PSY BEH 11C Lecture Notes - Lecture 4: Elaboration Likelihood Model, Cognitive Dissonance

• School: UC-Irvine
• Department: Psychology and Social Behavior
• Course: PSY BEH 11C
• Professor: Susan Charles

Document Summary

E(cid:448)aluatio(cid:374) (cid:894)good o(cid:396) (cid:271)ad(cid:895) to(cid:449)a(cid:396)d so(cid:373)ethi(cid:374)g o(cid:396) so(cid:373)eo(cid:374)e e(cid:454)hi(cid:271)ited i(cid:374) o(cid:374)e(cid:859)s thoughts o(cid:396) intended behavior. 3 components of attitudes: affect, behavioral intention, cognition (thoughts) Wi(cid:374)e (cid:858)e(cid:373) & di(cid:374)e (cid:858)e(cid:373) tud(cid:455) (cid:894)ja(cid:374)is et al. , 19(cid:1010)(cid:1009)(cid:895: attitude survey on likelihood of four events: At least a decade before putting someone on the moon. 3d movies will become the standard: they found that people who ate while they read the persuasive essays were more influenced than people who read the essays with no food. Eating makes you more likely to change your opinion. Fear: (cid:862) ussia(cid:374) ha(cid:272)ki(cid:374)g of po(cid:449)e(cid:396) g(cid:396)id(cid:863) (cid:894)false (cid:396)epo(cid:396)t(cid:895, fear, perceived efficacy, and persuasion. Moderate fear works pretty well! (e. g. ) pictures of rotten teeth shown, participants are told to brush their teeth regularly. Two routes to persuasion: central route. A good argument matters when there is high relevance. Example of elm study (petty, cacioppo, & goldman, 1981) High (here and now) or low (in 10 years: source expertise.