Non-smokers rights movement begins Per capita cigarette consumption First medical reports linking smoking and cancer.

Transcription

1 5 Non-smokers rights movement begins Per capita cigarette consumption First medical reports linking smoking and cancer End of WW II Great Depression Years US Surgeon General s first report Broadcast advertising ban Federal cigarette tax doubles Figure 7.1 Per capita cigarette consumption per year among adults and major smoking and health events in the USA, ( based on Novotny, Romano, Davis, & Mills, 1992).

2 Persuasive message Strong arguments Cognitive responses Predominantly favourable thoughts Attitude Change Weak arguments Predominantly unfavourable thoughts No change Figure 7.2 The cognitive response model of persuasion.

3 High agreement 1..5 Strong arguments Low agreement.5 Weak arguments Number of flashes per minute Figure 7.3 Mean attitudes (shown as z-scores) in relation to message and level of distraction (adapted from Petty et al., 1976).

4 (a) Processing motivation/ ability Mode of information processing Salient aspect of persuasive message Cognitive responses Attitude High Central route Systematic processing Strong arguments Weak arguments Predominantly positive thoughts Predominantly negative thoughts Change No change (b) Processing motivation/ ability Mode of information processing Salient aspect of persuasive message Cognitive responses Attitude Low Peripheral route Positive heuristic cue (e.g., high credibility) Positive heuristic inference (e.g., Experts can be trusted ) Change Heuristic processing Negative heuristic cue (e.g., low credibility Negative heuristic inference (e.g., Non experts cannot be trusted ) No change Classical conditioning Mere exposure and other peripheral processes Figure 7.4 The elaboration likelihood model: (a) central route to persuasion; (b) peripheral route to persuasion.

5 Favourable Expert source Post -communication attitude Unfavourable Favourable Non-expert source Strong arguments.2 Unfavourable.4 Weak arguments High involvement Low involvement Figure 7.5 Top panel: interactive effect of involvement and source expertise on post-communication attitudes. Bottom panel: interactive effect of involvement and argument quality on postcommunication attitudes (Petty, Cacioppo & Goldman, 1981).

6 6 5 + Attitude * 2 Good mood Bad mood Control group Figure 7.6 Attitude change as function of mood and message quality ( strong message quality; + + weak message quality) (adapted from Bless et al., 199, Experiment 1).

7 3 Low importance Strong Attitudes toward the XT High importance Weak Ambiguous Ambiguous Strong 1 Weak Low Source credibility High Figure 7.7 Attitudes towards the XT-1 as a function of task importance (low vs. high), source credibility (low vs. high) and message type (strong vs. ambiguous vs. weak). Theoretical and actual range of attitude scores was 4 to 4, where higher numbers imply more positive attitudes.

8 9 8 Control prime Lipton lce prime 7 % Choosing Lipton Ice Thirsty Not thirsty Figure 7.8 Percentage of participants choosing Lipton Ice as a function of thirst and prime (Karremans et al., 26, Study 2).

9 Experimental task Incentive for telling a lie Justification for telling a lie Dissonance Attitude towards experimental task Dull motor task $1 $2 Insufficient Sufficient High (aversive arousal) Low (no aversive arousal) Change No change Figure 7.9 Dissonance interpretation of the Festinger & Carlsmith (1959) experiment.

10 1.5 Enjoyableness of Task Control 1 $ Condition 2 $ Condition 1 Figure 7.1 Ratings of task enjoyableness by condition (adapted from Festinger & Carlsmith, 1959).

11 Experimental task Dull motor task Behaviour Actor describes task as very enjoyable Reward for performance of behaviour $1 $2 Presence of discounting cue No: a very small reward for performance of behaviour Yes: A large reward for performance of behaviour Informational basis of inference about own attitude towards experimental task Based on task and behaviour: (behaviour attributed internally) Based only on task: (behaviour discounted as source of information) Inferred attitude Task somewhat enjoyable Task dull Figure 7.11 Interpretation of the Festinger & Carlsmith (1959) experiment in terms of self-perception.