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Attitudes and Persuasion

Attitudes and Persuasion. 10.29.12. Key concepts. Social norms to influence behavior Descriptive – What does everyone else do? Injunctive – What should everyone do? *concept of social proof Messages more effective when both norms suggest same behavior (littering, towel re-usage, etc.)

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Attitudes and Persuasion

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  1. Attitudes and Persuasion 10.29.12

  2. Key concepts • Social norms to influence behavior • Descriptive – What does everyone else do? • Injunctive – What should everyone do? *concept of social proof • Messages more effective when both norms suggest same behavior (littering, towel re-usage, etc.) • “Boomerang” effect • Fear appeals

  3. “Influence” – Robert Cialdini

  4. Other tools of persuasion • Reciprocation • Liking • Scarcity • Authority

  5. Reciprocation • Basic norm in all cultures • “web of indebtedness” • “Logrolling” • In politics • In academia

  6. Liking • Physical attractiveness • Talent, honesty, intelligence, etc…. • Hiring • In the judicial system • Similarity • Car purchasing: age, religion, politics, smoking-habits • Ingroup/outgroups effect (more on this later) • Compliments

  7. Scarcity • Time limits • Resource limits

  8. Authority • Milgram study/”Directed deference” • Non-conscious imitation • Cues suggesting authority

  9. Elaboration Likelihood Model • Central route • Require much cognition • Result of elaboration determines behavior • Peripheral route • Do not require cognitive elaboration • Source credibility, quality of presentation, attractiveness of source, slogans or catchphrases • What determines route: • Motivation (topic, NFC, accountability) • Ability to process

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