Addendum to last lecture: Attitudes and behaviorAddendum to last lecture: Attitudes and behavior07. PersuasionTest your knowledgeOutlineSlide 6Slide 7Slide 8Smart Water AdSlide 10Slide 11Slide 12What are we using it for?Slide 141. The Persuasion ProcessSlide 161. Elaboration Likelihood Model1. Testing the ELM (Petty et al., 1981)1. When does argument strength matter?1. When does argument strength matter?1. Testing the ELM (Petty et al., 1981)1. What’s important about the ELM?Slide 232. What determines persuasion?2. WHO: Source Characteristics2. WHO: Source Characteristics2. The sleeper effect2. WHO: Source Characteristics2. WHAT: Message Characteristics2. WHAT: Message Characteristics2. WHAT: Message Characteristics2. Some Ads…2. WHAT: Fear Appeals2. WHAT: Fear Appeals2. WHAT: Fear Appeals2. WHAT: Fear Appeals2. WHAT: Fear Appeals2. Subliminal persuasion2. Subliminal persuasion2. WHOM: Audience characteristics2. WHOM: Audience characteristics2. WHOM: Audience characteristicsWHOM: Audience CharacteristicsAdvertisement 12. WHOM and WHAT: Personalized persuasionDesign…Test your knowledgeTest your knowledgeFeedback3. Metacognition & persuasion3. Metacognition & self-validation3. Metacognition & self-validationMetacognition & Embodiment4. Some facts about the mediaMedia4. Is media persuasion effective?4. Is media persuasion effective?4.1 Consumer Advertising4.2 Political Advertising4.2 Political Advertising4.3 Public Service Announcements4. Media and social realitySlide 635. Attention biases and resistance5. Selective attention on Facebook5. Attention biases and resistance5. Attention biases and resistance5. Selective evaluation5. Selective evaluation5. Selective evaluation5. Previous commitments & resistance5. Public commitment5. Attitude inoculation5. Attitude inoculationSlide 755. Attitudes & biologyTest your knowledgeTest your knowledgeSummary08. ConformityAddendum to last lecture: Attitudes and behavior•Theory of planned behavior (Ajzen, 1991; Fishbein & Ajzen, 1975)1AttitudeSubjective normsPerceived controlBeliefs x EvaluationNormative beliefs x Motivation to comply(Mostly measured directly)Intention BehaviorAddendum to last lecture: Attitudes and behavior•Theory of planned behavior (Ajzen, 1991; Fishbein & Ajzen, 1975)2AttitudeSubjective normsPerceived control“Baking makes the house smell good” x “This is a good thing”“My spouse would be happy if I made cookies” x “I want to do what makes my spouse happy”“I know how to bake cookies and there’s nothing stopping me”“I will bake cookies”Baking cookies07. Persuasion3Test your knowledgeSelf-perception theory does NOT predict that…A. people will occasionally change their attitudes to match their behaviorB. self-perception processes are particularly likely when existing attitudes are weak or people don’t care about themC. people draw conclusions from their own behavior much like outside observers wouldD. inconsistency between attitudes and behavior creates an aversive feeling4Outline1. Dual-process approaches to persuasion2. The elements of persuasion3. Metacognition and persuasion4. The media and persuasion5. Resistance to persuasion5What is persuasion and who uses it?6Before now, the only way to get truly pure water was to catch a raindrop from a cloud. But since clouds are hard to reach, a lot of the water we drink comes from the ground and contains random stuff and whatever else the animals that swim in it leave behind...That's why we copied our white puffy friends by vapor distilling water, but since we're never satisfied, we then one-upped the clouds by adding key electrolytes to help keep you hydrated, thus creating Smart Water.Smart Water Ad•Which ad is more likely to make you buy Smart Water?•(A) First ad (with Jennifer Aniston)•(B) Second ad (with description on how Smart Water is made)"People of conscience need to break their ties with corporations financing the injustice of climate change."10“[Shawn Lawrence Otto describes the damaging] strategy used to undermine science in the interest of those industries where science has pointed out the dangers of their products to individuals and human life in general … [It was] used a generation ago by the tobacco industry… First they manufacture uncertainty by raising doubts about even the most indisputable scientific evidence. Then they launder information by using seemingly independent front organizations to promote their desired message and thereby confuse the public. And finally they recruit unscrupulous scientific spokespeople to misrepresent peer-reviewed scientific findings and cherry-pick facts in an attempt to persuade the media and the public that there is still serious debate among scientists on the issue at hand.“11“The receptive ability of the masses is very limited, their understanding small; on the other hand, they have a great power of forgetting. This being so, all effective propaganda must be confined to a very few points which must be brought out in the form of slogans until the very last man is enabled to comprehend what is meant by any slogan. If this principle is sacrificed by the desire to be many sided, it will dissipate the effectual working of the propaganda, for the people will be unable to digest or retain the material that is offered them.”12What are we using it for?•Spreading hate, discrimination, outright lies•Discrediting or denying unfavorable evidence in favor of own profit•Making product seem favorable for own profit•Promoting behavior that increases health, prosocial behavior, sustainability, … (or at least what you think increases these things)→ Ethical concerns in persuasion13141. The Persuasion Process•2 Models of Persuasion1. Heuristic-Systematic Model (HSM; Chaiken, 1980)2. Elaboration-Likelihood Model (ELM; Petty & Cacioppo, 1979)•Developed separately, but quite similar. We’ll mostly focus on ELM.•Reminder: Dual-process models of…•Attribution•Emotion1. Dual Process Model of Persuasion: Elaboration Likelihood Model (ELM)•The basic idea: When you see a message, can either think about it a lot or a little•Thinking a lot about it means you have elaborated on the message; “taking the central route”•Thinking a little about it means you have not elaborated on the message; “taking the peripheral route”•ELM lists factors that determine how likely you will elaborate (think a lot) or notMotivationAbility1. Elaboration Likelihood Model17highlowcentral