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Attitude (Persuasion (2 Types: (Fear (Does high fear always work? …

- - - - Levanthal (1970)
        participants were more eager to quit smoking after watching a highly gory of lung cancer operation (high-fear) vs. a chest x-ray of lung cancer (mid-fear) and a simple recommendation to stop smoking (low-fear)
      - Does high fear always work?
        Leventhal (1970)
        high self esteem - responded to a close up big screen showing serious motor vehicle accidents
        low self esteem - responded to a smaller further screen showing the same accidents
        
        People with low self esteem cannot always cope with the threats to self and can only be persuaded by a lower level of fear
      - Most effective when...
        
        scares the hell out of people
        
        gives specific instructions on overcoming the fear inducing threat (eg. global warming, lung cancer)
        
        the recommended action is effective against the threat
        
        the person believes they can perform the recommended action
    - - Carlsmith & Gross (1969)
        Guilty participants - apply electric shocks when a learner gives the wrong answer
        Not Guilty - press a buzzer for wrong answers
        then
        participants asked by the learner to make phone calls on behalf of some committee: Guilty participants were 3 times more likely to comply
        
        3 possible explanations....
        Sympathy - watches someone get shocked then asked to make phone calls
        Resititution - shocks person, then victim asks about the phone calls
        Guilt - shocks person, then unrelated person asks to make the phone calls
        Only restitution and guilt result in increased compliance