West Virgina 4.7.11 #5 Attitude Change

8/7/2019 West Virgina 4.7.11 #5 Attitude Change

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Attitude Change and Persuasion Attitude Change and PersuasionTechniques from the SocialTechniques from the Social

SciencesSciences



Giving ReasonsGiving Reasons

The word ³because´ The word ³because´



ReasonsReasons

³Excuse me. I have 5 pages. ³Excuse me. I have 5 pages.

May I use the Xerox machine.´ May I use the Xerox machine.´

Compliance 60%Compliance 60%

(Langer et al., 1978)(Langer et al., 1978)



ReasonsReasons

³Excuse me. I have five pages. ³Excuse me. I have five pages.

May I use the Xerox machineMay I use the Xerox machine

because I¶m in a rush.´ because I¶m in a rush.´

Compliance 94%Compliance 94%




ReasonsReasons

³Excuse me. I have 5 pages. May I use ³Excuse me. I have 5 pages. May I usethe Xerox machine because I need tothe Xerox machine because I need tomake some copies.´ make some copies.´

93%93%




Writing It DownWriting It Down

Writing it down and handing it inWriting it down and handing it in

Writing it down and erasingWriting it down and erasing

Keeping it in their headsKeeping it in their heads

(Deutsch & Gerard, 1955)(Deutsch & Gerard, 1955)



Writing It DownWriting It Down

Customer writes out sales receiptsCustomer writes out sales receipts

³I like x [this product] . . .´ ³I like x [this product] . . .´

Even random assignments workEven random assignments work

(Cialdini, 1993)(Cialdini, 1993)





Taking a Public StanceTaking a Public Stance

Hung JuriesHung Juries

More Common with Open BallotsMore Common with Open Ballots

(Kerr & (Kerr & McCounMcCoun, 1985), 1985)



Implications: Writing AssignmentsImplications: Writing Assignments

& Hung Juries& Hung Juries

Writing assignments importantWriting assignments important

Writing assignments can be assignedWriting assignments can be assigned

Assign antiAssign anti--offending attitudesoffending attitudes

Group crucialGroup crucial

No commitment to denialNo commitment to denial Public commitment to family, friends,Public commitment to family, friends,

etc.etc.



Start Small & BuildStart Small & Build

ConditionCondition Large BillboardLarge Billboard

Cold ApproachCold Approach 17%17%

Previous 3´ signPrevious 3´ sign 76%76%

(Freedman & Fraser, 1966)(Freedman & Fraser, 1966)




Previous petition on state beautificationPrevious petition on state beautification

50% billboard compliance on driver safety50% billboard compliance on driver safety

(Freedman & Fraser, 1966)(Freedman & Fraser, 1966)




Prisoner of W

ar CampsPrisoner of W

ar Camps

³The United States is not perfect.´ ³The United States is not perfect.´

³In what ways?´ ³In what ways?´

³In a communist country unemployment is ³In a communist country unemployment isnot a problem.´ not a problem.´

Use of name & statement in broadcastUse of name & statement in broadcast

Political essays: Small rewardsPolitical essays: Small rewards



Implications:Implications:


Successive ApproximationsSuccessive Approximations

Related petitions, etc.Related petitions, etc.



Small InducementsSmall Inducements



Energy ConservationEnergy Conservation

& Public Praise& Public PraiseConditionCondition ComplianceCompliance

PromisedPromised No ChangeNo Change

Names in paper Names in paper 12.2% savings12.2% savings11stst mo.mo.

(Pallak et al., 1980)(Pallak et al., 1980)



Energy ConservationEnergy Conservation

& Public Praise& Public Praise

Removed names in paperRemoved names in paper

15.5% savings rest15.5% savings rest of winterof winter



Energy Conservation & PublicEnergy Conservation & Public

Praise: 2nd StudyPraise: 2nd StudyConditionCondition ComplianceCompliance

Names in paper forNames in paper for

reducing air conditioningreducing air conditioning 27.8%27.8%

Removed names inRemoved names in

paperpaper 41.6%41.6%




Forbidden ToysForbidden Toys

MildMild SevereSevere

ThreatThreat ThreatThreat

NowNow 5%5% 5%5%

6 Weeks Later6 Weeks Later 33%33% 77%77%

(Freedman, 1965)(Freedman, 1965)



Small External InducementsSmall External Inducements

Forbidden toysForbidden toys

(Freedman, 1965)(Freedman, 1965)

Prisoner of war essaysPrisoner of war essays

(Schein, 1956)(Schein, 1956)



Imitation: Canned Laughter Imitation: Canned Laughter

People laugh longerPeople laugh longer

People laugh more oftenPeople laugh more often People rate material as funnierPeople rate material as funnier

(Fuller & Sheehy(Fuller & Sheehy--Skeffington, 1974)Skeffington, 1974)



Imitation: Fear of DogsImitation: Fear of Dogs

Watched child playing with dogWatched child playing with dog

20 minutes20 minutes

4 days4 days

67% climbed in playpen with dog67% climbed in playpen with dog

(Bandura et al., 1967)(Bandura et al., 1967)

==



Imitation: Shy ChildrenImitation: Shy Children

Most severely withdrawn childrenMost severely withdrawn children

Film of solitary child joining groupFilm of solitary child joining group

6 weeks follow6 weeks follow--up; results sustainedup; results sustained

(O¶Connor, 1972)(O¶Connor, 1972)



Implications: ImitationImplications: Imitation

Books & essays by offendersBooks & essays by offenders

Educational films on offendersEducational films on offenders

Live offendersLive offenders

New MeNew Me



Initiation RitesInitiation Rites

Severely embarrassing initiation ceremonySeverely embarrassing initiation ceremony+ Worthless group = Higher group ratings+ Worthless group = Higher group ratings

No initiation ceremony + Worthless groupNo initiation ceremony + Worthless group= Less high ratings= Less high ratings

(Aronson & Mills, 1959)(Aronson & Mills, 1959)



Implications: Initiation RitesImplications: Initiation Rites

Requirements for membership OKRequirements for membership OK

Gateway groups OKGateway groups OK



Changing the TermsChanging the Terms

Cars & inflated tradeCars & inflated trade--insins

7 am studies7 am studies


Energy conservation & public praiseEnergy conservation & public praise




7 A.M. Studies7 A.M. Studies

RequestRequest ComplianceCompliance

7 A.M. Study7 A.M. Study 24%24%

Agreement thenAgreement then

7 A.M.7 A.M. 56%56%




Implications for Sex Offender Implications for Sex Offender

Treatment: Low BallingTreatment: Low Balling

Stages rather than a single long courseStages rather than a single long course

1st Commitment with essential features1st Commitment with essential features

2nd Details2nd Details



ContrastContrast

The Unsuitable HouseThe Unsuitable House

Suit then Sweater: Never Sweater thenSuit then Sweater: Never Sweater thenSuitSuit

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West Virgina 4.7.11 #5 Attitude Change