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Can persuasion effectively impact our attitudes towards social behaviours?…
Can persuasion effectively impact our attitudes towards social behaviours?
Persuasion
Theories
Yale Communication Approach
:
the
source
, the
message
and the
audience
Source: more often trusted when the information comes from experts in the field
Message: aims to evoke a form of emotional response, which can be done through the use of music
Audience: people between the ages of 18-25 as well as people who are not as intelligent are more susceptible to attitude change via advertisements
Elaboration Likelihood Model
:
Considers the variables for how a message can be delivered -
central
and
peripheral
routes
Ties in with the Yale Communication Approach
Central Route:
very direct and 'in your face' message
more effective for high-level thinkers and people who are not as easily convinced
driven by logic, and uses facts to convince their audience
often about more serious topics, and presented by professionals or experts in the field
Peripheral Route:
focuses on more peripheral cues rather than outrightly stating a message; relies on emotional association to positive characteristics and ideas
often not about serious issues, and more commonly used to advertise a product
Experience
:
Direct:
attitudes that are formed through personal experience
these attitudes tend to be very strong and hard to change
Indirect:
attitudes that are formed through exposure to a person's personal experience with something
OR attitudes that are formed through exposure to a topic; via advertising, etc.
Persuasion is defined as:
a type of social influence; changing a person's attitudes towards something through a form of communication with another party
is often seen in advertising, or used by politicians trying to gather votes
Strategies
Norm of Reciprocity
:
based on the social norm where someone will feel obliged to return a favour when done one
someone does you a favour, and they ask a favour of you in return; you will be more likely to do what they ask of you than if they had just asked you straight off the bat
Door in the face
:
where someone asks for a large, unreasonable request to begin with, before following up with something smaller and more reasonable (supposedly what they wanted to begin with)
this approach only works if the initial request is declined
Foot in the door
:
where a small, reasonable request is asked for to begin with, and slowly builds up into a larger request
rather than asking for the larger request first, they ask for something smaller and slowly build up so the target will agree with the smaller request
Social Behaviours
Social behaviours are defined as:
the way individuals interact and influence each other
ties to social influence, which talks about speciific ways people can influene other's behaviours
Examples of negative social behaviours:
bullying and harrassment; verbal, physical
assault; physical, sexual
smoking, vaping
drink driving (or driving under the influence of any substances)
domestic abuse and violence
substance abuse
manipulation; gaslighting, guilt tripping, projecting, constantly pushing the blame, etc.
Types of social influences:
Obedience
performing an action under the orders of an authority figure
Conformity
social pressure (from a group, clique or society in general) to act a certain way
Persuasion
changing a person's attitudes through communication with an external party
Attitudes
ABC Model
: The ABC Model is used to describe the structure of attitudes and the components of a person's attitudes towards something.
A
ffective: refers to a person's feelings and emotions regarding an idea
B
ehavioural: refers to the actions a person takes based on their ideas and beliefs.
C
ognitive: refers to a person's beliefs and personal opinions on an idea.
Attitudes are defined as:
the tendency to evaluate things in a certain way.
they can be positive, negative, neutral or ambivalent (meaning both positive and negative)
Research Designs
Data Types
Subjective
:
data that differs from person to person; based on personal opinions and beliefs, rather than facts or objective information; eg. body image satisfaction, happiness, confidence levels, etc.
Objective
:
data that is based on facts and non-opinion-based information; eg. participant's heartrate, height, weight, eye colour, etc.
Design Types
Experimental
:
where a variable is manipulated by researchers in order to measure for the change in the dependent variable
artificial environment
PROS:
can create a cause/effect relationship between IV and DV
artificial environment provides lots of control over usually uncontrollable extraneous variables
CONS:
artificial environment means that it may not be applicable to real world scenarios
Observational
:
where researchers observe for variable change when exposing participants to different environments
researchers do not interact with participants at all
PROS:
no form of experimenter bias; lack of outsider influence could lead to more realistic results
more natural environment due to lack of too much control and artificiality
CONS:
difficult to control variables; experimenters have lower control in comparison to other design types
only surface level variables can be observed and information can only be assumed to be true
Qualitative
:
where researchers collect non-numerical data via. questionnaires, surveys, participant self-reporting, etc.
PROS:
can get more specific and personal data
more flexible
CONS:
experimenter bias is common, especially due to leading questions
data can be hard to compile into graphs and tables of easily digestible info.
sample size might be too specific, small or targeted
Sample vs. Population
Population:
refers to the general, whole collection of the group being measured
Sample
: specific group being researched on
depending on the specificity of the sample group, data can sometimes represent the entire population
Variables
Independent
:
the variable that is controlled/changed to affect the DV
Dependent
:
the variable that is affected by the IV and measured for change
Controlled
:
variables that are kept the same consistently, to allow for a fair and valid experiment that can be easily repeated
Extraneous
:
variables that are uncontrollable
confounding
variables, more specifically, are
extraneous variables that could have an impact on results
participant
variables are to do with unchangeable facts about the participant; eg. their gender/sex, age, height, etc.
situational
variables have to do with the environment and surroundings that cannot be controlled by the experimenters; eg. weather outside, temperature, external noise and distractions, etc.
experimenter
variables are to do with the experimenter/researcher and unintentional actions they do that may impact results
demand characteristic
variables are to do with accidental cues that may lead a participant to answer or act in a certain way to conform to what they think is the expected outcome
Ethics
Debriefing/Deception
: where researchers debrief participants at the end of an experiment, ESPECIALLY if deception is used at any point
Right to Withdrawal
: where participants are provided the opportunity to withdraw from the expperiment at any point in time if they are uncomfortable
Informed Consent
: where participants are aware of the purpose of the experiment they sign up for
Voluntary Participation
: where participants are willingly participating, and are not dragged into experiment against their knowledge or will
Confidentiality
: where the identities of the participants are kept anonymous, and personal information is kept confidential
Accurate Reporting
: where results are accurately portrayed in published reports, with no change to any data for reasons such as fitting the expected result
Impact
Impact is defined as:
having a strong effect on someone or
something
synonymous to "influence" (see social
behaviours branch)