C) Use of "credible" sources (experts, authority figures)

Transcription

1 Traditional Persuasion Techniques A) Greater rewards lead to more responses B) Greater punishment leads to less responses C) Use of "credible" sources (experts, authority figures) D) Use of conformity paradigms (e.g., Asch, Sherif)

2 Some Weaknesses of Traditional Persuasion Approaches A) Effects not very strong B) Short-term effects C) Limited to less important issues

3 Leon Festinger THEORY OF COGNITIVE DISSONANCE (1957) BASIC HYPOTHESIS The existence of dissonance, being psychologically uncomfortable, will motivate the person to try and reduce the dissonance and achieve consonance Attitude Behavior inconsistent with the attitude Creation of dissonance

4 Attitude: I m not going to smoke cigarettes anymore ) cigarettes Behavior: Smoke Some Options 1) Change behavior (e.g., Throw pack away) 2) Change cognitions (e.g., Smoking isn t all that bad ; I don t really smoke that much ) 3) Add supporting cognitions (e.g., Smoking relaxes me it helps me think better

5 COGNITIVE DISSONANCE FESTINGER & CARLSMITH (1$ - $20 Study) Perform boring task Asked to tell participant that the task was interesting $1 $20 Rate task Which group rated the task as more interesting after lying, those paid $1 or $20? Key is lack of sufficient external justification for one s behavior

6 ATTITUDES REGARDING MARIJUANA LEGALIZATION Original belief = No Asked to give speech opposite of their attitude (for legalization) Small fee to write pro legalization Large fee to write pro legalization More positive views of legalization

7 TOY STUDY Children rate desirability of toys Told not to play with the most desirable toy MILD THREAT SEVERE THREAT Children did not play with the desired toy Children rate the desirability of the toys a 2 nd time after not playing with the desired Which group viewed the desirable toy most attractive?

8 Results of Forbidden Toy Study

9 Hypocrisy Paradigm Hypocrisy Group: Made a list of the times they found it difficult or impossible to use condoms Applied Example: Reducing road rage awareness of one s own mistake while driving (e.g., cutting someone off )

10 ~ Ben Franklin Effect ~ [When we dislike someone, if we do them a favor, we will like them more] Why? Behavior is dissonant with attitude Change attitude about person to resolve dissonance Justification of Kindness Asked to donate $$ won to help experimenter continue research

11 Dissonance Reduction and Personal Values Measured 6th graders attitudes about cheating Gave opportunity to cheat in a game Easy to cheat Cheating almost necessary to win Believed cheating could not be detected Some cheat, some do not cheat Next day --- Those who cheated were more lenient toward cheating (e.g., everyone does it, it s not so bad Those who did not cheat, were more extreme in their views against cheating ( Could have got a better grade but cheating is very wrong/not moral; cheating is awful to do )

12 Post-Decision Dissonance Every time we make a decision, we experience dissonance Chosen alternative has some negative aspects Rejected alternative has some positive aspects Dissonance is aroused after making a decision This dissonance is often reduced by: 1) Enhancing the attractiveness of the chosen alternative (& reduce negative aspects) 2) Devaluating the rejected alternatives (& downplay positive aspects Example(s)?

13 More Cognitive Dissonance Occurs When: 1) Choice is involved 2) Commitment has been made 3) Individuals are responsible for any consequences of their behavior (and if the consequences could be anticipated) 4) Negative consequences are believed to be likely to occur 5) One s self-concept is involved 6) Important decisions 7) Permanent decisions (e.g., all sales are final )