Lecture 8 Flashcards
(20 cards)
What is the external world?
- Influence of repeated messages
- Influence of one message on another
- Story telling and persuasion
- Relationships and attitudes
- Norms
What is a study looking at repeated messages?
- Ppts hear strong pro-attitudinal message 1/3/5 times in succession and then rate attitude and provide cog response
- Repetition promotes liking before becoming tedious = 3 had highest pos attitude change
- When heard once, ppts had large counter arguments, lowest at 3, and levels out at 5
What is the study looking at one message repeated by many voices?
- Voice numerosity effect = more narrators enhances attention to advertisement
- Ppt hear advert for mug - same content but heard through one narrator or 5
- Then had to rate purchase intention and cognitive responses toward product
- More voices = more likely to purchase
What was a study looking at appeal and perception?
- Ppts presented with ad for Brown’s department store (moderate amount of info - 3/4)
- Preceded by ad with more/less info about similar or different product: either high prior (6 pieces of info about car) or low prior (1)
- Ppts asked to indicate attitude to browns and how likely they are to shop there
- People liked browns more when prior ad had less info and said they claimed they knew more about browns if prior ad had fewer info
- Correlation between perceived knowledge of browns changes attitude toward it
What was a study looking at credibility in attitudes?
- Manipulate credibility of message: either professor or high school student
- Ppts read message about mandatory service, then read message about comprehensive exams
- If first message was bad, next message looks good in comparison. People were more pos when first message was written by high schoolers
Why might narratives work?
- Narratives transmit information to everyday experience
- Narratives are effective to overcoming resistance to persuasion as people do not expect it
- Transportation is important: when someone leaves their world of origin and is changed by the journey
- While transported the reader loses access to real world facts and are unable to counter-argue ideas within the narrative
What was a study looking at narrative persuasion?
- Ppts read one of two narratives: exp - story of boy and dog stranded and friendship value, control - nice story
- Ppts completed measures of attitude and transportation
- Exp readers had attitudes more congruent with the narrative theme
- Ppts high in transportation showed more story congruent attitudes than those low in transportation
- Narratives more persuasive than arguments among ppts high in need for affect
What are factors that affect transportation?
- Enhanced comprehension of a traditional story when reading from book than Kindle
- Modern-themed appeal about exercising more persuasive when read on ipad than magazine
How do our relationships influence our attitudes?
- Subjective norms
- Balance
- Ambivalence
- Relationship status
- Personal touch
- Imagined others
What is Balance Theory?
- Person, Other person and Attitude object are three sides of a triangle
- Balance is when P and OP are positive to AO, so everything is positive
- Imbalance is when P likes OP and AO, but OP does not like AO
What are studies about relationships?
- Ppts rate attitudes toward 12 objects
- Rate perceptions of parents’ attitudes, and own feelings of ambivalence
- Found that the more attitude discrepancy (difference attitude between you and parent) the more ambivalent you feel
2) Looking at what underlies this: ppts rate attitudes towards 12 objects and rate perceptions of liked and hated others’ attitudes - Disagreement with liked other increased ambivalence
- Disagreement with hated other decreased ambivalence
- Implies balance underlies the effect = seek harmony with attitudes of liked others and is most pronounced when we hold a strong attitude
What was a study looking at hierarchal relationships?
- Made ppts feel powerful before OR after hearing a strong/weak persuasive message
- High power before message should validate the existing attitude = less attention to message content, lower argument strength effect
- High power after message validates thought about message = enhanced argument strength effect among powerful
What was a study looking at the personal touch?
1) Ppts asked to complete survey: handwritten note on post-it, Handwritten note on cover sheet, or cover sheet
- Post it had the highest return rate = more personal, response rate goes up
2) Wanted to increase flu vaccines in elderly
- Used the question-behaviour effect - survey questions about a behaviour can change that behaviour, included sticky note manipulation also
- Vaccine rates were higher among ppts sent flu vaccine questionnaire, and sticky note increased vaccine rate
What is the influence of others?
- Asch - others views influence our thinking - 3 lines task
- Only 23% of ppts never agreed with incorrect majority
What was a study about imagining others influencing people?
- Female ppts think about female college friends or older female relatives
- Read a story of woman’s sexual dream and then rate liking of dream
- Attitudes were more pos with college friends than elderly female relative
What are the influence of norms?
- Injunctive norms - what people should do
- Descriptive norms - what people actually do
What was a study looking at the influence of norms?
- Area around is littered or its clean
- Model will walk by and litter or will not
- When env was clean and model litters, very few people litter
- When env was dirty, and model litters, ppts litter A LOT
How does social media play a role in this?
- Evidence that social media engagement impacts the extremity of people’s attitudes
- Misinformation can promote extremities and belief in conspiracy
What is a study looking at social media?
- Ppts described a conspiracy they ascribed to and reported consistent evidence
- AI summarises description and offered counter arguments
- Treatment reduced beliefs 20%, effect remains over time
What were a few studies looking at the effects of culture on attitudes?
1) Western theorising has defined attitude as being individualistic but an attitude is derived from and responding to one’s social context
- Model comprises a different conception of where attitudes come from, what they incorporate, and what they do
2) Personal env attitudes predict pro-environmental actions more in individualistic than collectivist countries
3) Chinese and US ppts receive one of two ads about a watch looking at individualistic and collectivist focus
- American ppts have a higher attitude for separate ads and vice versa for chinese ppts
