theories of persuasion and attitude change lecture 8
Post on 18-Dec-2015
252 views
TRANSCRIPT
![Page 1: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/1.jpg)
Theories of persuasion and attitude change
Lecture 8
![Page 2: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/2.jpg)
Attitude behavior
• Theories of persuasion (Yale school)• Theory of reasoned action (M. Fishbein & I.
Ajzen • Theory of planned behavior (I. Ajzen)• Elaboration likelihood model (R. Petty & J.
Caccioppo)• Assimilation-contrast theory (M. Sherif)
![Page 3: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/3.jpg)
Elaboration likelihood model by R. Petty and J.
Caccioppo
John Caccioppo
Richard Petty
![Page 4: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/4.jpg)
Elaboration likelihood model
• Two routes of persuasion:– Central – through quality of arguments
– Peripheral – through peripheral cues• Length of the message
• Source credibility
• Source attractiveness
![Page 5: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/5.jpg)
Determinants of central vs. peripheral route
• Central route– The issue is important
– Recipient is focused on the message
– Message is easy to process
– Recipient is in a sad mood
• Peripheral route– The issue is of no
importance
– Distractors are present (e.g., noise)
– The message is difficult to process
– Recipient is in a good mood
![Page 6: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/6.jpg)
Theory of reasoned action
M. Fishbein & I. Ajzen
Martin Fishbein
Icek Ajzen
![Page 7: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/7.jpg)
Attitude = result of rational decision
• Rational decision – choice of the best alternative– Expected value of the chosen alternative
– Probabilities x utilities of decision consequences
– Choose this alternative which has the highest sum of products
![Page 8: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/8.jpg)
Theory of reasoned action
Attitude
Social norms
Behavioralintention
Behavior
![Page 9: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/9.jpg)
Attitude= result of rational choice
Attitude
Utility of A x
Probability of A
Utility of DX
Probability of D
Utility of BX
Probability of B
Utility of CX
Probability of C
![Page 10: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/10.jpg)
Social norms
Norm
Expectation XX
Motivation X
Expectation UX
Motivation U
Expectation YX
Motivation Y
Expectation ZX
Motivation Z
![Page 11: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/11.jpg)
Examples
• Attitudes towards EU– Consequences of entering EU vs. not entering EU
• Evaluation (utilities)• Probability
– Social norms• What others expect of me• Do I want to yield to the expectation
• Attitudes towards removing own dogs’ shit from pavements– Consequences– Social norms
![Page 12: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/12.jpg)
Theory of planned behavior
Attitude
Social norms
Behavioralintention
Behavior
Control
![Page 13: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/13.jpg)
Assimilation-contrast theory by M. Sherif
![Page 14: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/14.jpg)
Judgments (descriptive, evaluative)
• Absolute vs. comparative judgments• Harry Helson: Absolute judgments are never
absolute– Evaluations are made with respect to some reference
points
– Reference points: • Adaptation level (point of „psychological neutrality”)
• Anchoring points
![Page 15: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/15.jpg)
Anchoring effects
• Anchors – points of reference • Contrast effects
– Comparison with an anchor – accentuates the difference
• Assimilation effects– Comparison with an anchor attenuates the difference
![Page 16: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/16.jpg)
Contrast effects in perception of physical stimuli
50oC 30oC 10oC
![Page 17: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/17.jpg)
Attitude scales and assimilation-contrast effects
• Types of scales– Likert scale – the majority of known
questionnaires and attitude scales– Thurstone scale– Guttman scale (e.g. social distance scale)
![Page 18: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/18.jpg)
Attitudes
• Toward European Union• Abortion• Church• Paid education• Immigrants• Homosexuals
![Page 19: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/19.jpg)
Thurstone Scale
• Interval scale (items differ by equal intervals)
• Each item described with two parameters;– Scale value (position on the
domension of positivity-negativity towards the attitude object)
– Variance (amount of agreement on how positive is the statement)
Louis Thurstone (1887-1955)
![Page 20: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/20.jpg)
Constructing the Thurstone scale
• Collecting attitudinal statements (about 300)• Eliminate
– Factual statements– Statements difficult to understand– Double negations etc..
• Competent judges (minimum 50)• 11 categories
– „1” – statement expresses an exteremely positive attitude (e.g. „Without membership in EU Poland will never be a truly democratic country”
– „11” – statement expresses an extremely negative attitude (e.g.”Our membership in EU will deprive us of our Polish culture and identity”)
– „6” – neither positive nor negative („EU money helps build highways in Poland”).
![Page 21: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/21.jpg)
Computing scale values of attitudinal statements
1 2 3 4 5 6 7 8 9 10 11
Statement 24Statement 13
Statement 215
Me=2,6
Me=6.2
Me=9.8
N judges
![Page 22: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/22.jpg)
Computing scale values and measures of variance
• Scale value = median (or mean)• Variance = quartile deviation (or standard
deviation)
![Page 23: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/23.jpg)
Selecting statements to the final version of the scale
• Statements with scale values covering the whole scale in equal intervals (1,2,3,4...11 lub 1.0, 1.5, 2.0, 2.5.......10.5, 11.0 itp.)
• Choice of statements with lowest variation
![Page 24: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/24.jpg)
Administering the scale and computing the final score
• Participant marks only these statements that he/she agrees with
• Final score (attitude) = means of scale values of marked items
![Page 25: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/25.jpg)
Thurstone vs Sherif
• Criticisms of assumptions underlying the Thurstone scale– Competent judges are not competent – Competent judges have own attitudes– Attitudes act as anchors
• Contrast effects
• Assimilation effects
![Page 26: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/26.jpg)
Assimilation-contrast theory (ego involvement) by Muzafer Sherif
• Own attitude acts as an anchor• Beliefs that are close to own attitude
assimilation effects• Beliefs distant from own attitude contrast
effects• Categorization of beliefs
– Latitude of acceptance („yes” – I agree with it)– Latitude of rejectance („no” – I don’t agree with it)– Latitude of noncommitment („I don’t know” or „both
agree and disagree”)
![Page 27: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/27.jpg)
Three latitudes
Latitude of acceptance
Latitude ofnoncommitment
Latitude ofrejectance
Nu
mb
er
of
op
inio
ns
High ego-involvement
Low ego-involvement
![Page 28: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/28.jpg)
Ego-involvement effects
• The higher ego-involvement, the larger latitude of rejection, the smaller – latitude of noncommitment
• The higher ego-involvement, the higher probability that the persuasive message will be categorized as „not acceptable” boomerang effects in persuasion
![Page 29: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/29.jpg)
Persuasion as communication
• Yale school: Carl I. Hovland, Muzafer Sherif, Irving Janis
• Processes of attitude change = processes of communication
• Persuasion techniques = techniques of efficient communication
![Page 30: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/30.jpg)
Carl I. Hovland
Irving Janis
Muzafer Sherif
William McGuire
Yale School
![Page 31: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/31.jpg)
Persuasion as communication
source message audience
![Page 32: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/32.jpg)
Persuasion as an effect of:
• Characteristics of the source of the message
• Characteristics of the message
• Characteristics of the channel
• Characteristics of the audience
![Page 33: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/33.jpg)
Persuasive source: role of credibility
• Trustworthy – speaking fast (Miller et al.. 1976: fast speakers judged
as more intelligent, objective and knowledgeable)
– No perceived intention to persuade the audience
– Arguing for a position against own
• Competent– Confident tone
• Effects of source credibility fade with time– Remembered message , not source sleeper effect
![Page 34: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/34.jpg)
Sleeper effect
• A delayed impact of a message, occurs when we remember the message but forget a reason for discounting it.
• Incredible source more effective after a longer lapse of time
![Page 35: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/35.jpg)
Persuasive source: role of attractiveness
• Physical attractiveness
• Similarity vs. dissimilarity of a source– Message concerns subjective issues (tastes,
preferences) similar source more persuasive– Message concerns objective issues (facts)
dissimilar source more persuasive
![Page 36: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/36.jpg)
Persuasive message: Role of emotions
• Appeal to reason vs. emotions– Central vs. peripheral route– Type of audience (educated or not)
• Influence of positive affect– Positive emotions more persuasion
• Role of fear– Fear or fear + behavioral instruction?– Curvilinear relationship?
![Page 37: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/37.jpg)
Positive affect caused by eating facilitated persuasion
![Page 38: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/38.jpg)
![Page 39: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/39.jpg)
Persuasive message: construction of a message
• One-sided vs. two-sided– Role of education– Previous or future exposure to
counterarguments
• Distance from attitude of the audience– Boomerang effects
• With or without a clear conclusion• Effects of order: primacy vs. recency
![Page 40: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/40.jpg)
One sided message is more persuasive if the audience initially agreed, to-sided – when disagreed
![Page 41: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/41.jpg)
Persuasive message: primacy vs. recency
![Page 42: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/42.jpg)
Persuasive message: role of the channel
• Personal contact more influence than media• Concrete example more influence then dry
statistical data• Written vs. video-taped
– Difficult to understand messages more persuasive when written
– Easy to understand messages more persuasive when video-taped
• Power-Point presentations?
![Page 43: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/43.jpg)
Susceptible audience
• Self-esteem• Education• Gender• Age and generation• Involvement in an issue
![Page 44: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/44.jpg)
![Page 45: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/45.jpg)
Inocculation theory by McGuire
• How to create resistance to persuasive meassages?
• Vaccination: contact with a small dose of a virus stimulation of antibodies
• A small dose of arguments against own attitude generation of counterarguments bolstering the attitude
![Page 46: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/46.jpg)
![Page 47: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/47.jpg)
Attitudes as constructions
![Page 48: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/48.jpg)
Attitudes: retrieved from memory or constructed on the spot?
• Are attitudes really stable dispositions?
• Effects of– Context of other questions– Induced affect (F. Strack)– Affect as information (N. Schwartz & Clore)– Availability heuristic– Thinking about reasons of attitudes (T. Wilson)
![Page 49: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/49.jpg)
![Page 50: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/50.jpg)
Affect as information hypothesis
0
1
2
3
4
5
6
7
life
sat
isfa
ctio
n
no yes
attention turned to weather
SunnyRainy
After: Schwartz & Clore, 1983)
![Page 51: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/51.jpg)
Measurement of attitudes
![Page 52: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/52.jpg)
Measurement of attitudes
• Likert’s scale• Thurstone’s scale• Guttman’s scale
![Page 53: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/53.jpg)
Likert Scale
• Ordinal scales• Several to several tens items• Validity of items• Several categories’ scale (from „I fully disagree”
to „ I fully agree” • Psychometric properties (reliability of the scale,
discriminatory power of items, factorial structure of the inventory, external validity etc.)
![Page 54: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/54.jpg)
Guttman’s scale (scalogram)
• Cumulativeness of the scale– Unidimensionality
• Height, scientific degrees
• Bogardus social distance scale as an example of Guttman scale
150 cm 180 cm100 cm
magister doctor doctor hab. professor
![Page 55: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/55.jpg)
Social distance scale
• I consent to an Arab marrying my daughter• I consent to an Arab being my boss• I would shake hands with an Arab• I consent to an Arab being my neighbor • I consent to an Arab being my co-worker in
an office• I consent to an Arab being a resident of my
city.
![Page 56: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/56.jpg)
Construction of Guttman scale
• Choice of an attitude (preferably: unidimensional)
• Selection of items (covering one dimension)
• How cumulative is the scale?
![Page 57: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/57.jpg)
Constructing the scale
• Participants answer „yes” or „no” to each statement
• Ordering the statements according to the number of „yes” answers, beginning from the smallest to the biggest
• For each statement calculated is the sum of answers in the so called „null field”
![Page 58: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/58.jpg)
Null field
1
2YES NO
YES
NONull field
I will consent to the marriage
I w
ill s
hake
han
ds
![Page 59: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/59.jpg)
Coefficient of reproducibility
• Measure of the extent to which one can „reproduce” answers to „lower” questions from answers to „higher order” questions.
• Sum of answers in „null fields”
![Page 60: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/60.jpg)
Attitude-behavior consistency
![Page 61: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/61.jpg)
Attitude-behavior consistenty
• One of the first experiments in social psychology – R. LaPierre (1934)– Would you accept a Chinese as a hotel guest?
– Did you actually accept a Chinese as hotel guest?
– Reasons for the discrepancy
![Page 62: Theories of persuasion and attitude change Lecture 8](https://reader033.vdocuments.us/reader033/viewer/2022061512/56649d235503460f949f9261/html5/thumbnails/62.jpg)
Reasons for the attitude-behavior discrepancy
– Methodological• Way of measuring attitudes• What is measured• How many indices• Global vs. concrete
– Theoretical• Predictors of behaviors different than predictors of attitudes• When do attitudes influence behaviors?• Role of objective self-awareness (Robert Wicklund)
– Individual differences• Self-monitoring (Mark Snyder)