Exam II Flashcards
The value of the unavailable:
Ex: Cafeteria Ratings
DV: Rating of cafeteria
-Baseline: Control and experimental were the same
Conditions:
1) Control: Told nothing before rating was asked
2) Experimental: Told cafeteria was closing before rating was asked
-After told cafeteria was closing, experimental group rated it higher
Conclusion: We like things more when they are more scarce/unavailable
Loss vs Gain:
Reusable Bags (Correlation tax example)
- Not an experiment because no random assignment was used
- What will get people to use reusable bags more?
Conditions:
1) Tax always
2) Tax in post period
3) Tax never
-Tax in post period had the most increase of use of reusable bags
Reusable Bags: (Correlation incentive example)
-What got people to use reusable bags more? (adding in after baseline)
Conditions:
1) No incentive
2) Bonus only
3) Tax only
-Tax only condition had the greatest effect because it is evoking loss
Promoting Healthy Behaviors:
Detection vs prevention
Detection:
-More likely to happen if messages emphasis loss if you don’t go through with it
Prevention:
-More likely to happen if messages emphasis the gains/benefits if you do it
Promoting Healthy Behaviors:
Detection vs prevention
Ex: Breast Exams
-DV: Measuring intent to perform breast exams
Conditions:
1) Pamphlet of gains/benefits
2) Pamphlet of loss
3) No pamphlet
-Four months later the loss group got more breast exams
- Fear arousal was not present in any conditions (none of the pamphlets evoked fear response)
- Memory of content, perceived susceptibility, and belief in effectiveness were no difference
Result:
- Loss framed message lead in SELF EFFICACY (How well we can do it) in performing a breast exam
- “I think I can do that”
Ex: Dental Care
Loss/gain effects
-Participants were told benefits (gains) of using the product or loss of not using the product and asked them if they wanted to try out the product
Conditions:
1) Product prevents gum disease, told benefits
2) Product prevents gum disease, told risk/losses
3) Product detects gum disease, told benefits
4) Product detects gum disease, told risk/losses
- More tried prevents gum disease product when told the benefits
- More tried detects gum disease product when told the losses
Ex: Toddler Toy behind/beside the barrier
The scarce/unavailable value
-Which toy would toddlers get faster?
Conditions:
1) Beside barrier, 1’
2) Beside barrier, 2’ (tall)
3) Behind barrier, 1’
4) Behind barrier, 2’ (tall)
Results:
-Toddlers will go for the toy Behind barrier, 2’ (tall)
Conclusion:
-We like the unavailable/more scarce items
2 Reasons for desiring scarce things
1) Scarce items must be desired by others and therefore high quality
2) People hate to feel like their freedom is being restricted (reactance)
Ex: Rating of Soap
Scarcity
- Tampa and Miami (Soap restricted in Miami)
- All categories of judgement (Ex: Freshness) rated high in scarce place (Miami)
Results:
-Scarcity increases likability and positive attitude towards thing
Ex: Description of book
Scarcity/age range
-What will affect a persons desire to read?
Conditions:
1) Man and women porn, no age restriction
2) Man and women porn, age restriction
3) Non porn, no age restriction
4) Non porn, age restriction
Results:
-Participants wanted to read more in both cases when there was an age restriction (scarcity)
Ex: Video game
Scarcity/age range
-Test same video game for how much people liked it
Cons (Participants age)
7-8
12-13
16-17
Cons (Age restriction) 7+ 12+ 16+ 18+
-Same game was more liked when the age restriction was high (for all groups)
Reactance
Opinion of opposite sex at a bar throughout the night
Reactance= Reacting against limited freedom
Opinion of opposite sex at a bar throughout the night:
-People view opposite sex people more attractive as the night goes on because their time in the bar is being limited. Limited time to meet someone
-Attractiveness went up for single people of opposite sex and decreased for singles of the same sex
The Cookie Study
Which cookies did participants like best?
Conditions:
1) No change: Participants tasted cookies, researcher comes in and asks how many cookies they have
2) Accident: Researcher comes in, says accidentally took participants cookies and switches them
3) Demand: Researcher comes in, says his participants were eating too much or too little cookies and switches the cookies
- Each condition was done w/ both 2 cookies (scarce) and 10 cookies (abundant)
- Demand and scarce cookies rated the highest
Mass media communication, Propaganda, and Persuasion:
Sentinel Awards
-Celebrates TV depictions of accurate medical treatment (educates viewers and can help people)
Mass media communication, Propaganda, and Persuasion:
Commercial Messages
Mere Exposure effect
-Makes product more familiar
Mere Exposure effect:
-The more exposed to something you like, the more you like it
Mere Exposure Effect:
Ex: Familiar words vs Unfamiliar words
-Foreign words in different (high/low) frequencies, words shown in a variation of repeated times
Result:
-Characters shown more times were rated higher for “goodness”
Conclusion:
Mere Exposure effect
Mere Exposure Effect:
Ex: Year book pics of men
-Year book pictures of men, varied how many times they saw a guy in a slideshow and rated how well they would like him
Results:
-Men rated higher when the amount of times they saw him increased
Conclusion:
-Mere exposure effect
Mere Exposure Effect:
Ex: Preferences for true of mirror image
- Both prefer true print
- Both prefer mirror print
- Target prefers mirror image of themselves, friend prefers true image of their friend (target)
- Friend prefers mirror image or themselves, targets prefers true image of their friend
Conclusion:
-Mere Exposure Effect
Mere Exposure Effect
Ex: Confederate who went to class or didn’t
-Rate impression of female confederates personality who was in their class
Results:
-Rated the confederate more highly as she increased how often she went to class, because she became more familiar
Conclusion:
Mere Exposure Effect
Elaboration Likelihood Model:
Depends on?
1) Motivation: To focus on the message
2) Ability: To focus on the message
If your have both motivation and ability from the audience then what route are you on to persuading them?
Central Route to persuasion:
- Interested
- Might have to make a decision on it
- Focused = Deep processing
- Deep processing of message –> weak argument –> No attitude change
- Deep processing of message –> strong argument –> attitude change
Elaboration Likelihood Model:
Ex: College students Senior exam
-Get college students interested in a message, senior exam to graduate
Conditions:
1) High prestige speaker, strong argument
2) High prestige speaker, weak argument
3) Low prestige speaker, strong argument
4) Low prestige speaker, weak argument
Result:
-High quality argument had a greater affect on persuasion (Focused on content/points when relevant to you)
When to use central route to persuasion?
-Should use central route to persuasion for big behavior changes, should focus on content and high quality arguments
Peripheral Route to persuasion
Does the audience have the ability and motivation to pay attention –> No –> Superficial processing/message –> Heuristics (Ex: Jingle, celebs, catchy tune) –> Temporary attitude change
When not to use peripheral route to persuasion?
-For big life change behavior
Routes to persuasion:
Ex: College students senior grad, but not for 15 yrs
-Get college students interested in a message, senior exam to graduate
Conditions:
1) High prestige speaker, high argument
2) High prestige speaker, low argument
3) Low prestige speaker, high argument
4) Low prestige speaker, low argument
Results:
-Higher prestige of speaker had more effect than quality
Conclusion:
- When something is not relevant to you, you focus more on the heuristic of things and skim over the content
- PERIPHERAL ROUTE TO PERSUASION
Routes to persuasion:
Ex: Presenting people with an ad (Distraction vs no distraction)
-Presenting people with an ad
Conditions:
1) Weak argument, no distraction
2) Weak argument, distraction
3) Strong argument, no distraction
4) Strong argument, distraction
Results:
- Strong argument had a bigger effect when participants were not distracted (Central route to persuasion)
- When distracted weak argument had a bigger effect (Peripheral route to persuasion)
Conclusions:
-Distractions lead people to peripheral route to persuasion (don’t have ability to focus on content)
What commercial uses both central route and peripheral route to persuasion
Mac and P.C commercial:
Central Route:
-Telling viewers all the things the mac can do (Ex: easier to use)
Peripheral Route:
-Actors (Mac=young, celebrity, attractive P.C= old, no body, unattractive)
Prevention and detection:
Ex: Intentions to exercise
Measuring peoples intentions to exercise based on types of messages that they receive
Conditions:
1) Highly credible source (Doctor), negative message
2) Highly credible source, positive message
3) Low credible source (HS student), negative message
4) Low credible source, positive message
Results:
- Higher intentions to exercise when message was from a doctor and positive
- Follow up weeks later positive stayed high (w/ docs)
Conclusion:
- Prevention= positive message (more effective)
- Detection= negative message (more effective)
-This example is prevention of obesity/health risks so supports the theory
The source of communication
Credibility
Ex: Criminal and prosecutor
Source credibility= better luck when higher expertise and trustworthiness
Ex Conditions:
1) Prosecutor, saying courts need more power
2) Prosecutor, saying courts need less power
3) Criminal, saying courts need more power
4) Criminal, saying courts need less power
Results:
- People were more responsive to criminal saying courts need more power
- People were more responsive to prosecutor saying courts need less power
Conclusion:
-In those conditions their trustworthiness went up the most
People are more convinced by a persuasive message when the message is _____ vs _____
Overheard, directed at them
The sources of communication:
Ex: Attractiveness (pic of attractive man, low/or high quality)
Conditions:
1) Low quality message, attractiveness salient (noticeable, clear pic)
2) High quality message, attractiveness not salient (not noticeable, blurred out pic)
3) Low quality message, attractiveness salient (noticeable, clear pic)
4) Low quality message, attractiveness not salient (not noticeable, blurred out pic)
Results:
- When participants couldn’t see mans pic (not salient), high quality message was received better (Central route to persuasion)
-When attractive mans pic was shown clearly the quality of the message did not matter, both were the same (Peripheral route to persuasion)