PSY 331 Social PSY Lecture 19 Outline of Current Lecture I. Attitude and PersuasionsII. Example source variableIII. Example message variableIV. Subliminal StimulusV. DVs.VI. ExplanationVII. Study 1a. Resultsb. implicationsCurrent LectureAttitude & Persuasion 5- What combinations = high persuasion?o Shortcutso Personal relevance, more attention  High EL pay attention to strong arguments  Argument strength- Examples: source variableo Source attractiveness/ likeability: Low EL conditions:- Peripheral cue…- High attractiveness = high persuasion  Mod/ambig EL: high attractiveness = high scrutiny/ EL High EL: not as much research - Prediction?- Bias processing: give benefit of the doubt - Example: message variableso Arguments quantity Low EL conditions…? High = high persuasion o High EL: more complicated Predictions? Increase strong arguments = high persuasion Increase weak arguments = low persuasionThese 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. Adding weal to strong = low persuasion than strong alone.- Subliminal stimulio Mere exposure effect: tendency for repeated exposure to a stimuli to result in greater liking Not necessarily subliminalo A specific example of…o Fluency: ease of processing Can be misattributed to other characteristics - Liking for stimulus (aspect of message)- Disliking Exposure  “easy”  reason?  liking- Weisbuch et al. (2003): study 1o Manipulation: exposed to multiple faces Explicit (supraliminal) target Implicit (subliminal) target No exposureo Read argument w/ “authors” face Taxes should be raised to help repair freeways.  Neutral topico DVs.  Source attractiveness (liking) Agreement w/ message o Results: attractiveness: Explicit greater than implicit/no exposureo Agreement Explicit/implicit > no exposureo Explicit exposure  Agreement mediated by attractiveness Explicit  attractiveness  agreemento Implicit exposure Attractiveness not part of it Implicit  agreement- Explanationo Prior exposure to sourceo High frequencyo Can make message more convincing - Explicit exposure: attributed to attractivenesso Attractiveness = high persuasiveness- Implicit: attributed directly to persuasiveness- Study 2o Similar procedureso Before agreement question, asked if seen source before Remember: fluency attributions o Results: “seen before” explicit > implicit/no exposure Attractiveness: no differences- Before: explicit > implicit/ no exposure Agreement: implicit > explicit/ no exposure- Before: explicit = implicito Explanation: “Explicit”: seen before? = salient attribution for fluency- Defuses other situations Implicit: “seen before” = no effect- Still attributed to persuasiveness o Implications Real world: functionally subliminal (implicit) Things we don’t consciously notice- Example: drivingo Advertising? Want sales person to be familiar… …without audience knowing it  example: voice over Help create good first impression something to think