Attitude change

Theories of attitude change: Cognitive dissonance Persuasive communication Dual-process theory

Evidence relating to these theories

psyc

hlot

ron.

org.

uk

Consistency principle

Affect

Cognition

Behaviour

psyc

hlot

ron.

org.

uk

Cognitive dissonance

Based on the consistency principle Dissonance = disagreement Attitude change occurs when a person

has a need to reduce the dissonance between: Different aspects of same attitude Different attitudes Attitude & behaviour

psyc

hlot

ron.

org.

uk

Cognitive dissonance

Affect

Cognition

Behaviour

Affect

Cognition

Behaviour

Affect

Cognition

Behaviour

Affect

Cognition

Behaviour

Dissonance within attitude

Dissonance within attitude

Dissonance within attitude

psyc

hlot

ron.

org.

uk

Cognitive dissonance

I smoke

I enjoy cigars Smoking kills

people

How could Sigmund reduce his cognitive dissonance?

psyc

hlot

ron.

org.

uk

Cognitive dissonance

Festinger & Carlsmith (1959) PPs spent some time doing a tedious task;

were then offered either $1 or $20 to tell another PP it was interesting & enjoyable

PPs were later asked to rate how enjoyable the task had been

How do you think the ratings might differ between the $1 and $20 conditions?

psyc

hlot

ron.

org.

uk

Cognitive dissonanceH

ow

en

joyab

le?

Control

(task only)

$1 payment $20 payment

psyc

hlot

ron.

org.

uk

Persuasive communication

The idea that attitude change is brought about by conveying information.

Success depends on 3 factors: Source of message Content of message Nature of target

psyc

hlot

ron.

org.

uk

Persuasive communication

Source: Expert Trustworthy Credible Attractive

NB: sleeper effects – nature of the source matters less after a delay

psyc

hlot

ron.

org.

uk

Cognitive dissonanceA

ttit

ude c

han

ge

Immediate 4 weeks later

high credibilitylow credibility

Hovland & Weiss (1952)

psyc

hlot

ron.

org.

uk

Persuasive communication

Content: Fear & anxiety

Not enough or too much and people will ignore the message

One or two sided argument One sided if target is already leaning

towards the source’s position Two sided if the target is intelligent

psyc

hlot

ron.

org.

uk

Persuasive communication

Target: Intelligence Age, gender Strength of existing views

psyc

hlot

ron.

org.

uk

Dual process theory

The likelihood of attitude change is determined by how the target processes the message Superficial (peripheral) processing Systematic (central) processing

Which ‘route’ is taken depends on the relevance of the message to the target

psyc

hlot

ron.

org.

uk

Dual process theoryM

ess

ag

e

High relevance

Low relevance

Central route

Peripheral route

Thorough processin

g

Superficial

processing

Sound, logical arguments required

The elaboration-likelihood model (Petty et al, 1994)

Dual process theory

Petty et al (1981) Student attitudes towards taking an

additional examination Two IVs:

Level of involvement Strength of arguments

psyc

hlot

ron.

org.

uk

Dual process theoryS

tren

gth

of

arg

um

en

t

Weak

Str

on

g

Level of involvement

High Low

Petty et al (1981)

Resistance to change

Reactance Forewarning Selective avoidance

psyc

hlot

ron.

org.

uk