Presentation on theme: "ATTITUDES AND PERSUASION. Activity Raise your hands if you agree Our country needs to address the growing number of homeless persons. It is a good."— Presentation transcript:
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.
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?
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
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
Strong vs. weak arguments http://jfmueller.faculty.noctrl.edu/crow/labs/attitudeslab. htm Need for cognition scale: http://www.liberalarts.wabash.edu/ncs/
Draw expected results Low relevance or low need for cognition High relevance or high need for cognition
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?
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
More “central route” approaches Two-sided messages can be effective if you give good counterarguments.
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