what we say we say we have already  done; be consistent with the image we have already portrayed  ■ Ex: A beach towel study conducted to see if more people stopped a  “thief” from taking a woman’s radio as she went to buy food. More  people attempted to stop the “thief” if they were asked to watch the  woman’s things ahead of time  ➢ Techniques  ○ “​Foot­in­the­door​” (opposite of “Door­in­the­face”) entails starting with a  smaller request and continuously increasing it to larger ones  ■ According to studies, people are more likely to do more if they are  eased into it, rather than asking for more upfront  ○ “​Low­ball technique​ ” is the method of offering a “low price” and then  increasing it once the person has committed to it  ■ Once people have given their word, they are less likely to back out  of it despite raising the stakes    Other Influences  ➢ Social Proof​  ­ people seeing a behavior as appropriate in a given situation to the  degree of which they see other people doing it  ○ Ex: having money placed in the tip jar during business hours will make  more people likely to tip as well as they believe other people have  ➢ Liking​  ­ people are more likely to comply to someone if they like them  ○ Technique Example: “Friend Trap”  ■ attempting to make people believe they are more involved with you  than they may have believed or thought  ➢ Scarcity Techniques​  plays on the idea that people will want something they  believe they may not be able to get at some later time or have to get at that time  ○ Psychological Reactance: We want what we cannot have or may not be  able to have in the future  ■ Ex: “While supplies last” sales  ○ Things are more valuable if they are rare or hard to get    Elaboration Likelihood Model  ➢ Persuasion induces attitude change through:  ○ Central Route Processing​  ­ the person is fully absorbed in what the  person has to say  ■ the argument has quality or reasonable support  ■ high effort to understand / more controlled processing  ■ more detail and information given  ■ no distractions  ■ knowledgeable  ■ more predictive of behavior  ○ Peripheral Route Processing​  ­ utilizing resources that require little effort;  usually things people can understand on their own  ■ e.g. heuristics = low effort  ■ Ex: picture ads  ■ speaker characteristics (e.g., attractive, trustworthy)  ■ number of arguments  ■ not as long­lasting  ■ low motivation  ■ little prior knowledge  ○ An optimum approach is a mixture of the two processes  ○ Things to consider when deciding a method:  ■ The audience  ● Are they involved?  ○ If they are involved, they will be more engaged in the  content and try to understand it  ● Is the topic relevant to them?  ○ The more relevant it is to them, the more likely it is  best to use the central route  ■ Their motivation is higher  ● Do they have to do some mental work to understand?  ● Are they distracted?  ● People differ in their need for cognition  ○ Those who are ​ high in NFC ​tend to enjoy thinking  and analyzing (more towards central route)  ○ Those who are ​ low in NFC​ tend to not enjoy thinking  and analyzing (more towards peripheral route)  ■ The source  ● Is it credible?  ○ 2 Components  ■ Expertise  ● Credentials, knowledge of subject  matter, beginning with a message the  audience agrees with  ■ Trustworthiness  ● Confidence usually means more trust,  self­interest of speaker usually means  less trust  ● Are they attractive to the audience? (either physically or  through similarities they share)  ○ 2 Components ­ Similarity and Physical Appeal  ■ If we listen to someone similar to us and that is  physically appealing, we are more likely to  listen to them  ■ Ex: Commercials usually have physically  attractive celebrities to endorse their products  ● Sleeper Effect​  ­ a delayed message in the persuasive  impact of a non­credible source  ○ Sometimes we will remember the message but forget  why we agreed with it  ■ The message  ● Based on reason or emotion  ○ Arousing negative and positive feelings can lead to  attitude change  ■ Positive emotions lead to a more positive  outlook as it makes people feel good, and this  increases the chances of someone following  the peripheral route to persuasion  ● Different sides  ○ You have to decide if when trying to persuade  someone, is it better to address the opposing  viewpoints  ○ One­sided is better if the audience:  ■ already agrees with you  ■ are unaware of the opposing views  ■ have less knowledge of the topic  ○ Discrepancy  ­ How extreme a position should you  take to maximize attitude change?  ■ Moderate discrepancy is best ­ a position will  lead to people quickly rejecting and refuting the  arguments 


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