Persuasian Notes - Dr. Eveas - Ch. 1-3 PDF

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Dr. Eveas - Ch. 1-3 ...

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Persuasion Notes: What is persuasion? ◆ Look at the features of a paradigm causes and find similarities ● #1- Persuasion is successful- occurs when there is a change ○ One can attempt to persuade but can fail and then persuasion did not take place. ● #2- There is intent to persuade. ○ It is a purposeful activity ○ Makes a conscious choice to influence another. ● #3- Persuadee has some degree of freedom ○ Limited Free will, free choice, change is voluntary ○ Hard to define the line between coercion and persuasion ● #4- Effects are accomplished through communication ○ Through someone sort of language ○ Does not have to be spoken ○ Body language can be persuasive ○ Physically moving someone is not an example of persuasion ● #5-Involves a mental change: ○ Even behavior change is preceded by mental change ○ Most relevant mental state is attitude What is an Attitude? ◆ A person’s general evaluation of an object ● Is something, good/bad, effective, ineffective, important/unimportant ● An object can be a person, place, idea, etc.. ◆ Attitudes can be a relatively stable ◆ Influence behavior frequently one must influence attitudes Measuring Attitudes: ◆ Explicit Measures: ● Semantic Differential Evaluation Scales: ○ Represents a rate object on a 7 point scale with paired adjectives ◆ Example: 1 attractive to 7 unattractive ● Single-Item Attitude Measures: ○ Respond to just one question ◆ Do you consider recycling to be 1 important to 7 important ● Qusai-Explicit Measures:

○ Respondents asked to compare a series of pairs (Ex: Prefer red or white) ○ Respondents were asked to rank objects to an attitude ○ Most famous techniques attitude determined by their agreements or disagreements, with attitude-relevant statements (see pg.9) ● Implicit Measures: ○ Do not directly ask for an evaluation of an object ○ Several techniques have been used including: ◆ Autonomic response ◆ Brain measures ◆ Priming responses ○ Technique is used when there is a concern that respondents will not reveal their true attitudes ◆ One’s attitude influences one’s behaviour ○ Not a direct correlation ○ Moderating factors influence the degree of attitude behavior consistency ◆ Correspondences of measures ● Do they correspond ◆ Direct Experiences: ● Direct Experience ● Encouraging Behaviors ○ Techniques for encouraging attitude consistent ◆ Advantages: ● Straightforward ● Easy to construct ● Easy to admire ● Can be used for diff attitudes ◆ Disadvantages ● Only measures attitudes ➔ Social Judgment Theory: (9 point scale) ◆ Theory credited to sherif & sherif ● Posits that the effect of persuasive communication depends on the way in which receiver evaluates the position it advocates ● Attitude change is a two step process ○ Receiver first makes an assessment of the position ○ Based on that assessment, attitude can change ◆ Judgment of positions

1. Utilitarian: a. Tudes that help people max rewards and min punishment b. Best way to change the reward and punishment 2. Ego-defensive a. Serve to protect one’s self image b. Common negative stereotypes c. Used to min the threat 3. Value-expressive a. Prove satisfaction for holding to one’s value b. Most effective way to change the underlying values or provide a better values to express 4. Knowledge a. Aid in the understanding and organizing information b. Most effective way to change 5. Social Adjustive: a. Helps one to adjust social functions b. Self esteem maintenance c. Social identity i. No consensus as to which typology to use. 6. Symbolic functions a. Express moral beliefs b. Symbolize significant values c. Protects one’s self image d. Instrument functions i. Sum desirable and undesirable aspects of an object ii. Appraise the object based on cons and students...