1. Ch 6: Attitudes Part 2: Oct. 7, 2011

2. Stanford Prison Experiment (cont.) How/why did the experiment end? Main Results from the SPE: – 1) – 2) – 3)

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?

4. 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’?

5. 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?

6. 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?

7. – Contrast Greenwald’s experiment w/Murphy’s subliminal experiment using Chinese characters: Details - Murphy’s results: Differences from Greenwald’s experiment: