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Jan 28 SocPsych.docx

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McMaster University

Target Characteristics: Body Language Eg: putting pen in mouth biting on the end of the penis, and smile unconsciously, and report a better mood Eg: putting pen above lips and holding it there, and makes a frown, and reports a lower mood. - Manipulate target and the persuasive message, changing the body language to manipulate the interpretation of the message. - Read pro tuition increase essay ( from $587 - $750) While o Not moving (control) o Not shaking o Nodding head  Control baseline  Shake (not accept) message  Nod (accept ) message o DV: $ suggested for next year’s upgrade tuition Target Characteristics: Distraction Festinger (1964) - IV: audio and visual match vs. don’t match - DV: agreement with persuasive message o Present a message which he knew which would be unpopular, and argued something that other people don’t like eg: to teens should not get drivers license at a local highschool. o Presented the argument with either a distraction or without a distraction o Some subjects would see audio with persuasive message, and video with person talking o Some other subjects get audio, but presented with a muted tom and jerry cartoon (un- matched) i.e. distraction o Asked how much they agreed with the message o Match ( lower agreement) o Don’t Match (higher agreement) Significant - Replicated by Festinger with several populations Why Does Distraction Enhance Persuasion? -Pairing negative message with positive distractor, positive distractor makes the negative message less unpleasant to listen to. (one shot classical conditioning approach) -Learning theory explanation and why it’s wrong (Zimbardo, 1970) -when we pair something and something off, eventually they rub-off on each other -The pleasant distractor should make the unpleasant distractor more pleasant. Zimbardo’s gory distractor disproved this, because paired the unpleasant gore video and the unpleasant message, the unpleasant message seemed more persuasive. Zimpardo’s Distractor - Showed unpleasant horrible gory video (gory surgical video) - Surgery scene enhanced persuasion - Unpleasant distractor enhanced persuasion of the unpleasant message Counter Arguments theory explanation and why it’s right (Osterhouse and brock 1970) - IV: distraction (none, med, high) - DV’s: # counterarguments; persuasion level o More persuaded by message because of the distraction’s ability to prevent the creation of the counterarguments for the audio. o Brought subjects into lab individually, tested their ability to do 2 things at the same time. Watch the numbered light panel 4 lights, when the light appears you will call out the number of the light that comes out, must do this immediately upon seeing the light. At the same time he listened about the speech on an earphone. The speech was an unpleasant message on student tuition should be doubled. After asked how much the subjects agreed with the message. And under time pressure list all the things they thought of in 1 min. This is because they didn’t want them to think at the moment (any new thoughts), they wanted to test whether they created any counterarguments during the experiment. After judged the amount of counterarguments and different counterarguments  Control – no flash  12 times per min flash (medium distraction)  24 times per min flash (high distractor)  Subjects were persuaded more signi
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