1
Q
Why do people conform?
A
- Tied to people and categories e.g gender and group membership
- System 1 = 1 looking at others to see what we are supposed to do
- Informational influence: Desire to be right changes our minds
- Normative influence: Desire to be liked changes public behaviour not private opinions = protective
2
Q
When is conformity higher?
A
- Informational influence more likely to occur when tasks are ambiguous
- Normative: When people depend on the group for rewards or will interact with them in the future
- Normative: Deviants in a group expect and receive more negative evaluations from others.
3
Q
When does conformity first happen and how does this evolve?
A
- Occurs first for public behaviour, but this behaviour may cause people to change their private beliefs
- ” we are what we pretend to be”
4
Q
When do people conform? (Conditions)
A
- Commitment to the group: greater commitment leads to greater pressure for conformity
- Group unanimity: one dissenter can reduce the amount of conformity, you don’t like people in your group who support other ideas
- Group size: Other people hold the same view = upto 7 people
- Desire for individualisation: spite/creative dissent
5
Q
What did Moscovici do?
A
- Six people groups rated colour of slides either blue/green
- 2 people were confederates, and said green consistently
- 1/3 reported seeing at least one green slide
6
Q
What affects minority influence?
A
- Consistent: not rigid, you have put thought into it
- Effective refutation: speaking directly to an opposing argument
- How similar minority is to majority: people sound/look like you
7
Q
Why is minority effective?
A
- Dual process theory: minorities elicit conversion/innovation and majorities elicit conformity.
- Someone ingroup supporting outgroup theory causes Arousal = anxiety = system 2
8
Q
What is a study looking at media?
A
- It is more than face to face interactions with people
9
Q
How effective is media in persuasion?
A
- Scope of message dissemination
- Others are watching e.g someone goes missing = uniquely important about this person because so many people are watching it.
- When aware that others are watching the same event = starts shared attention effect where deeper processing occurs
10
Q
How is the media effective?
A
- People that want to convince you are people who make money doing it e.g ads
- Comparison of attitudes held to those who consume different ads and media
- Retrospective self-report is fallible & self-presentation biases
- Self-selection because we do not watch passively
- Seek out what we already believe
11
Q
What was a study showing how effective media is?
A
- Politically motivated people are more likely to consume congruent political media than less motivated
- People look at opposing arguments to bolster their own view
12
Q
How is social media affecting persuasion?
A
- More than entertainment and social networking
- Becomes primary source for disseminating others opinions
- Facebook does not police political content, and instead algorithms focus on super users (3% of users)
13
Q
What is naïve realism in persuasion?
A
- Associations between consumed content, attitudes and behaviour
- When exposed to both sides, the other side is biased
14
Q
How does media shape reality?
A
- Impacted by something being a major issues e.g media gets you talking about things
- Decides what is important
- More males than females, Speaking roles of minorities etc.
- TV overrepresents crime and heavy viewers endorse more prejudice views
- Cause effect issue
15
Q
How does media cause resistance?
A
- Bolsters and shapes worldview
- System 1: Motivation, Attention, Cognition, Emotion
16
Q
Study of resistance in media?
A
- Surgeon links smoking and cancer
- 40% of smokers found the document flawed and 10% of non-smokers
- Danger should be salient but brains respond selectively to info that maintains worldview
- Consistency motivation, selective attention, biased evaluation to avoid anxiety.
17
Q
What is attitude inoculation:
A
- Weakened version of an idea of a worldview that makes you think other ideas are stupid
- Attacks beliefs engages background knowledge to counteract a larger attack
- Bolsters world view = hinders system 2 & cognitive conflict
- Done via Strawman Phrases so next time you hear them you disregard them
18
Q
What is persuasive reactance?
A
- People feel their freedom to perform behaviour is threatened = resistance aroused = reduced by performing prohibited behaviour
- Asserting agency and reactance theory: don’t do it because that is demanded
- Causes cognitive conflict
19
Q
Study of persuasive reactance:
A
- Campus bathroom with graffiti
- Either please do not write, or do not do it.
- Please got less graffiti
20
Q
What is knowledge defence?
A
- Know something so well that it is system 1 = 1 motivated to defend
- Study showed environmental pro-preservation students split into 2: high/low knowledge
- Presented groups with arguments that preservation was not necessary
- High knowledge reissted message and generated a high number of counter arguments
- Low knowledge shifted attitudes
21
Q
What are public commitments?
A
- Plays on hypocrisy, powerful resistance to chaning attitudes later on
- Study shows that when reporting attitudes on social issues in casual setting with classmates and friends = more resistant to counter-attitudinal messages than control
- Hypocrisy works because you want to avoid it
- Leads to cognitive conflict and ego defence: we can be trusted
PS2026 - Human Beh
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