PSY 321 Chapter 7 Day 2 Notes
PSY 321 Chapter 7 Day 2 Notes Psy 321
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This 3 page Class Notes was uploaded by Stephanie on Monday September 26, 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 15 views. For similar materials see Social Psychology in Psychology at University of Mississippi.
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Date Created: 09/26/16
PSY 321: Social Psychology Chapter 7: Attitudes and Persuasion I. Conventional Wisdom a. You have an attitude toward a behavior so you will act that behavior II. Theory of Planned Behavior (Ajzen & Fishbein, 1980) a. First you have an attitude towards a behavior b. The second component of the theory is subjective norms i. Do other people that you care about approve of the behavior? 1. Do they encourage or discourage that behavior? c. Third is Perceived Behavioral Control i. Is this behavior under your control? d. All of these things predict behavioral intention i. Do you plan to engage in this behavior? ii. This in turn predicts behavior e. Can TPB explain this? i. Extreme ritualistic alcohol consumption 1. This is the consumption of 10 or more drinks by men and 8 or more drinks by women 2. Glassman et al. (2010) a. They did an experiment at the University of Florida b. They looked at three football games i. Tennessee, Vanderbilt, and Florida State c. They found a lot of ERAC at the University of Florida d. Model i. Components 1. “Drinking would be good” 2. “My friends approve of my drinking” 3. “Is my drinking up to me” ii. Intention 1. “I intend to get drunk at the game” iii. Behavior e. TPB says that all of these things matter i. How to intervene/ decrease the behavior? 1. You can decrease the intention 2. Decrease perceived behavioral control 3. Change the attitude 4. You can change friends (subjective norms) III. Persuasion a. Definition: An attempt to change our attitudes i. It is often a way to change behavior b. What affects your likelihood of being perceived? i. Yale Attitude Change Approach 1. Proposed by researchers at Yale 2. Persuasion is affected by 3 different things a. Who is giving the message b. What the message is c. Aspects of the audience IV. Provider of the Message a. Credibility i. You have to believe this person/provider ii. Expertise 1. Does this person know things? Are they an expert? 2. The more expertise you have the more trusted you are 3. Can you fake this? a. Speak confidently and act like you know what you’re talking about b. The speed with which you talk i. Speaking quickly tends to indicate that you know what you’re talking about iii. Trustworthiness 1. Someone may be an expert but if you do not trust them then they are not credible to you 2. Selfinterest of the speaker cuts against trustworthiness a. When someone speaks against their selfinterest we are more likely to be persuaded 3. If we think you are trying to persuade us then we are less likely to trust you iv. Likeability 1. We are more likely to be persuaded by people we like 2. Attractiveness a. We like them more b. “Beautyisgood” bias 3. Similarity a. We are more likely to like you if we think you are similar to us v. Who is more persuasive – a credible or a likeable person? 1. If you can, get both 2. If you can’t get both, then it will depend a. If the attitude you are trying to change is fact based then find someone credible b. If the attitude is subjective then find someone likeable V. Audience/ Listener a. Age i. General rule: Younger people are more persuadable b. Need for cognition i. Some listeners need to think about what is being said to them c. Ego involvement of listener i. How much is their sense of Self tied into these attitudes d. Listeners who are forewarned i. These are people who are expecting you to persuade them ii. We are most persuaded when we don’t know that we are trying to be persuaded e. Mood i. What kind of mood your audience is in ii. You are more persuadable when you are in a good mood iii. Sometimes you want to match the audiences’ mood VI. Persuasion – The Message a. The message has to be tailored to your audience b. Onesided v. Twosided Message i. If the person is already leaning your way then use a onesided message ii. If the person is leaning the opposite direction then use a twosided message iii. Twosided messages are great if the audience is expecting a twosided message