LECTURE 6 Changing Attitudes (and Behaviours) 1)Administration 2)Elaboration Likelihood Model (ELM)...
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Transcript of LECTURE 6 Changing Attitudes (and Behaviours) 1)Administration 2)Elaboration Likelihood Model (ELM)...
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LECTURE 6 Changing Attitudes (and Behaviours)
1) Administration2) Elaboration Likelihood Model (ELM)3) Factors that Influence the Effectiveness of the
Persuasion4) Don’t Vote clip5) Break6) Cialdini’s Six Principles of Persuasion8) Next Class
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Persuasion
The process by which a message induces change in feelings, attitudes, or behaviours.
How do we get people to feel, believe, and do what we want them to feel, believe, and do?
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Elaboration Likelihood Model
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Elaboration Likelihood Model
• Persuasion via the Central Route:– A focus on the actual content of the arguments that
stimulates thinking about the new attitude (also known as systematic processing)
• Persuasion via the Peripheral Route:– Acceptance is triggered by incidental cues (e.g.,
attractiveness of the speaker) without much thinking (also known as heuristic-based processing)
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Increasing Minimum Wage
Central Route Peripheral Route
Great arguments.I’m convinced!
He sounds smart.I’m convinced!
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Central Route Peripheral Route
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Elaboration Likelihood Model
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Motivation x Ability
Motivation to process the argumentsFactors related to motivation that influence the likelihood that you will elaborate on the issues
– Personal relevance– Responsibility for evaluating message– Need for cognition/Need for Closure– Incongruent information
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Motivation x Ability
Ability to process the argumentsFactors related to ability that influence if you can process the information in the arguments
– Message clarity– Repeating the message– Distraction/time pressure– Channel of communication (print)– Individual differences in intelligence
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Motivation x Ability
MotivatedYes No
Yes centralAbility toProcess
No
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Argument quality is important to the Central Route:
• Strong arguments – make you more favourable toward the object/issue
• Weak arguments – make you less favourable toward the object/issue
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Elaboration Likelihood Model
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Attitudes changed via the Central Route are:
• longer lasting
• more predictive of behavior
• more resistant to change
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Motivation x Ability
MotivatedYes No
Yes peripheralAbility toProcess
No peripheral peripheral
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Elaboration Likelihood Model
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Argument quality is less important to the Peripheral Route:
• Strong arguments and weak arguments can have the same effect.
• Weak arguments are less damaging.
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Attitudes changed via the Peripheral Route are:
• less longer lasting; more temporary
• less predictive of behaviour
• less resistant to other people trying to influence our attitudes
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Ingredients of Persuasive AppealYale Attitude Change Approach
1. Communicator (who said it?)
2. Message (what was said?)
3. Audience (to whom?)
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Communicator
• Credibility– Expertise
– Trustworthiness/Self-Interest
– Likeability
• Attractiveness
– Physical Appeal
– Similarity
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Message(besides quality of arguments)
• Two-sided versus one-sided arguments– Two-sided are better if you can refute the other side
• Emotion – positive feelings (peripheral processing)– fear (motivating especially if have plan)
• Discrepancy – Credibility of communicator– Involvement of audience
• Primacy versus recency– Primacy normally better
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Message – Primacy/Recency
Primacy Effects: Information presented first has the most influence
Message1…Message2…………….….Response
Recency Effects: Information presented last has the most influence
Message 1…………………Message2…Response
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Audience
• What are they thinking? – The ability and motivation to counter-argue is the
key to whether persuasion works (via the central route)• Forewarned• Distraction• Involvement• Need for Cognition/Need for Closure• Innoculation
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NEED FOR COGNITION
A personality variable reflecting the extent to which people engage in and enjoy effortful cognitive activities.
Sample Items:
I usually end up deliberating about issues even when they do not affect me personally.
I only think as hard as I have to. (R)
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NEED FOR CLOSURE
A personality variable reflecting the desire to possess some knowledge on a given topic, any definite knowledge as opposed to confusion and ambiguity.
Sample Items:
I usually make important decisions quickly and confidently.
I feel uncomfortable when someone’s meaning or intention is unclear to me.
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ATTITUDE INNOCULATION
The process of making people immune to attempts to change their attitudes by initially exposing them to small doses of the arguments against their position.
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Don’t Vote Clip
http://www.youtube.com/watch?v=0vtHwWReGU0
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Yale Attitude Change Approach
1. Communicator (who said it?)•Credibility (Expert, Trustworthy/Self-Interest, Likeability)
•Attractiveness (Physical Appeal, Similarity)
2. Message (what was said?)•Two-sided versus one-sided arguments•Emotion (Positive Feelings, Fear)•Discrepancy
•3. Audience (to whom?)– The ability and motivation to counter-argue (Forewarned,
Involvement, Innoculation)
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Elaboration Likelihood Model
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Voter Turnout in Canadian Federal Elections
Next Election – October 2015
2011 – 61%2008 – 58.8% (lowest in Canadian history)2006 – 65%2004 – 61%2000 – 64%1997 – 67%
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Influence: The Psychology of Persuasion
Robert Cialdini (2001) – Participant ObserverRobert Cialdini (2001) – Participant Observer
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Six Persuasion PrinciplesRobert Cialdini (2001)
1. Consistency– foot-in-the door
– bait and switch
– low-ball
– legitimizing paltry favors
– how are you feeling technique
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Foot-in-door
• Presented with a small request (that almost everyone would agree to), followed by a larger request
• Operates due to the consistency principle (if I act in a certain way initially, I have to continue to act in a similar way)
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Six Persuasion PrinciplesRobert Cialdini (2001)
2. Social Validation– List technique
– Littering studies (Cialdini, Reno & Kallgren, 1990) • Norms• Salience of norms (whether notice norms or not)
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Six Persuasion PrinciplesRobert Cialdini (2001)
3. Reciprocity– Reciprocation of favours
• Name stickers, flower seeds,
– Reciprocation of concessions • Door in face• Delinquent kids study (Cialdini, Vincent, Lewis, Catalan, Wheeler,
& Darby, 1975)
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Door-in-the-face
• Presented with a LARGE request (expected to refuse), followed by a smaller, more reasonable request (expected to accept)
• Operates due to the reciprocity norm (if I do something nice for you, you should do something nice for me)
• Not to be confused with foot-in-the-door
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Six Persuasion PrinciplesRobert Cialdini (2001)
4. Friendship/Liking– Tupperware and Lingerie Parties
– Neighbourhood Breast Cancer Garage Sale
– Save the Children Campaign
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Six Persuasion PrinciplesRobert Cialdini (2001)
5. Scarcity – limit on products, time, etc– Boxing Day/Black Friday
– Only This Weekend!
– Gone is gone
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Six Persuasion PrinciplesRobert Cialdini (2001)
6. Authority• Milgram Studies next week, military, etc
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Six Persuasion PrinciplesRobert Cialdini (2001)
If you wanted to get some money from your parents, would you first:
a) ask for $20 and then ask for $100 (start small)
or would you
b) ask for $100 and then ask for $20 (start big)
Principle of reciprocity of concessions
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Six Persuasion PrinciplesRobert Cialdini (2001)
If you want to get someone to help you move, would you first:
a) tell them that you only have a little bit of stuff and then later tell them that you have a lot of stuff? (start small)
or would you
b) tell them that you have a lot of stuff and then later tell them that you don’t have too much stuff? (start big)
Principle of Consistency
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Six Persuasion PrinciplesRobert Cialdini (2001)
1. Consistency (e.g., foot-in-the door)
2. Social Validation (actions/attitudes of others)
3. Reciprocity (of favors and concessions)
4. Friendship/liking
5. Scarcity
6. Authority
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Next Class
• Class 7: No classes - Reading Week• • Class 8: Conformity
Reading material:Chapter 7: Conformity: Influencing Otherspp. 192-233.