Social 06 0 Persuasion and Dissonance

Information about Social 06 0 Persuasion and Dissonance

Published on January 17, 2008

Author: Petronilla

Source: authorstream.com

Content

Persuasion and Attitude Change:  Persuasion and Attitude Change Theories of Attitude Change:  Theories of Attitude Change Yale studies of persuasive communications Who says what to whom with what effect? Festinger’s theory of Cognitive Dissonance Yale studies of persuasive communications:  Yale studies of persuasive communications Source, Message, Audience Source characteristic: Credibility Message characteristic: Fear appeals Interacts with Audience characteristic: self-esteem Pepsi Ad:  Pepsi Ad Pepsi Ad:  Pepsi Ad US UR CR CS Pepsi Ad:  Pepsi Ad US UR CR Positive emotions CS Puppies Positive emotions Pepsi Festinger’s Theory of Cognitive Dissonance:  Festinger’s Theory of Cognitive Dissonance When Prophecy Fails Festinger, Riecken, & Schacter Theoretical statement Experiments Festinger’s Theory of Cognitive Dissonance:  Festinger’s Theory of Cognitive Dissonance When Prophecy Fails Theoretical statement Experiments Theory of Cognitive Dissonance:  Theory of Cognitive Dissonance Inconsistency between two cognitions produces dissonance (e.g., between an attitude and a behavior) Dissonance is uncomfortable, creates a drive to reduce the tension Least important or most easily changed element will change (usually attitude) UNLESS--there is some external justification for the inconsistent cognition (the counter-attitudinal behavior) Dissonance Model:  Dissonance Model Two inconsistent cogntions (e.g., an attitude and a counter- attitudinal behavior) State of dissonance Motivation to reduce dissonance Attitude change Dissonance Model:  Dissonance Model Two inconsistent cogntions (e.g., an attitude and a counter- attitudinal behavior) State of dissonance Motivation to reduce dissonance Attitude change UNLESS Justification for counter- attitudinal behavior Dissonance Model:  Dissonance Model Two inconsistent cogntions (e.g., an attitude and a counter- attitudinal behavior) State of dissonance Motivation to reduce dissonance Attitude change UNLESS Justification for counter- attitudinal behavior No dissonance No attitude change Festinger’s Theory of Cognitive Dissonance:  Festinger’s Theory of Cognitive Dissonance When Prophecy Fails Theoretical statement Experiments Dissonance experiments:  Dissonance experiments Festinger & Carlsmith (original experiment) Aronson and Mills (initiation) Jaccard (post-decisional dissonance) Festinger & Carlsmith:  Festinger & Carlsmith Subjects engage in boring task Subjects paid to lie ($1 or $20) Subjects asked for their liking of task Cognitions: C1: This task was boring C2: I said the task was interesting (counter-attitudinal behavior) Can’t change behavior, so attitude changes--greater liking in $1 condition Aronson & Mills:  Aronson & Mills Subjects experience initiation No initiation Mild initiation Harsh initiation Subjects listen to boring group discussion Cognitions: C1: This group was boring C2: I endured considerable embarrassment to join this group (counter-attitudinal behavior) Attitude change in Harsh initiation group Jaccard--post-decisional dissonance:  Jaccard--post-decisional dissonance Subjects engage in unrelated task Offered choice of #1 (popular) or #4 (less popular) record album as payment Induced to pick #4 (in dissonance condition) Attitudes toward albums rated C1: I like album #1 better C2: I chose album #4 (counter-attitudinal behavior) RESULT: positive attitude change toward #4 Y2K Predictions:  Y2K Predictions Prediction of government conspiracy using anticipated Y2K problems as a cover to further limit citizen rights Problems didn’t happen Y2K--government hoax? Internet writers (calling attention to the conspiracy) forced government to back down

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