PSY 274 1st Edition Lecture 17Outline of Last Lecture I. Attitudes II. Behavior controversyIII. Attitude accessibilityIV. Specificity principleV. Aggregation Principle:VI. PersuasionVII. WhoVIII. WhatIX. ConformityX. Informational influenceXI. Normative influenceCurrent LectureI. WhatII. ConformityIII. Informational influenceIV. Normative influenceV. PersuasionVI. WhomVII. Yale attitude change approachCurrent Lecture: What: Message effects- Most persuasive messages are those that do not seem designed to influenceo Overheard messageso Product placement – the less likely it seems like it is intended to persuade, the more persuasive it is. o Conclusion drawing Better to let listener draw their own conclusion rather than me do it, unless they wouldn’t draw the conclusion you wantthem toThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Fear and humor are the most convincing but even better if it has to do with the product not just something additional that is funny.o Conformity: Going along with the wishes of a group Not always conscious Informational influence: Going along with the group to be correct- Leads to private acceptance of the norm- Private acceptance- Sherif autokinetic effect experiment Normative influence: Going along with the crowd to be liked and accepted- Public conformity- Asch line judging experimento ~75% of people erroneously conformed at least onceo Overall conformity rate ~37%o 5% of people erroneously conformed every timeo In the control group, almost no one gave the wrong answer When do people conform?- Strength: the importance of the group- Immediacy: the closeness of the group to you in time and space- Number: size of the group- Persuasion : Communication advocating a particular side of an issue- Emotional appealso Humoro Fear- Self-interest of sourceo Stealing thunder: revealing potentially incriminating evidence first to negate its impact :(I bring up the information first)(used in trials)framed: explanation on why they should forgive you and this doesn’t even matter. - RepetitionRepetition with variation is better. (the energizer bunny traveled to different part of the country doing the same thing) Whom: Recipient effects1. Intelligence / Self-esteem2. Personal relevance: how relevant the message is to the self3. Need for Cognition: you are born with this (how much you like to think in general/ not correlated to intelligence)4. Age (18-30 persuadable’ when you are younger you are more easily persuaded so your attitudes change and when you are older the less likelyyou are to change your viewS; older people have mortality become more salient so are mor conservative)The first 3 you pay more attention to it and understand what they want you to think BUT less likely to go along with it.o Yale attitude change approach: Who said what to whom through what channel?Which factors are most important?Elaboration Likelihood Model:(system 2) CENTRAL ROUTEPersuasive message > high level of elaboration > careful, utilizesinformation, logic, rationa thinking > then based on how good and logical the argument is then that’s important none of the other things matterOr…Sometims we don’t think as deeply for everything(System 1)PHERIPHERAL ROUTEPersuasive message ? low level persuasion >not careful utilizes peripheral cues of heuristics > decided based on surface characteristics Routes:Central:People elaborate on persuasive communicationCarefully listen to and think about the argumentsPeripheral:People do not elaborate on persuasive communicationAre swayed by peripheral cuesWhen is each route chosen?(you need both)Depends on 1. Ability (affected by being tired, distracted, too much info presented, arguments are confusing/nonexistent)2. Quality- One-sided versus two-sidedo Two-sided generally better, unless: You cannot refute the other side The listener already agrees with youELM ExampleLow personal relevance (quality of arguments doesn’t matter; having more arguments is better) High personal relevance (when you are thinking a lot about this then less arguments but better makes it more persuasive) Channel effects- Medium of message (e.g., face to face, print, radio, TV)o Print is self-pacedo Face to face, radio & TV are not self-paced, but get nonverbal and voice inflection (and perhaps more attention