CAS PS 261 Study Guide - Midterm Guide: Normative Social Influence, Cognitive Dissonance, Social Proof
12 Apr 2014
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Chapter 7- attitudes and attitude change. The nature and origin of attitudes: attitude- evaluation of people, objects and ideas. Addresses: who- source of communication, expertise/popularity, likeability, identification, normal decay vs. sleeper effect. Normal decay- audience initially aroused by persuasion but then it decays. Sleeper effect- audience presented with discounting cue (low- credibility source) and then persuasive message. Example: peripheral route to persuasion: emotions and moods themselves can be used as a heuristic. If you administer too strong a prohibition, the prohibition may boomerang and lead to an increase in the prohibited activity. Conformity: when and why: conformity- change in behavior due to the real or imagined influence of others. Unfortunately experts are not always reliable sources of information. Most participants gave very mild shocks; only 2. 5% gave the highest level. Self- censorship: belief in moral correctness of group, direct pressure on dissenters to conform, mindguards to protect leader from contrary viewpoints.
