Processes of persuasion and cognitive consistency in forming attitudes

It turned out that both the harsh and the mild threat were sufficient to prevent the children from playing with the forbidden toy—none of the children actually did so.

cognitive dissonance theory

The effects of message framing on mammography utilization. The message was supposedly prepared either by an expert source the Carnegie Commission on Higher Education, which was chaired by a professor of education at Princeton University or by a nonexpert source a class at a local high school.

Psychologist Leon Festinger defined cognitive dissonance as psychological discomfort arising from holding two or more inconsistent attitudes, behaviors, or cognitions thoughts, beliefs, or opinions. Subjects listened to a tape of a man enthusiastically describing a tedious peg-turning task.

what is persuasion

Only later did I remember that I had read the story while I was waiting in the supermarket checkout line, and that I had read it in the National Enquirer! Section 3.

Cognitive dissonance and persuasion

The affective component of an attitude grows into a reflex that is intertwined with new emotional responses. Although he knows that it is important to study and to get to his classes on time, he nevertheless realizes that, at least in this case, he neglected his schoolwork in favor of another activity. When we go to the store and have to pick only one out of 30 different types of chocolates, we have more opportunities for postdecisional dissonance. Attitudes are generally understood to have three components: affective or emotional features, behavioral or action components, and cognitive aspects related to thought and beliefs. Research on this technique also illustrates the principle of consistency Cialdini, : Our past behavior often directs our future behavior, and we have a desire to maintain consistency once we have a committed to a behavior. In some cases, people may be unsure about their attitudes toward different attitude objects. The central route to persuasion works best when the target of persuasion, or the audience, is analytical and willing to engage in processing of the information. There are numerous theories of attitude formation and attitude change. Strong attitudes are more difficult to change than are weak attitudes, and we are more likely to act on our strong attitudes. If you play with it, I would be very angry. In the video, Mike and Rebecca go to the campus bar and drink and dance. This is commonly seen in modern advertisements that feature celebrities.

Wilson and Schooler Wilson, T. Furthermore, and according to random assignment to conditions, half of the children were threatened with mild punishment if they disobeyed and the other half were threatened with severe punishment. Persuasion is the process of changing our attitude toward something based on some kind of communication.

One possibility is that Joachim could simply change his behavior by starting to study more and go out less.

changing attitudes through persuasion

In terms of anchoring and adjustment, when an anchor the heavy weight approaches the range of possible judgments the six weight classesthe categorization or judgment shifts from contrast to assimilation. It gets worse. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral [link].

Attitudes and persuasion

On the other hand, as you can see in the bottom panel, the students who were in the high personal relevance condition left side were strongly influenced by the quality of the argument, but the low personal involvement students right side were not. On the other hand, my cognitions are more negative—I know that eating too much ice cream can make me fat and that it is bad for my coronary arteries. Journal of Experimental Social Psychology, 32 1 , — If you think that advertisers and marketers have too much influence, then this section will help you understand how to resist such attempts at persuasion. Imagine for a minute the case of Magritte, a year-old high school student. My attitude toward chocolate ice cream is composed of affect, behavior, and cognition. He has signed on to the military for four years, and he cannot legally leave. The message was supposedly prepared either by an expert source the Carnegie Commission on Higher Education, which was chaired by a professor of education at Princeton University or by a nonexpert source a class at a local high school.
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Attitudes and Persuasion