Social 06 0 Persuasion and Dissonance

Persuasion and Attitude Change: 

Persuasion and Attitude Change

Theories of Attitude Change: 

Theories of Attitude Change Yale studies of persuasive communications Who says what to whom with what effect? Festinger’s theory of Cognitive Dissonance

Yale studies of persuasive communications: 

Yale studies of persuasive communications Source, Message, Audience Source characteristic: Credibility Message characteristic: Fear appeals Interacts with Audience characteristic: self-esteem

Pepsi Ad: 

Pepsi Ad

Pepsi Ad: 

Pepsi Ad US UR CR CS

Pepsi Ad: 

Pepsi Ad US UR CR Positive emotions CS Puppies Positive emotions Pepsi

Festinger’s Theory of Cognitive Dissonance: 

Festinger’s Theory of Cognitive Dissonance When Prophecy Fails Festinger, Riecken, & Schacter Theoretical statement Experiments

Festinger’s Theory of Cognitive Dissonance: 

Festinger’s Theory of Cognitive Dissonance When Prophecy Fails Theoretical statement Experiments

Theory of Cognitive Dissonance: 

Theory of Cognitive Dissonance Inconsistency between two cognitions produces dissonance (e.g., between an attitude and a behavior) Dissonance is uncomfortable, creates a drive to reduce the tension Least important or most easily changed element will change (usually attitude) UNLESS--there is some external justification for the inconsistent cognition (the counter-attitudinal behavior)

Dissonance Model: 

Dissonance Model Two inconsistent cogntions (e.g., an attitude and a counter- attitudinal behavior) State of dissonance Motivation to reduce dissonance Attitude change

Dissonance Model: 

Dissonance Model Two inconsistent cogntions (e.g., an attitude and a counter- attitudinal behavior) State of dissonance Motivation to reduce dissonance Attitude change UNLESS Justification for counter- attitudinal behavior

Dissonance Model: 

Dissonance Model Two inconsistent cogntions (e.g., an attitude and a counter- attitudinal behavior) State of dissonance Motivation to reduce dissonance Attitude change UNLESS Justification for counter- attitudinal behavior No dissonance No attitude change

Festinger’s Theory of Cognitive Dissonance: 

Festinger’s Theory of Cognitive Dissonance When Prophecy Fails Theoretical statement Experiments

Dissonance experiments: 

Dissonance experiments Festinger & Carlsmith (original experiment) Aronson and Mills (initiation) Jaccard (post-decisional dissonance)

Festinger & Carlsmith: 

Festinger & Carlsmith Subjects engage in boring task Subjects paid to lie ($1 or $20) Subjects asked for their liking of task Cognitions: C1: This task was boring C2: I said the task was interesting (counter-attitudinal behavior) Can’t change behavior, so attitude changes--greater liking in $1 condition

Aronson & Mills: 

Aronson & Mills Subjects experience initiation No initiation Mild initiation Harsh initiation Subjects listen to boring group discussion Cognitions: C1: This group was boring C2: I endured considerable embarrassment to join this group (counter-attitudinal behavior) Attitude change in Harsh initiation group

Jaccard--post-decisional dissonance: 

Jaccard--post-decisional dissonance Subjects engage in unrelated task Offered choice of #1 (popular) or #4 (less popular) record album as payment Induced to pick #4 (in dissonance condition) Attitudes toward albums rated C1: I like album #1 better C2: I chose album #4 (counter-attitudinal behavior) RESULT: positive attitude change toward #4

Y2K Predictions: 

Y2K Predictions Prediction of government conspiracy using anticipated Y2K problems as a cover to further limit citizen rights Problems didn’t happen Y2K--government hoax? Internet writers (calling attention to the conspiracy) forced government to back down