1. ATTITUDES AND PERSUASION

2. Activity  Raise your hands if you agree  Our country needs to address the growing number of homeless persons.  It is a good idea to floss your teeth daily.  The right to vote is one of the most valuable rights of Korean citizens.  Eating a variety of foods each day, including five or more servings of fruits and vegetables, contributes to good health.

3. Now answer yes/no  Do you personally do anything to help the homeless (e.g., volunteer at a homeless shelter or donate money)?  Do you floss your teeth everyday?  Did you vote in the last election for which you were eligible?  Do you regularly eat five servings of fruits and vegetables each day?

4. Cognitive dissonance theory (Festinger, 1954)  Conflict between our view of ourselves and a thought or behavior  When we surprise ourselves, feel stupid, or feel guilty  Feel dissonance (like physiological arousal)  Motivated to  Change behavior  Justify the behavior  Decrease how important the discrepancy is

5. Cognitive dissonance examples  http://www.youtube.com/watch?v=korGK0yGIDo http://www.youtube.com/watch?v=korGK0yGIDo  http://www.thedailyshow.com/watch/tue-may-8- 2012/bad-credit http://www.thedailyshow.com/watch/tue-may-8- 2012/bad-credit  http://www.psych.utah.edu/2006_spring_3410_00 /disscorner.html http://www.psych.utah.edu/2006_spring_3410_00 /disscorner.html

6. Justifications  Justify behavior  Hypocrisy paradigm  Justify choice  In Japan, only happens when others are watching  Justify effort  Cultural differences

7. Even monkeys show cognitive dissonance  Monkeys and M&Ms  4 year old children

8. Cognitive dissonance  Shuts down the reasoning part of the brain  More emotional

9. Attitudes  An enduring disposition toward an object or issue  Can be  Cognitive  Affective  Both

10. Measurement of attitudes  Self-report  Observation  Implicit attitude test  Other indirect tests

11. Where do we get our attitudes?  Genetics  From others  Prior experience  From how they relate to other attitudes  Mere exposure

12. Tesser, A. (1993). The importance of heritability in psychological research: The case of attitudes. Psychological Review, 100(1), 129-142. doi:10.1037/0033-295X.100.1.129 © 1993 American Psychological Association

13. Tesser, A. (1993). The importance of heritability in psychological research: The case of attitudes. Psychological Review, 100(1), 129-142. doi:10.1037/0033-295X.100.1.129 © 1993 American Psychological Association

14. Attitude change  Yale attitude change approach  Source effects  Message effects  Audience effects

15. Elaboration Likelihood Model (Petty & Cacioppo, 1984)  Two routes to persuasion:  Central route Motivated and able to process message Message is relevant Use strong arguments Longer lasting change  Peripheral route Not motivated or relevant Use peripheral cues like number of arguments, attractiveness of source, credibility of source

16. Strong vs. weak arguments http://jfmueller.faculty.noctrl.edu/crow/labs/attitudeslab. htm Need for cognition scale: http://www.liberalarts.wabash.edu/ncs/

17. Draw expected results Low relevance or low need for cognition High relevance or high need for cognition

18. Fear appeals  Needs to be moderate amount of fear so people pay attention  Need to give recommendations on how to reduce the fear  http://www.youtube.com/watch?v=R0LCmStIw9E http://www.youtube.com/watch?v=R0LCmStIw9E  http://edition.cnn.com/2011/HEALTH/06/21/cigar ette.labels/index.html?on.cnn=2 http://edition.cnn.com/2011/HEALTH/06/21/cigar ette.labels/index.html?on.cnn=2  Other examples?

19. Fear ad

20. Subtle persuasion  Product placements in tv shows  Video games: http://www.americasarmy.com/http://www.americasarmy.com/  Other examples?  Subliminal ads  Doesn’t work in everyday life  Can have an effect in lab

21. Subliminal examples http://www.youtube.com/watch?v=2NPKxhfFQMs

22. More “central route” approaches  Two-sided messages can be effective if you give good counterarguments.

23. Cultural effects  It’s easy when you have the right shoes.  Shoes for your family  American ads: individuality, self-improvement, benefits for me  Korean ads: family, concerns about others, benefits for one’s social group

24. Sample ads  http://www.youtube.com/watch?v=nNdPPEwguDQ http://www.youtube.com/watch?v=nNdPPEwguDQ  http://www.youtube.com/watch?v=mIHwxMm_8vA http://www.youtube.com/watch?v=mIHwxMm_8vA  http://www.youtube.com/watch?v=C6eNqwaL1h8 http://www.youtube.com/watch?v=C6eNqwaL1h8  http://www.youtube.com/watch?v=7p5fhPkdJZM http://www.youtube.com/watch?v=7p5fhPkdJZM  http://www.youtube.com/watch?v=1k7pabu1lA0 http://www.youtube.com/watch?v=1k7pabu1lA0  http://www.youtube.com/watch?v=1TZxw9wMdUI http://www.youtube.com/watch?v=1TZxw9wMdUI

25. Attitudes and behavior  Remember the LaPiere study from the first reading?  Attitudes that are accessible predict spontaneous behaviors

26. Theory of planned behavior  http://people.umass.edu/~aizen/tpb.diag.html#nul l-link http://people.umass.edu/~aizen/tpb.diag.html#nul l-link