February 23rd, 2000

 

 

Type of Processing

 

      Superficial (Heuristic)                                                                     Systematic

             Characteristics                                                                          Characteristics

Don’t think too hard                                                                         Strain the brain

Focus on obvious cues                                                                     analyze arguments

Process superficially                                                                         Process systematically

 

                  Because                                                                         Because

Low motivation High motivation

   - issue not relevant                                                                           - issue is relevant

   - don’t like to think                                                                           - like to think

   - good mood?                                                                                  - bad mood?

 

Low capacity                                                                                   High capacity

   - Little knowledge                                                                            - knowledgeable

   - distracted                                                                                      - focused

-         good mood?

 

         Most common cues                                                                    Most common cues

Speaker characteristics                                                                     strength of arguments

Number of arguments

 

Can get attitude change with either, but if get it with systematic, it tends to last longer.

 

 

Classical conditioning of attitudes:

Associate attitude object with something positive or negative.

 

Hovland/Yale approach: still coping with remains of behaviorism:

 

Attitude Change:

   Who (The Speaker)                                                                     

   --source credibility

   --source trustworthiness

 

Said What (content)

   --order of arguments

   --1 vs. 2 sided arguments

 

Under What Circumstances

   --mood manipulation

   --distraction

 

To Whom (Audience)

   --NFC

   --Motivation

   --Capacity

 

 

Source Credibility:

   Who: Expertise: if believe an expertà you are more persuaded

Talk faster: create the appearance of being an expert. More persuasive.

 

Superficial: Physical attractiveness: more likely to trust people who are attractive. Especially if attractiveness fits with object.

 

Trustworthiness: Is person motivated to tell you the truth? If person says something that goes against what you’d expect then you really believe them.

 

 

Content:

   Present both sides or just your own case? Depends on the audience. If audience already on your side, only present your side. If audience not on your side, present both sides.

 

 

Under What Circumstances?:

   Distraction: listen to message with and without 3-stooges tape (with no sound). People more persuaded when distracted – less systematic processing.

 

Mood manipulations: lots of effects. Classical conditioning with mood. See figure 7.8.

Depressive realism: when depressed, more accurate, more aware of what is wrong with the world, spend more time thinking. If in a good mood, don’t want to mess it up.