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PSY 321 Chapter 7 Day 3 Notes

by: Stephanie

PSY 321 Chapter 7 Day 3 Notes Psy 321

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These notes cover the last part of Chapter 7 on attitudes and persuasion.
Social Psychology
Carrie Smith
Class Notes
PSY321, social, Psychology, Lecture Notes
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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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