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45 Cards in this Set
- Front
- Back
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what are the 6 common features of paradigm cases of persuasion?
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1. successful influence
2. goal (intended outcome) 3. freedom of choice/free will 4. communication 5. change in mental state 6. persuasion as influence of behavioral response |
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what are the 3 types of behavioral response from persuasion as influence of behavioral response?
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1. response-shaping
-start using a new brand of toothpaste -joining a frat --> learn how to act/behave 2. response-reinforcing -to keep using the toothpaste -to continue doing those things 3. response-changing -change from colgate to crest -change from a big brand to a smaller brand |
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what's the difference b/w attitude, opinion, belief, value?
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-attitude: predisposition to evaluate something, +/-
-opinion: vocalized attitude -belief: judgment of something as T/F -value: evaluation of goodness/badness of something -general/enduring evaluations -super attitude |
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what are the focuses of attitude in persuasion?
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-attitude change is the objective
-which UC campus is better -attitude change is a method of behavior change -vehicle for getting you to do something |
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what's the difference b/w coercion, propaganda, brainwashing?
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-coercion: change of behavior through withholding of rewards or dispensing punishment
-not attitude change -propaganda: to spread -from 1660 Pope Greg 16th -process of persuasion & propaganda don't differ but by how we use the term -brainwashing: deprives basic essentials to life -makes you susceptible to certain arguments -type of persuasion but through weekend senses |
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attitudes aren't the only thing to shape behavior
what other conditions/factors also shape behavior? |
-situational/social pressures
-didn't want to go to church as a kid but parents made you -societal norms -don't like someone at work but still have to be polite -analysis of reason -when we analyze how we feel the way we do, it misleads us to consider a biased/incomplete set of data -go with gut feelings |
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what's the relationship of direct/indirect experience with attitude-behavior relationship?
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-direct experience = stronger attitude-behavior relationship
-personal experience is better predictor of behavior |
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what's the relationship of informed/uninformed attitudes with attitude-behavior relationship?
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-informed attitudes are more strongly related to behavior
-someone's who lived in davis vs. less than a year |
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what's the relationship of strong competing attitudes with attitude-behavior relationship?
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-what you like more
-between-subjects: bad -compare person's behavior with strength of attitude to the strength of other people's attitude EX: like wine more than obama b/c have stronger attitudes to wine -within-subject: GOOD -comparing strength of attitude to strength of attitude toward competing attitude objects EX: like beer more than wine -strength of beer is stronger than wine even though they like wine...they like beer more |
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what's the relationship of specific/general attitudes with attitude-behavior relationship?
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-specific behavior = strongly related to specific relevant attitude NOT general attitude
EX: to predict how often you go to church -good/specific: how you feel about attending services -bad/unspecific: how you feel about religion EX: joining a frat -good/specific: how interested you are in joining the greek system -bad/unspecific: how interested you are in joining a social org |
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what's the relationship b/w interest/involvement/personal importance and attitude and behavior?
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-high involvement/personal importance/interest = better behavior predictor
EX: drinking age from 18 to 21 -involved: those around 18/under 21 -more willing to campaign against it -uninvolved: 21 yr olds |
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what ways do attitude and behavior differ within people?
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-self-monitoring
-low self-monitors = consistent behavior w/their attitudes --> better behavior predictor -high self-monitors = acts diff. depending on situation - social chameleon -private self-consciousness = introspective, constantly self reflective -high private self-consciousness = better behavior predictor -self-efficacy: having confidence to think you can do it -high self-efficacy = better behavior predictor |
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what can affect behavior?
(single/multiple act...) |
-single vs. multiple act
-multiple = better behavior predictor EX: go to GYM TODAY? vs. did you exercise today? -assessment of multiple situations -you're injured etc... -temporal gap b/w attitude assessment and behavior assessment -measurement of time -you're attitude can change over time and for diff. reasons |
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what are the postulates for can behavior "cause" attitudes?
self-perception theory |
-under certain situations, people infer own attitudes from past behaviors
EX: how do you feel about the salvation army? you donated $ so you think they're good -attitudes are constructed when needed rather than retrieved from memory -don't care/have an attitude -don't think about it until we need too -behaviors shaped by many factors, attitude is just 1 EX: go to peets not cause you like it better but b/c it's only coffee in town |
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when do the postulates for can behavior "cause" attitudes occur?
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-lack of external justification/outside reason for behavior
-weak prior attitude |
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what are the 4 assumptions of functional approaches to persuasion?
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1. attitudes are functional - gratify needs
EX: not eating beef --> fear of mad cow disease 2. individuals hold same attitude for diff. reasons, to satisfy diff. needs EX: eating beef - like the taste, for the protein 3. attitude for individual may serve multiple functions EX: eating beef - protein for body building AND like to bbq w/friends 4. optimal persuasive strategy depends on the function served by attitude 1 wishes to alter -reasons why you feel that way & try to change that |
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what are the 5 types of functions for persuasion?
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1. utilitarian: max rewards/min punishment
-practical, useful EX: going to costco to save $ 2. social adjustive: attitudes help people adjust to social situations/groups -help them to fit in, interact smoothly EX: buying cool brands 3. ego-defensive: defending self-esteem -helps us like ourselves EX: you're prejudice but donate to ACLU 4. value-expressive: to express what's important to you EX: vote for candidates who have similar values 5. knowledge: attitudes helps us make sense of the world -classification system EX: politician you don't like has a new bill --> you automatically don't like the bill cause you don't like the politician |
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what are the 3 processes of social influence?
are they mutually exclusive? |
NOT mutually exclusive
1. compliance 2. identification 3. internalization |
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what's compliance?
processes of social influence |
-individual accepts influence from another group w/hope to gain reward, avoid punishment
-utilitarian -motivation = rewards/punishment -source of persuader's power: means of control -persistence of influence occurs if they have exclusive rewards/punishment and if it's still of value to them EX: going to class/study = better grades |
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what's identification?
processes of social influence |
-individual adopts another group's views b/c those views are associated w/a satisfying self-defining relationship w/this group
-motivation: social needs -source of persuader's power: attraction -we want to be just like them, like mom etc... EX: younger siblings look up to older siblings |
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what's internalization?
processes of social influence |
-when an individual accepts an opinion b/c it is shown to be congruent w/his value system
-a particular way of thinking -motivation: value linkages -relates to your values -source of persuader's power: credibility & argument EX: celebrity endorsements come and go, but your values last -type of behavior change lasts the longest -celebrity endorsements don't last -strongest type of persuasion |
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what's the strongest type of persuasion?
processes of social influence |
internalization
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what is the tripartite model of attitude?
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3 components
1. cognitive: what we know HEAD 2. affective: how we feel HEART 3. behavioral: what we do ACTIONS EX: liver cognitive: good for you, nutritious affective: gross/icky, we don't like it behavioral: we don't buy it at the store |
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what are the 3 belief-based models of attitude?
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1. expectancy x value = product
-long/tedious -your expectations AND what you value/what's most important to you 2. construction by aspect model -do it feature by feature -eliminate least important features 3. summative model of attitude -A=E(b)(e) |
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what are the components for conditioning?
learning approach |
-UCS: unconditioned stimulus
-meat -UCR: unconditioned response -salivate -CS: conditioned stimulus -bell -CR: conditioned response -salivate at sound of bell |
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T/F: attitudes/behaviors are learned
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true
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what is higher-order conditioning?
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-a CS elicits a CR
-can be paired w/a NEUTRAL stimulus (UCS), that with repeated exposure, can elicit the same response (UCR) -you're not afraid of it innately -but you've been conditioned to associate an emotion/reaction w/it -you've come to learn it EX: you're not naturally afraid of sharks --> jaws --> fear CS: jaws music UCS: shark CR/UCR: fear |
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what are the basic principles of operant conditioning?
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-you're more likely to do something if your behavior is reinforced positively
-you're OWN behavior that produces a response EX: study --> A --> study more study --> F --> study less EX: new outfit --> compliments --> wear it more |
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what is observational learning?
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-what you SEE
-learn through social models -learn from other people -see what gets rewarded/punished without doing it yourself EX: by watching COPS, you know how not to at so you don't get arrested EX: commercials/products --> buy axe --> get girls |
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what is discrimination?
observational learning |
-learns to expect that same behavior can lead to diff. consequences in diff. conditions
EX: threats --> only when you have more power than them --> learn to discriminate who you make threats too (not to your boss) EX: dog pees on newspaper newspaper on floor = good newspaper on table = bad |
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what is generalization?
observational learning |
-learns that variation in stimulus situations may lead to same outcome
EX: touch hot electric stove = gets burned --> don't touch other stuff that generates heat |
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what is the difference b/w acquisition & performance?
observational learning |
-the acquisition/learning of behavior doesn't always lead to its performance
-learned behaviors are performed only if there is an incentive EX: watch TV --> learn how to kill people (acquisition) but you don't go and kill people (performance) |
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what is the yale message learning approach?
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-independent/antecedent variables
-source, message, recipient, channel -info processing steps -attention, comprehension, yielding, retention -communication/persuasion effects -believe/attitude/affective/behavior change |
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how did mcguire extend the yale model?
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-12 steps
-you lose people @ each step 1. exposure 2. attention 3. interested 4. comprehension 5. acquisition of skills 6. yielding/attitude change 7. memory storage of message 8. info search/retrieval 9. decision on basis of retrieved info 10. behaving in accordance w/decision 11. reinforcement of desired acts 12. post behavioral consolidation |
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what are the 4 implications of persuasion of the mccguire approach?
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1. attenuation principle: weak effects are to be expected - hard to get people through all 12 steps
2. distant-measure fallacy: asses effects @ the appropriate output level -assess impact at each step 3. mixed effects: what helps can also hurt EX: red asphalt video: learn how to drive safely but also become scared of driving b/c get in accident EX: credibility --> stop paying attention b/c you trust them 4. golden principle: moderate levels of a variable are usually most effective -too smart: you think you're better -too dumb: don't get it average: can be persuaded |
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what are the 3 types of bonds in dissonance theory?
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1. consonant: beliefs are consistent
2. dissonant: beliefs are inconsistent, clashes 3. neutral/irrelevant: not related |
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what are the 2 factors determining magnitude of dissonance?
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1. relative proportion of consonant/dissonant elements
-if consonant feelings are bigger than dissonant feelings - how much you feel compared to the other 2. importance of elements/issues -some issues are more important than others |
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how do you restore consistency?
EX: you go to a pricey college but you party a lot dissonance theory |
1. change 1 element to make it consistent w/the other element
EX: you convince yourself an active social life is developing social skills 2. add consonant cognition -you try to make it up/do other things to fix it EX: you party a lot but you also study and go to OH during the day 3. change importance of cognition EX: as long as you get a degree/graduate in the end, partying isn't that bad |
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how does dissonance arousal relate to persuasion? what does it cause?
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1. attitude change: point out inconsistencies
-to persuade you to change your actions -can also be anticipated --> hypocrisy 2. attitude reinforcement -continue what you're doing -give you additional reasons to do so --> to reduce dissonance |
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some individuals who have been confronted w/undeniable evidence that their convictions are wrong/invalid may become even more committed to these convictions/beliefs...
what are those 4 necessary conditions for it to happen? |
1. firm conviction
2. being "on record' as holding these beliefs - public statements/past behavior 3. dis-confirmation of your beliefs w/evidence that is undeniable 4. social support for your original beliefs/convictions EX: evangelist jimmy swaggert --> arrested for prostitutes --> still has church w/supporters |
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what are some reasons for your post-decision attitude change?
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1. domain: decision that involve 2+ attractive alternatives
-attitude becomes more (+) to support your choice 2. dissonance shaped by importance of decision, presence of unique advantages for unchosen alternative, presence of unique disadvantages for chosen alternative 3. post-decision reduction strategies |
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what are things you can do to reduce dissonance after you've made your decision?
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1. revoke decision
2. increase attractiveness of choice 3. decrease attractiveness of alternative 4. convince yourself the consequences are similar -it didn't matter what you chose |
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what happens when there are insufficient justification effects when they behave in a counter-attitudinal manner?
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-more likely to change attitude to make it conform w/the behavior if they had insufficient justification for engaging in the behavior
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what are some recent modifications of the dissonance theory: necessary conditions for dissonance arousal?
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1. irreversible aversive consequences
2. personal responsibility for consequences |
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what are the necessary conditions for assumption of personal responsibility?
recent modifications of the dissonance theory: necessary conditions for dissonance arousal |
-perceived freedom: had a choice not to behave in the manner that brought these consequences
-foreseeability: should have been able to see that these consequences would result in my behavior |
