Slide 1Stanford Prison Experiment (cont.)PersuasionSlide 4Slide 5Slide 6Slide 7Ch 6: AttitudesPart 2: Oct. 7, 2011Stanford Prison Experiment (cont.)•How/why did the experiment end?•Main Results from the SPE:–1)–2)–3)Persuasion•Attempt to change an attitude•2 routes:–Central route - Focus on argument•How does it work?–Peripheral route - Focus on emotion or other cues besides argument•How does it work?–What determines which route we use?•1) Source of the persuasion ––Importance of credibility: 2 main dimensions?–Exceptions based on self-interest?–Importance of likeability: 2 main dimensions?•Effect of personal involvement – –What is the ‘sleeper effect’?•2) The Message ––Primary vs. recency effect – which has more evidence?•Depends on timing of decision–Fear-based messages – do they work?•Need to induce certain conditions – –Positive emotions – link to peripheral route•Why?•Do subliminal messages work? –Words/pictures not consciously perceived but supposedly influence attitudes or behaviors•Distinction between subliminal perception & subliminal persuasion–Examples?–Greenwald’s experiments –•Subliminal memory or self-esteem messages •Manipulation: told of actual message or told of opposite message•Results?–Contrast Greenwald’s experiment w/Murphy’s subliminal experiment using Chinese characters:•Details -•Murphy’s results:•Differences from Greenwald’s
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