PSY100H1 Chapter Notes - Chapter 13.3: The Peripheral, Youth Detention Center, Leon Festinger
13.3 ATTITUDES, BEHAVIOURS, AND EFFECTIVE COMMUNICATION
CHANGING PEOPLE’“ BEHAVIOUR“
- ost oo appoahes take to attept to hage puli’s ehaiou o a lage
scale:
o Technological – making desired behaviours as easy as possible through changing
the technologies and structures that influence people
o Legal – get the laws right and people will behave in the desired way
o Economic – financial incentives and penalties – through taxes and pricing
o Awareness – get the information right, educate people
- Public have to support the change for it to work
Persuasion: changing attitudes through communication
- Elaboration likelihood model: when audiences are sufficiently motivated to pay
attention to a message and they have the opportunity for careful processing, they will be
persuaded by the facts of the argument, the substance; when either of these two factors
(motivation and opportunity) are missing, people will tend to be persuaded by other
factors
- The central route to persuasion: occurs when people pay close attention to the content
of a message, evaluate the evidence presented, and examine the logic of the argument
- Peripheral route to persuasion: persuasion will depend upon other features that are not
directly related to the message itself, such as the attractiveness of the person delivering
the information
o Not as poeful ut it’s ofte a supeio oute eause it’s easie
USING THE CENTRAL ROUTE EFFECTIVELY
- 2 key factors – motivation and opportunity → to keep audience engaged
Make it Personal
- Important to motivate people to care to pay attention
- Ways to it → ask them to imagine themselves in the situation
o Experiment → try to get people to subscribe to cable TV
o Group that asked people to imagine themselves in the situation, got 47%
subscribed compared to facts – only 19.5%
- Construal-level theory: how information affects us differently depending on our
psychological distance from the information
- Psychological distance depends on – geography, temporal factors, social factors, how
abstract the info is and the level of certainty one feels about the outcome
Value Appeals
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Document Summary
Public have to support the change for it to work. The central route to persuasion: occurs when people pay close attention to the content of a message, evaluate the evidence presented, and examine the logic of the argument. 2 key factors motivation and opportunity to keep audience engaged. Important to motivate people to care to pay attention. Construal-level theory: how information affects us differently depending on our psychological distance from the information. Psychological distance depends on geography, temporal factors, social factors, how abstract the info is and the level of certainty one feels about the outcome. North americans are more egoistic focus on self environmental messages might be more effective if framed in egoistic terms. More persuasive if you acknowledge opposing arguments. More likely to make audience see you as trustworthy and honest. Helps the audience resist the opposing argument in the future. Attitude inculation: strategy for strengthening exposing people to a weak counter- argument and then refusing that argument.
