Social Psychology, Von Der Haar, Chapter 6

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4 PRIMARY INGREDIENTS OF COMMUNICATION

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1. THE COMMUNICATOR, THE MESSAGE, HOW THE MESSAGE IS COMMUNICATED, AND THE AUDIENCE

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ATTITUDE

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A TENDENCY TO EVALUATE A PERSON, OBJECT, OR IDEA WITH SOME DEGREE OF APPROVAL OR DISAPPROVAL

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MEDIA CONTAGION

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THE MEDIA CAN MAKE US MORE EMOTIONAL AND FEARFUL BY SHOWING US FRIGHTENING IMAGES AND TELLING US SCARY AND DISTURBING DETAILS ABOUT EVENTS THAT HAVE OCCURRED.

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FACTORS INCREASING EFFECTIVENESS OF COMMUNICATION

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CREDIBILITY, TRUSTWORTHINESS AND ATTRACTIVENESS.

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COGNITIVE COMPONENT OF AN ATTITUDE

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THE THOUGHTS THAT PEOPLE HAVE ABOUT AN ATTITUDE (THOUGHTS)

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AFFECTIVE COMPONENT

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A PERSON'S EMOTIONS AND FEELINGS TOWARD A PARTICULAR ATTITUDE (FEELINGS)

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BEHAVIORAL COMPONENT

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PERSON'S ACTIONS WITH RESPECT TO AN ATTITUDE (ACTIONS)

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THURSTONE'S SCALE

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LOOKS AT THE EXACT DIFFERENCES BETWEEN ONE RESPONDENT'S ATTITUDE AND ANOTHERS.

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LIKERT SCALE

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MEASURES RANGE OF AGREEMENT. ONE OF THE MOST POPULAR METHODS FOR MEASURING ATTITUDES. USES A MULTIPLE CHOISE FORMAT. A RESPONDENTS TOTAL SCORE WOULD BE CALCULATED.

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GUTTMAN SCALE

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PRODUCES SCORES WITH UNIQUE MEANINGS. USES A HIERARCHY OF ATTITUES RANGING FROM LEAST EXTREME TO THE MOST EXTREME.

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SEMANTIC DIFFERENTIAL SCALE

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MEASURES CONNOTATIVE MEANING OF THE ATTITUDE OBJECT, THAT IS IT'S IMPLIED MEANING. USES A 7 POINT CONTINUUM

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BOGARDUS SOCIAL DISTANCE SCALE

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MEASURES ATTITUDES TOWARD VARIOUS RACIAL OR NATIONALITY GROUPS. ASSIGNED SCORES TO RESPONDENTS THAT WOULD INDICATE THEIR ATTITUDES TOWARD MEMBERS OF VARIOUS GROUPS.

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FRAMING PERSUASION

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THE WAY THE ADVERTISEMENT IS WORDED OR FRAMED CAN MAKE A PRODUCT OR IDEA SOUND BETTER THAN IT IS. (INSTEAD OF A PRODUCT THAT IS SIMILAR TO ANOTHER, ONE WOULD SAY "NOTHING IS BETTER THAN THIS PRODUCT".

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FAMILIARITY OF PRODUCTS

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INDIVIDUALS MAY PURCHASE PRODUCTS ON THE BASIS THAT THEY ARE FAMILIAR WITH THEM. PERHAPS THEIR PARENTS USED THEM.

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TIMING OF MEDIA INFORMATION

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DURING POLITICAL CAMPAIGNS, A CONTROVERSIAL LEAKING OF INFORMATION REGARDING A CANDIDATE WILL BE LEAKED JUST BEFORE THE ELECTION

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EDUCATION

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THE ACT OF IMPARTING KNOWLEDGE OR SKILL

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PROPAGANDA

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THE ACT OF SYSTEMATIC DISSEMINATION OF A GIVEN DOCTRINE

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CENTRAL ROUTE TO PERSUASION

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WEIGHING ARGUMENTS AND CONSIDERING THE RELEVANT FACTS THAT ARE GIVEN. CENTRAL ROUTE PROVIDES SPECIFIC INFORMATION OF A MORE TECHNICAL NATURE. OFTEN LEADS TO MORE PERMANENT ATTITUDE CHANGES

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PERIPHERAL ROUTE TO PERSUASION

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THIS IS A MORE FLUFF DISPLAY OF THINGS. A SET OF CUES ARE PRESENTED IN HOPES IT WILL TRIGGER ACCEPTANCE FROM THE PUBLIC. MOST OFTEN LEADS TO TEMPORARY ATTITUDINAL CHANGES.

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SLEEPER EFFECT

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THERE IS A DELAY IN PERSUASION. PEOPLE FORGET THE SOURCE OF INFORMATION OR HOW THE INFORMATION CONNECTS TO THE SOURCE OF THE MESSAGE

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CREDIBILITY OF SPEAKING STYLES

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THOSE INDIVIDUALS WHO CAN SPEAK RAPIDLY ARE CONSIDERED MORE CREDIBLE. THEY ARE ALSO HARDER TO INTERRUPT. IT ALSO SEEMS THEY HAVE THOUGHT THINGS THROUGH.

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ATTRACTIVENESS AND LIKEABILILTY OF THE SPEAKER

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WE WANT TO LIKE SOMEONE BEFORE WE LISTEN TO WHAT THEY ARE PROMOTING.

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SIMILARITY IN THE SPOKEPERSON

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WE LIKE PEOPLE WHO ARE SIMILAR TO US AND WHO HAVE OUR VALUES, TASTES AND LIFESTYLE.

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EDUCATION LEVEL OF THE AUDIENCE

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HIGHER EDUCATED AUDIENCES PREFER A MORE ANALYTICAL, LOGICAL APPROACH TO SELLING.

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MOST EFFECTIVE FORMS OF MEDIA PERSUASION

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PEOPLE PREFER THE MEDIA IN THE FOLLOWING FORMS WITH MOST PREFERRED FIRST. LIVE, VISUAL TAPES, AUDIO AND WRITTEN.

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INOCULATION EFFECT

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WHEN WE ARE EXPOSED TO A BRIEF INTRO TO AN ARGUMENT, WE WILL THEN PREPARE OUR DEFENSE OF OUR POSITION FOR THE FULL ARGUMENT.

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OPINION

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WHAT AN INDIVIDUAL BELIEVES TO BE FACTUALLY TRUE

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ATTITUDE

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WHAT A PERSON BELIEVES AND FEELS TO BE FACTUALLY TRUE

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CLASSICAL CONDITIONING

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ASSOCIATION OF A STIMULUS WITH A RESPONSE. PAVLOVS DOGS FOR EXAMPLE

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OPERANT CONDITIONING

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SOMETHING THAT ENCOURAGES OR DISCOURAGES THE LIKLIEHOOD OF SOMETHING HAPPENING AGAIN

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SOCIAL LEARNING THEORY

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THE WAY IN WHICH WE LEARN ATTITUDES BY OBSERVING AND IMITATING OTHER PEOPLE. WE LEARN PATTERNS AND BEHAVIORS FROM THOSE AROUND US.

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ADJUSTMENT FUNCTION (KATZ)

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ATTITUDES THAT HELP TO SATISFY OUR NEEDS, REACH GOALS AND AVOID UNDESIREABLE OUTCOMES

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EGO-DEFENSIVE FUNCTION

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ATTITUDES CAN ALSO PROTECT OUR EGOS OR SELF IMAGES

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VALUE-EXPRESSIVE FUNCTION

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REVEAL WHO WE ARE. REFLECT OUR CENTRAL AND TRUE BELIEFS AND VALUES

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BALANCE THEORY (HEIDER)

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COGNITIVE THEORY IS EXPLAINING HOW WE FEEL COMFORTABLE WHEN PEOPLE AGREE WITH US AND WHEN PEOPLE WE DISLIKE DISAGREE WITH US (CONSISTENCY)

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THEORY OF COGNITIVE DISSONANCE (FESTINGER)

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A STATE OF PSYCHOLOGICAL DISCOMFORT THAT OCCURS WHEN PEOPLE RECOGNIZE THAT THEIR COGNITIONS ARE INCONSISTENT

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THREE CONDITIONS REGARDING COGNITIONS

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1. THEY ARE CONSONANT - THE RELATIONSHIPS FIT TOGETHER
2. IRRELEVANT - ONE ELEMENT HAS NO BEARING ON THE OTHER ELEMENT.
3. DISSONANT - A STATE OF TENSION OCCURS BECAUSE THE COGNTIONS ARE INCONSTENT WITH ONE ANOTHER

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POST DECISION COGNITIVE DISSONANCE

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DISSONANCE CREATED IN THE DECISION MAKING PROCESS THAT LEADS INDIVIDUALS TO INCREASE THEIR DESIRE FOR THEIR CHOSEN ALTERNATIVE AND DECREASE THIER DESIRE FOR THE OTHER OPTIONS.

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ESCALATION REGARDING DISSONANCE

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ONCE A SMALL COMMITMENT, ATTITUDE, BELIEF OR BEHAVIOR HAS BEEN MADE, IT SETS THE STAGE FOR INCREASING COMMITMENT TO FURTHER JUSTIFY THE COMMITMENT MADE

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SELECTIVE EXPOSURE REGARDING DISSONANCE

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WE ONLY SEEK INFORMATION THAT SUPPORTS OUR WORLD VIEW. WE BOLDY REFUTE ANY QUESTIONING OF OUR VIEWS.

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EXTERNAL JUSTIFICATIONS REGARDING DISSONANCE

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LOOK FOR EXCUSES WITHIN SITUATIONS TO HELP DEFEND ACTIONS OR BEHAVIORS.

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INTERNAL JUSTIFICATIONS

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ACTUALLY CHANGING YOUR ATTITUDE SO THAT IS NO LONGER INCONSISTENT WITH YOUR BEHAVIOR

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SAYING IS BELIEVING PARADIGM

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ACTUALLY BELIEVING YOUR OWN LIES

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COUNTER ATTITUDINAL ADVOCACY

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HAVING TO ADVOCATE FOR SOMEONE OR SOMETHING YOU DON'T PERSONALLY BELIEVE IN

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SELF ESTEEM REGARDING DISSONANCE

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HIGH SELF ESTEEM CREATES THE HIGHEST LEVELS OF DISSONANCE BECAUSE OF THE GREAT TENSION THAT EXISTS BETWEEN BELIEFS AND BEHAVIOR

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REASONED ACTION MODEL (FISHBEIN AND AZJEAN)

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THE BEST PREDICTION OF AN INDIVIDUAL'S BEHAVIOR ARE IN THEIR INTENTIONS.

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PLANNED BEHAVIOR MODEL (AZJEAN)

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THIS IS THE COMPONENT OF PERCEIVED BEHAVIORAL CONTROL. WHETHER OR NOT THE BEHAVIOR IS PLANNED, SPEAKS TO THE CONNECTION BETWEEN THE BEHAVIOR AND ATTITUDE.