Textbook Notes (363,078)
Canada (158,177)
Psychology (1,389)
PSYC 215 (296)
John Lydon (79)
Chapter 8

Chapter 8 Persuasion.docx

4 Pages
Unlock Document

McGill University
PSYC 215
John Lydon

Chapter 8 Persuasion Social Psychology Functions of Attitudes  Utilitarian function: an attitudinal function that serves to alert people to rewarding objects and situations they should approach and costly or punishing objects they should avoid (Ferguson & Zayas)  Attitudes make us evaluatively ready to achieve the goals that matter to us; when attitudes toward goal-relevant objects are positive, you are more likely to engage in goal-relevant behavior  Our food preferences are adaptive; we, especially pregnant women in their first trimester, avoid bitter tastes because in nature bitter indicates toxic and toxins can harm the vulnerable fetus  Advertisers use pleasing or arousing stimuli to provoke a positive reaction to the product in the consumer through association and sell their product  Ego-defensive function: an attitudinal function that enables people to maintain cherished beliefs about themselves and their world by protecting them from contradictory information o Present in terror management theory in which our fear of dying leads us to cling to attitudes that reflect cultural worldviews in the hopes that this will help us survive  John Jost has argues that political conservatism is a form of ego-defense cognition that helps people ward off certain anxieties through a resistance to change and willingness to accept inequality in an attempt to manage fear and uncertainty  Conservatives show consistently higher levels of fear and less interest in technological advances than people who hold other political beliefs  Value-expressive function: an attitudinal function whereby attitudes help people express their most cherished values—usually in groups in which these values can be supported and reinforced  Reference groups: groups whose opinions matter to a person and that affect the person’s opinions and beliefs  American children express an early allegiance to political parties to express the values of their family  Commitment to these groups can cause bias and overestimation of similarity between one’s views and the views of other members of the group  Bennington students who came from conservative backgrounds were greatly influenced by the liberal attitudes of the professors and atmosphere and their political views leaned farther left by the end of their four years there  Knowledge function: an attitudinal function whereby attitudes help organize people’s understanding of the world, guiding how they attend to, store, and retrieve information; they make us more efficient and sometimes more biased  Our preexisting beliefs and attitudes about a person or group of individuals lead us to selectively recall information that is consistent with those beliefs  We like physically attractive individuals and interpret their actions more favorably, whereas prejudiced attitudes towards outgroup cause us to interpret actions of members of those groups negatively in a way consistent with our prejudices Persuasion and Attitude Change  Two theoretical models to explain changes in attitudes in response to persuasive messages:  Heuristic-systematic model: a model of persuasion that maintains that there are two different roots of persuasion: the systematic route and the heuristic route (Chaiken)  Elaboration likelihood model (ELM): a model of persuasion that maintains that there are two different roots of persuasion: the central route and the peripheral route (Petty & Cacioppo)  Central (systematic) route: a persuasive route wherein people think carefully and deliberately about the content of the message attending to its logic, cogency (how convincing the argument is), and arguments, as well as to related evidence and principles  Peripheral (heuristic) route: a persuasive route wherein people attend to relatively simple, superficial cues related to the message such as length of the message, or expertise or attractiveness of the communicator  Our motivation to commit energy, time, and focus to the message partly determines which route we process persuasion through  Our ability to process the message in depth also determines which route we take; i.e. if we have sufficient time to process and the message is clear we’ll process it more deeply; when we are rushing and have trouble processing the message we look for easy-to-process peripheral cues associated with the message  Three factors make the central route to persuasion more likely: o The personal relevance of the message- whether it bears on our goals and concerns or well-being o Our knowledge about the issue- the more we know the more likely we are to scrutinize the message with care o Whether the message makes us feel responsible for some action or outcome- if we feel we have to explain the message to others  Peripheral route to persuasion is triggered by factors that: o Reduce ou
More Less

Related notes for PSYC 215

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.