1. Introduction to Psychology Class 22: Social Psychology 2 Myers: 541-554 August 7, 2006

2. Attitude A belief and feeling that predisposes one to respond in a particular way to objects, people, ideas, and events

3. So an attitude = cognition + emotion Remember that predisposition + situation = behavior Also see how attitudes -> behavior -> attitudes

4. Measurement Explicit or Overt measures - Self-reports - Bogus pipeline Implicit or Covert Measures - Non-verbal behavior - Physiology; e.g. Facial EMG, BP - Reaction times; e.g. IAT

5. Attitude change Celebrity Viewer Diet Coke + + + COGNITIVE CONSISTENCY: No attitude change Person B Person A Marriage + - -

6. Celebrity Viewer Diet Coke + - + COGNITIVE INCONSISTENCY: Attitude change Person B Person A Marriage + - +

8. Cognitive dissonance The effect of counter-attitudinal behavior on original attitude (Leon Festinger) - $1 is “insufficient justification” for a lie (dissonance) - Participants infer that they must have liked the experiment (resolution of dissonance) - In the process, there is attitude change

9. Routes to Persuasion Degree of elaboration - Motivation (high, low) - Opportunity (high, low) 1) Central (high M, high O) “So that is why he supports the policy in question…” 2) Peripheral (low M, low O) “Hm, he is rather charming…”

10. Social Influence Compliance Changes in behavior elicited by direct requests Obedience Change in behavior produced by commands of authority Conformity The tendency to change perceptions, opinions, or behavior in ways that are consistent with group norms

11. Compliance: Robert Cialdini Foot-in-the-door 2-step technique in which an influencer sets the stage for a real request by first getting a person to comply with a much smaller request Door-in-the-face 2-step technique in which an influencer prefaces the real request with one so large that it is bound to be rejected

12. Obedience: Stanley Milgram

14. Cults and mass suicides War and violence

15. Conformity: Solomon Asch

16. Group Influences Private vs. public conformity Information vs. normative influence

17. Other effects of others on behavior Social facilitation Social loafing Group polarization Groupthink

18. Role-Playing: Phil Zimbardo Stanford Prison Experiment Ethical issues Findings