What must we know to understand how people can become persuaded?
We must know their GOALS
What are the 3 basic goals that are served by the process of persuasion?
1. Seeking Accuracy - the goal of having our attitudes and belief reflect reality
2. Maintaining Consistency - the goal to b...
What must we know to understand how people can become persuaded? -
ANSWER- We must know their GOALS
What are the 3 basic goals that are served by the process of persuasion? -
ANSWER- 1. Seeking Accuracy - the goal of having our attitudes and belief reflect
reality
2. Maintaining Consistency - the goal to be consistent within ones self
3. Gaining Approval - be approved, liked, and respected by those around us
How does the Peter Riley case discussed in the book linked with the 3 goals of
persuasion? - ANSWER- 1. Riley was pushed to change his opinions and beliefs
by interrogators in order to remain accurate with the (phony) evidence that said
he committed the crime
2. To keep his Cognitive System in balance Riley moved to make his opinions
consistent with what his interrogators pushed him to believe were suppressed
memories of the crime and what could be true
3. Riley always had great respect for the police so in order to gain their approval
he agreed with them
What is Attitude? - ANSWER- a favorable or unfavorable, positive or negative
evaluation of a particular thing
Where do attitudes come from? - ANSWER- -classical conditioning: the process
through we come to like or dislike new objects or events merely because they are
, associated with objects or events we already like or dislike (can occur without
awareness)
-operant conditioning: the process through people learn by reward or punishment
(can occur without awareness)
-observational learning: the process through we learn by observing others
-heredity: unlearned, genetic component -> much more likely to influence
attitudes of death penalty or censorship -> particularly strong and influential in
social life -> more likely to resist persuasion
What is the difference between strong and weakly held attitudes? - ANSWER-
Strong attitude:
-accurately predict behavior
-resist change & persuasion = commitment is higher
-more stable than weak attitude
Weak Attitude:
-
What makes strong attitude unlikely to change? - ANSWER- commitment: makes
strong attitudes more resistant to change by leading people to evaluate relevant
info in a biased fashion
embeddedness: makes strong attitudes more resistant to change by tying the
attitude to multiple features of the person such as individuals self-concept,
values and social identity
EX: National Rifle Association both commuted to anti-gun control position and
typically make position central part of social identity
What is attitude-behavior consistency? - ANSWER-
What factors influence attitude behavior consistency? - ANSWER- Knowledge:
-firsthand experience creates stronger attitude-behavior consistency
-the more knowledge you have about something the more likely you are to be
consistent
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