PC Week 2

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• Attitudes Latent constructs, with differing components
• Evaluative responses (1) Cognitive - Beliefs/Opinions
• Evaluative responses (2) Affective - Feelings/Emotions
• Evaluative responses (3) Behavioral - Actions/Conduct
• Evaluative responses are regarded Consequences of attitudes, which responses can be attributed to
• Attitude characteristics (1) Focus on object, person, organization etc
• Attitude characteristics (2) Evaluative, either positive or negative
• Attitude characteristics (3) Can be based on beliefs about characteristics of object in focus
• Attitude characteristics (4) Can be based on affective responses to object in focus
• Attitude characteristics (5) Can have negative implications for behavior towards the object in focus
• Targeting based on preference Important to know if the attitude is result of affective/cognitive responses
• Dual process models Models that try to differentiate between information processing, and their superficial equivalent
• ELM Processing of information through two routes
• Central processing Attitude formed after careful consideration, and analysis of core characteristics of the object (quality of arguments plays big part)
• Peripheral route Less consideration, looking at characteristics which are more indirectly associated with the object
• Factor of deciding ELM route (1) Time to process
• Factor of deciding ELM route (2) Ability to analyze (cognitive ability)
• Factor of deciding ELM route (3) Motivation to analyze (Self-relevance)
• Self-relevance When something is important to us, we think more of it
• Need for cognition How 'enjoyable' it is to analyze a topic. Higher likelihood of thinking of the argument quality
• Heuristic systematic model Both ELM routes can work simultaneously
• Value-expectancy model Attitudes are generated from internal cost/benefit analysis to form an attitude
• Measuring attitudes Likert/semantic differential scales (Easy measurement, and comparisons to compare different attitudes)
• Theory of Reasoned Action/Planned Behavior Attitude from cost/gains analysis. Simply ask for a positive/negative opinion
• Implicit attitude measures Investigates automatic associations from seeing an object. Good for researching sensitive topics
• Evaluative priming Seeing one positive image makes it easier to recognize other positive images of a sequence, and reject negatives
• Implicit association test Compares how fast we can categorize attitude objects, when coupled with (positive/negative) words
• Polling (measure behavior) Can lead to issues for more complex behaviors, questionnaire will be long
• Observing behavior (measuring behavior) Effective but invasive, privacy sensitive
• Argumentation studies Academic discipline of how to reach conclusions through reasoning
• Persuasive argumentation Using arguments as means of persuading or convincing others
• Syllogism Combination of two statements results in an unavoidable conclusion
• Valid argument If premises are true, we cannot falsify the conclusion logically
• Sound argument Argument is valid, because statements/premises are true
• Unsound argument Argument is valid, but statements/premises are untrue
• Modus Ponens (Affirms) People who shower do not smell, therefore I do not smell
• Modus Tollens (denies) If I smell, it means I have not showered
• Deductive arguments Top-down, general statement leading to a specific conclusion
• Inductive argument Specific statements lead to general conclusion (can hardly ever be true)
• Motivation from personal involvement Generates greater interest in the individual
• High involvement situations Argument quality matters much
• Primacy Put greatest argument first, if there is a time difference in the statements, we are more likely to remember the last argument
• Recency Last argument will be remembered
• Repetition of statements We are more likely to remember the argument, but it can become boring to listen to
• Arguments from multiple sources Social proof, if more people think this way it must be true
• Credibility generates from Expertise, empathy, reliabiltiy
• Rhetorical questions Questions from which we expect no answer
• Rhetorical questions persuasive powers Make us think more, creates positive feelings about products, can suggest agreements
• Suggestive question Yes/No question involving expectation
• Suggestive question example Do you listen to your body?
• Paradox Seems illogical, but becomes logical as you think of it
• Paradox example It's hot to be cool
• Euphemism Make something sound more acceptable
• Euphemism example Peace process instead of war
• Prolepsis Highlighting a word at the front of the sentence
• Example of prolepsis Coke it is
• Tautology Saying the same thing twice, but different words
• Tautology example Scream and shout
• Pleonasm Saying same thing twice, but using different forms of speech
• Pleonasm example Free gift
• Metaphor Word is logically linked to another word
• Example metaphor Love is like a rose
• Enumeration Highlighting word by repeating it
• Enumeration example Rules are rules
• Way figures of speech affect interpretation (1) Emphasizes one particular aspect of an argument
• Way figures of speech affect interpretation (2) Influences valence of an event
• Way figures of speech affect interpretation (3) Makes specific information more cognitively available
• Persuasion method Concentrate on the consequences most relevant, rather than the likelihood of them appearing
• Focus interview Insight into human assessment processes
• Benefit of focus interview Emphasize factors important to a group to persuade
• Problem 1 of persuasion pointing out consequences People can begin to view outcomes as irrelevant
• Problem 2 of persuasion pointing out consequences People can think there is a small likelihood of outcomes manifesting
• Anecdotal evidence More convincing than statistical evidence, stories appeal to imagination and personal experience is impactful
• Behavioral determinant (Cognition) Choosing a brand for its instrumental advantages
• Behavioral determinant (Social Norm) Choosing a brand based on social belief
• Behavioral determinant (Personal Norm) Choosing a brand based on personal beliefs
• Behavioral determinant (Affect) Choosing a brand based on how it makes us feel
• Findings on VDP Article Emotional strategy most effective, but all (emotion, persuasion, relationships) strategies proved efficient in changing belief

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