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Attitude change

Attitude change. Theories of attitude change: Cognitive dissonance Persuasive communication Dual-process theory Evidence relating to these theories. psychlotron.org.uk. Consistency principle. Affect. Behaviour. Cognition. psychlotron.org.uk. Cognitive dissonance.

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Attitude change

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  1. Attitude change • Theories of attitude change: • Cognitive dissonance • Persuasive communication • Dual-process theory • Evidence relating to these theories psychlotron.org.uk

  2. Consistency principle Affect Behaviour Cognition psychlotron.org.uk

  3. Cognitive dissonance • Based on the consistency principle • Dissonance = disagreement • Attitude change occurs when a person has a need to reduce the dissonance between: • Different aspects of same attitude • Different attitudes • Attitude & behaviour psychlotron.org.uk

  4. Cognitive dissonance Affect Affect Affect Affect Behaviour Behaviour Behaviour Behaviour Dissonance within attitude Dissonance within attitude Dissonance within attitude Cognition Cognition Cognition Cognition psychlotron.org.uk

  5. Cognitive dissonance I enjoy cigars Smoking kills people I smoke How could Sigmund reduce his cognitive dissonance? psychlotron.org.uk

  6. Cognitive dissonance • Festinger & Carlsmith (1959) • PPs spent some time doing a tedious task; were then offered either $1 or $20 to tell another PP it was interesting & enjoyable • PPs were later asked to rate how enjoyable the task had been • How do you think the ratings might differ between the $1 and $20 conditions? psychlotron.org.uk

  7. Cognitive dissonance How enjoyable? psychlotron.org.uk Control (task only) $1 payment $20 payment

  8. Persuasive communication • The idea that attitude change is brought about by conveying information. • Success depends on 3 factors: • Source of message • Content of message • Nature of target psychlotron.org.uk

  9. Persuasive communication • Source: • Expert • Trustworthy • Credible • Attractive • NB: sleeper effects – nature of the source matters less after a delay psychlotron.org.uk

  10. Cognitive dissonance high credibility low credibility Attitude change psychlotron.org.uk Immediate 4 weeks later Hovland & Weiss (1952)

  11. Persuasive communication • Content: • Fear & anxiety • Not enough or too much and people will ignore the message • One or two sided argument • One sided if target is already leaning towards the source’s position • Two sided if the target is intelligent psychlotron.org.uk

  12. Persuasive communication • Target: • Intelligence • Age, gender • Strength of existing views psychlotron.org.uk

  13. Dual process theory • The likelihood of attitude change is determined by how the target processes the message • Superficial (peripheral) processing • Systematic (central) processing • Which ‘route’ is taken depends on the relevance of the message to the target psychlotron.org.uk

  14. Dual process theory High relevance Central route Thorough processing Sound, logical arguments required Message Low relevance Peripheral route Superficial processing The elaboration-likelihood model (Petty et al, 1994)

  15. Dual process theory • Petty et al (1981) • Student attitudes towards taking an additional examination • Two IVs: • Level of involvement • Strength of arguments psychlotron.org.uk

  16. Dual process theory Level of involvement High Low Strength of argument Weak Strong Petty et al (1981)

  17. Resistance to change • Reactance • Forewarning • Selective avoidance psychlotron.org.uk

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