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Module 4: Attitudes and Persuasion

Instructor Notes

In this module, we will begin our discussion by looking at how attitudes are defined by the ABCs of social psychology—affect, behavior, and cognition—noting that some attitudes are more affective in nature, some more cognitive in nature, and some more behavioral in nature. We will see that attitudes vary in terms of their strength such that some attitudes are stronger and some are weaker. And we will see that the strength of our attitudes is one of the determinants of when our attitudes successfully predict our behaviors.

Then we will explore how attitudes can be created and changed—the basic stuff of persuasion, advertising, and marketing. We will look at which types of communicators can deliver the most effective messages to which types of message recipients. And we will see that the same message can be more effective for different people in different social situations. We will see that persuasive messages may be processed either automatically (i.e., in a rather cursory or superficial way) or thoughtfully (with a greater focus on the argument presented) and that the amount and persistence of persuasion will vary on the processing route that we use. Most generally, we will see that persuasion is effective when the communication resonates with the message recipient’s motivations, desires, and goals (Kruglanski & Stroebe, 2005).

This week contains a number of “Major Points” with videos and discussion and assignment prompts to support the topics. This chapter contains an abundance of content. As an instructor, you will want to choose just 1 or 2 videos and perhaps just a few of the “Major Points” to cover and meet the learning outcomes of your course. You may wish to reference the “How to use this Resource” section for ideas on how to tailor your course offering.

Readings

Chapter 4: Attitudes, Behaviour and Persuasion in Principles of Social Psychology – 1st International H5P Edition.

Teaching Materials

Student Tasks

Major Points

Key Takeaways

Bonus Tip: You can find the Key Takeaways in a green textbox at the bottom of each chapter page in the textbook.

  1. Attitudes and Behavior
    1. Attitude strength
    2. Attitude consistency
    3. Theory of planned behavior
    4. Sleeper effect
  2. Two routes of persuasion
    1. Central route
    2. Peripheral route
  3. Persuasion appeal
    1. Source, Message, Audience
    2. Foot-in-the-door technique
    3. Door-in-the-face technique
  4. Resisting persuasion
    1. Forewarning
    2. Inoculation
    3. Psychological reactance
    4. Self-perception

Videos

YouTube

Ted Talks

Lessons in Propaganda: Slavko Martinov at TEDxChristchurch is licensed under a CC BY-NC-ND 4.0 International License. (17:32)

The Power of Influence | Shawn King | TEDxDalhousieU is licensed under a CC BY-NC-ND 4.0 International License. (16:39)

How you can change someone’s mind? (hint: facts aren’t always enough)-Hugo Mercier is licensed under a CC BY-NC-ND 4.0 International License. (4:39)

Discussion

Discussion

Tell a story–  in writing or comix – of a time when playing a video game (or other game or sport) persuaded you to change your behaviour or attitude for the worse. Explain using the concepts from this chapter exactly how you were persuaded to change. What kind of video game (or other game or sport) would  persuade you to change for the better?

Assignment

Assignment:Commercials

Watch the video “Top 10 Famous Funny Car Commercials” (9:26)

Choose two of these. Describe and analyze each advertisement separately.  Include the following analyses:

    1. Characteristics of the primary person/event/scene (gender, age, family/social/office setting, mountains etc.)
    2. Type of the persuasive strategy
      • Central or Peripheral Route of persuasion
      • Specific technic; e.g., Foot-in-the Door, Low Balling
    3. Examine the Source, Message, & Targeted Audience
      • Source: e.g., Sports star, Scientist
      • Message: e.g.,  Logic or Emotion (“Central” or “Peripheral” )
      • Targeted Audience: e.g., New mothers
    4. Subtle/Indirect/Hidden messages about values and what is appropriate, attractive, desirable
      • Social stereotypes; e.g. a “good woman” is the one who does the laundry, cooks, and cleans
      • Values; e.g., happiness is being young, attractive, wearing expensive designer clothes,
        drinking beer while sailing
    5. Concluding remarks on the influence of these messages on our thoughts, feelings and behaviour

Bonus Alternative Assignment Idea!

Ask learners to create their own 30 – 60 sec radio commercial advertising the following new tech innovations:

  • mood-sensing mobile phone
  • breath mint that also relieves bloating and gas
  • a roaming vacuum (Roomba-like) that will also deliver your favourite beverage when summoned.

Be sure to use two of the listed psychological strategies in designing your ad. Post your radio commercial with a description of all the strategies you employed to persuade buyers to purchase your product.

Then, after listening to all the ads, vote which one ad is MOST persuasive and explain why it is successful.

  • What product would you most likely buy and why?
  • Which product would you be least likely to buy and why?

 

Content Attributions

The instructor notes are adapted from Principles of Social Psychology – 1st International H5P Edition by Dr. Rajiv Jhangiani and Dr. Hammond Tarry which is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

License

Social Psychology Copyright © by Krista Lambert. All Rights Reserved.

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