Unit: Social Pyschology Psychology Unit: Social Pyschology Essential Task: Discuss attitude formation and how attitudes change with specific attention to schema, primacy effect, cognitive dissonance and the central and peripheral routes to persuasion.  Logo Green is R=8 G=138 B=76 Blue is R= 0 G=110 B=184 Border Grey is R=74 G=69 B=64

Social Psychology Conformity Compliance Schema Attraction Unit 12: Social Psychology Attribution Attitudes and Persuasion Impact of Others on You Group Behavior Fundamental Attribution Error Self-Serving Bias Just-World Hypothesis Individualistic vs. Collectivistic Culture Schema Conformity Compliance Group Polarization Group Think In-Group/Out-Group Attraction Cognitive Dissonance Routes to Persuasion We are here

Attitude Development Many factors contribute to the development of attitudes Imitation Reward Teachers Peers Mass media

Attitudes Can Affect Action Our attitudes predict our behaviors imperfectly because other factors, including the external situation, also influence behavior. Democratic leaders supported Bush’s attack on Iraq under public pressure. However, they had their private reservations. OBJECTIVE 4| Describe the conditions under which attitudes can affect actions.

Attitude Change Process of persuasion Must get and maintain the person’s attention (Sex and humor and sex and then some more funny sex) Must comprehend the message Comprehension leads to acceptance

Attitude Change Communication model – how the message gets comprehended and then accepted Source (credibility is key) Message itself (more effective when it acknowledges other arguments and then gives novel ones – a little fear is good) Medium of communication (writing good for complex, media better for audience with a gist, face-to-face is the best) Audience’s characteristics

Routes a Message Can Take to Persuade You Central Route to Persuasion when the attitude of the audience, or individual, is changed as a result of thoughtful consideration of the message. Peripheral Route to Persuasion occurs when positive or negative cues (such as images, sounds, or language) are associated with the object of the message. An advertisement featuring a song that the audience member likes, or a person whom the audience member sees as appealing might cause a person to have positive feelings toward the brand, without that person ever thinking deeply about the message.

Audience Characteristics Most difficult to change if Strong commitment to present attitude Attitude is shared by others The attitude has been held since early childhood Up to a point the larger the difference between message and audience the more likely attitudinal change will occur Low self-esteem more likely to change

Cognitive Dissonance Theory (Leon Festinger 1957) Occurs whenever a person has two contradictory cognitions or beliefs at the same time. They are dissonant, each one implies the opposite of the other. The less coerced and more responsible we feel for an action the more dissonance. The more dissonance the more likely we are to change our attitude It creates an unpleasant cognitive tension and the person tries to resolve in the following ways:

Resolution of Cognitive Dissoance 1. Sometimes changing your attitude is the easiest way to solve this. Example: I am a loyal friend, but yesterday I gossiped about my friend Chris . . . Well I can’t change my action . . . but I don’t want to change my view of myself, so my attitude about Chris must be wrong. He is more of an acquaintance than a friend. 2. Increase the number of consonant elements – the number of thoughts that back one side. It was awesome gossip Reduce the importance of one of both of the sides The person I gossiped with won’t really tell that many people.