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Understanding Persuadability: The Role of Individual Differences and Cognitive Dissonance

This chapter explores the nuances of persuadability, highlighting the significant individual differences that affect how one resists influence. It delves into self-monitoring effects, the concept of forewarning and resistance, and techniques like attitude inoculation, which involve exposing individuals to mild persuasive attacks. Further, it examines the cognitive dissonance theory by Festinger, illustrating how the desire for consistency between attitudes and behaviors may lead to irrational decisions. Insights on reactance effects, self-perception, and impression management are also discussed, showcasing their impact on attitudes and self-esteem.

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Understanding Persuadability: The Role of Individual Differences and Cognitive Dissonance

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Presentation Transcript

  1. Ch 6: Attitudes Part 3: Oct. 10, 2011

  2. The Audience • Are there strong individual differences in persuadability? • Self-monitoring effects: • Forewarning & resistance:

  3. Attitude Inoculation • Tactics for resisting influence/persuasion • Expose people to weak attacks • What is the result? • Applications of this and evidence? • Reactance effect:

  4. Cognitive Dissonance • Assumes we are motivated by consistency • Want our attitudes to match our behaviors • Festinger’s (1957) research & Cog Diss Theory: • Our motivation to maintain consistency can lead to irrational behavior • What is the role of tension/stress?

  5. Festinger’s experiment: • Boring task for 1 hr., then tell next participant about your experience • Paid either $1 or $20 • Results? • The role of insufficient justification • Justifying our decisions

  6. Conditions for cog dissonance to work: • Other explanations: • Self-perception: • Impression management: • Self-esteem:

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