ATTITUDE CHANGE
Process through which out attitudes are modified
- Can be spontaneous (independent learning)
- Can be deliberate (persuasion from others)
People do not approach new information rationally or impartially
Existing attitudes will bias engagement with new information
Attempts to change attitudes can lead to attitude polarisation (attitudes become more extreme)
SELECTIVE EXPOSURE
Attitudes influence exposure to new information
Consistency motives:
- Promote searching for attitude-consistent information
SELECTIVE INTERPRETATION
Attitude influences interpretation of new information
BIASED ASSIMILATION
Interpret new information in a way that aligns with existing attitudes
More readily accept attitude-consistent information
ATTITUDE RESISTANCE STRATEGIES
- Attitude bolstering
- Counter arguing
- Source derogation
- Source validation
- Assertions of confidence
- Negative affect
ATTITUDE BOLSTERING
Generating thoughts that support existing attitude without directly refuting attitude-inconsistent information
COUNTER-ARGUING
Generating rebuttals or counter-arguments to attitude inconsistent information
SOURCE DEROGATION
Insulting the source, dismissing their credibility
SOURCE VALIDATION
Bringing to mind others who share existing attitude
ASSERTIONS OF CONFIDENCE
Claiming that nothing and no one will ever be able to change our mind
NEGATIVE AFFECT
Getting angry, irritated and upset
WHY DO WE RESIST PERSUASION?
- moralisation
- difficulty
- psychological reactance
- reluctance to change
- concerns of deception
- desire for cognitive consistency
MORALISATION
Makes attitudes not just a matter of opinion, but a moral issue
DIFFICULTY
Difficulty associated with change, making it easier to reject new information
PSYCHOLOGICAL REACTANCE
if persuasion attempt is perceived to threaten one’s sense of autonomy, freedom, or independence
RELUCTANCE TO CHANGE
It involves uncertainty and lack of control
CONCERNS OF DECEPTION
Especially for those who think their existing beliefs are already correct, accurate, true.
DESIRE FOR COGNITIVE CONSISTENCY
Can lead to rejection of dissonance-arousing information
FACTORS INFLUENCING ATTITUDE CHANGE
- Message quality
- Source credibility
- Source vested interest
- Source attractiveness
- Source likability
- Source group membership
MESSAGE QUALITY
Stronger arguments -> greater attitude change
SOURCE CREDIBILITY
More credible source -> greater attitude change
Perceived to have greater expertise and trustworthiness
Credible sources aren’t always correct
May have vested interests
SOMETIMES sources low in credibility elicit attitude change
SOURCE VESTED INTEREST
Individuals stake in the issue
Lower attributions of vested interest -> greater attitude change
SOURCE ATTRACTIVENESS
More attractive source -> greater attitude change
SOURCE LIKABILITY
More likeable source -> greater attitude change
