Thought confidence as a determinant of persuasion: the self-validation hypothesis

Previous research in the domain of attitude change has described 2 primary dimensions of thinking that impact persuasion processes and outcomes: the extent (amount) of thinking and the direction (valence) of issue-relevant thought. The authors examined the possibility that another, more meta-cognitive aspect of thinking is also important-the degree of confidence people have in their own thoughts. Four studies test the notion that thought confidence affects the extent of persuasion. When positive thoughts dominate in response to a message, increasing confidence in those thoughts increases persuasion, but when negative thoughts dominate, increasing confidence decreases persuasion. In addition, using self-reported and manipulated thought confidence in separate studies, the authors provide evidence that the magnitude of the attitude-thought relationship depends on the confidence people have in their thoughts. Finally, the authors also show that these self-validation effects are most likely in situations that foster high amounts of information processing activity.     

Changing prejudiced attitudes,promoting egalitarianism,and enhancing diversity through fundamental processes of persuasion

ABSTRACT

We review work from persuasion science relevant to reducing prejudiced attitudes. We begin by introducing the idea that the thoughts people generate – their number and valence – are critical for understanding when responding to persuasive attempts will result in egalitarian attitudes. A focus on thinking highlights the importance of understanding short and long-term attitude change in promoting diversity. How much people think is also consequential for spreading of initial change to more distal attitudes and generalization of change to other judgments. The second section describes a process of thought validation that emphasizes the importance of considering what people think and feel about their own thoughts. This meta-cognitive process is shown to make a difference in producing consequential changes in reducing prejudiced attitudes toward African Americans, immigrants, refugees, individuals with disabilities, and beyond. The conditions under which variables such as minority status and stigmatized sources affect elaboration and validation are also specified. The fourth section explores how these two processes are relevant for understanding explicit and implicit ambivalence and change in the domain of prejudiced attitudes. We highlight the utility of a process-oriented approach for designing future research and promoting more inclusive attitudes and actions.     

The effects of message recipients' power before and after persuasion: a self-validation analysis

In the present research, the authors examined the effect of a message recipient's power on attitude change and introduced a new mechanism by which power can affect social judgment. In line with prior research that suggested a link between power and approach tendencies, the authors hypothesized that having power increases confidence relative to being powerless. After demonstrating this link in Experiment 1, in 4 additional studies, they examined the role of power in persuasion as a function of when power is infused into the persuasion process. On the basis of the idea that power validates whatever mental content is accessible, they hypothesized that power would have different effects on persuasion depending on when power was induced. Specifically, the authors predicted that making people feel powerful prior to a message would validate their existing views and thus reduce the perceived need to attend to subsequent information. However, it was hypothesized that inducing power after a message has been processed would validate one's recently generated thoughts and thus influence the extent to which people rely upon their thoughts in determining their attitudes.     

A self-validation perspective on the mere thought effect

Self-generated thought has an important impact on attitude change, with repeated demonstrations of increased opportunity for thought about an attitude object increasing attitude extremity. The traditional explanation for this mere thought effect is that more time to think allows people to produce more attitude-consistent thoughts, which polarize their attitudes. Expanding on this structural perspective, the current research explores a metacognitive account for the effect of time on attitude polarization. Three experiments demonstrate that thought confidence plays an independent mediating role in the mere thought effect (Experiment 1), that it accounts for reversals in the mere thought effect when people have too much time to think (Experiment 2), and that this reversal is tied to the difficulty people have retrieving thoughts when too much time is provided (Experiment 3). Thus, taking metacognitive features of thought into account sheds new light on self-persuasion in the mere thought paradigm.     

Implicit ambivalence from attitude change: an exploration of the PAST model

Traditional models of attitude change have assumed that when people appear to have changed their attitudes in response to new information, their old attitudes disappear and no longer have any impact. The present research suggests that when attitudes change, the old attitude can remain in memory and influence subsequent behavior. Four experiments are reported in which initial attitudes were created and then changed (or not) with new information. In each study, the authors demonstrate that when people undergo attitude change, their old and new attitudes can interact to produce evaluative responses consistent with a state of implicit ambivalence. In Study 1, individuals whose attitudes changed were more neutral on a measure of automatic evaluation. In Study 2, attitude change led people to show less confidence on an implicit but not an explicit measure. In Studies 3 and 4, people whose attitudes changed engaged in greater processing of attitude-relevant information than did individuals whose attitudes were not changed.     

Changing prejudiced attitudes by thinking about persuasive messages: implications for resistance

This research showed that changing attitudes toward stigmatized groups can result from both the simple processes that require little thinking and the traditional elaborative forms of persuasion that require high thinking processes. Importantly, even when the obtained attitude change was equivalent for situations in which there was high and low message elaboration, the changes produced in high thinking conditions were found to be more resistant to further attacks than equivalent changes produced by less thoughtful mechanisms. Not only were those attitudes more resistant as measured objectively (Study 1) but participants also perceived their attitudes to be subjectively more resistant (Study 2). These studies suggest that examining the processes by which prejudice is changed can be important for understanding the consequences and long‐term implications of treatments and campaigns oriented to changing attitudes toward stigmatized groups.     

Socio-ecological influences of attitudes toward disability among Kenyan undergraduate students

This study examined personal and contextual variables as predictors of attitudes toward disability at a Kenyan higher education setting. Participants were a convenience sample of 309 undergraduate students at a Kenyan university enrolled in Sociology, Social Work, Psychology, Political Science, and Public Administration majors. Data on attitudes were collected using the Attitudes Towards Disabled Persons scale (ATDP: Antonac & Livneh, 1988). A cross-sectional survey design was employed for data collection, and a multiple regression analysis was used for data analysis. Results revealed that the model was significant: F (9, 250)?=?2.784, p?=?0.004. However, only age (β?=?0.173, p?=?0.044) significantly predicted attitudes towards disability, indicating older students held more positive attitudes than their younger counterparts. Older students had a more favourable attitude towards people with disabilities than younger students. Seniority, by age, is highly valued in Africa than perhaps anywhere in the world. Kenyan older adults may be key to enhancing favourable attitudes toward individuals with disabilities in Kenya as well as interventions aimed at changing negative attitudes towards people with disabilities.     

Body posture effects on self‐evaluation: A self‐validation approach

Building on the notion of embodied attitudes, we examined how body postures can influence self‐evaluations by affecting thought confidence, a meta‐cognitive process. Specifically, participants were asked to think about and write down their best or worse qualities while they were sitting down with their back erect and pushing their chest out (confident posture) or slouched forward with their back curved (doubtful posture). Then, participants completed a number of measures and reported their self‐evaluations. In line with the self‐validation hypothesis, we predicted and found that the effect of the direction of thoughts (positive/negative) on self‐related attitudes was significantly greater when participants wrote their thoughts in the confident than in the doubtful posture. These postures did not influence the number or quality of thoughts listed, but did have an impact on the confidence with which people held their thoughts. Copyright © 2009 John Wiley & Sons, Ltd.     

Resistance to persuasion and attitude certainty: the moderating role of elaboration

Recent research has demonstrated that when people resist persuasive attacks, they can under specifiable conditions become more certain of their initial attitudes. The present research explores the role of elaboration in determining when this effect will occur. Using both self-reported differences in situational elaboration (Study 1) and chronic individual differences in the need for cognition (Study 2), it is demonstrated that resisting persuasion increases attitude certainty primarily when elaboration is high. When elaboration is low, resisting persuasion does not appear to impact attitude certainty. These findings shed light on the role of metacognitive factors in resistance to persuasion, pinpointing the conditions under which these factors come into play.     

Circumventing resistance: Using values to indirectly change attitudes

Most research on persuasion examines messages that directly address the attitude of interest. However, especially when message recipients are inclined to resist change, indirect methods might be more effective. Because values are rarely attacked and defended, value change could serve as a useful indirect route for attitude change. Attitudes toward affirmative action changed more when the value of equality was attacked (indirect change) than when affirmative action was directly attacked using the same message (Experiments 1-2). Changes in confidence in the value were responsible for the indirect change when the value was attacked (controlling for changes in favorability toward the value), whereas direct counterarguments to the message were responsible for the relative lack of change when the attitude was attacked directly (Experiment 2). Attacking the value of equality influenced attitudes toward policies related to the value but left policy attitudes unrelated to the value unchanged (Experiment 3). Finally, a manipulation of value confidence that left attitudes toward the value intact demonstrated similar confidence-based influences on policies related to the value of freedom (Experiment 4). Undermined value confidence also resulted in less confidence in the resulting policy attitudes controlling for the changes in the policy attitudes themselves (Experiments 3 and 4). Therefore, indirect change through value attacks presented a double threat-to both the policy attitudes and the confidence with which those policy attitudes were held (potentially leaving them open to additional influence). (PsycINFO Database Record (c) 2012 APA, all rights reserved).     

When linking is stronger than thinking: Associative transfer of valence disrupts the emergence of cognitive balance after attitude change

The present research investigated the role of cognitive balance vs. associative transfer of valence in attitude change. Participants first formed positive or negative attitudes toward several source individuals. Subsequently, participants were shown source–target pairs along with information about the source–target relationship (‘likes’/‘dislikes’). Afterwards, participants’ attitudes toward the sources were changed by means of information that was opposite to the initially induced attitude. In a control condition, initial source attitudes remained unqualified. Results in the control condition showed that initially formed attitudes and available relationship information produced target evaluations that were consistent with the notion of cognitive balance. However, when attitudes toward the sources changed, target evaluations directly matched attitudes toward individually associated sources, irrespective of the relation between source and target. These results suggest that associative transfer of valence can disrupt the emergence of cognitive balance after attitude change.     

Improving attitudes towards minority groups by thinking about the thoughts and meta-cognitions of their members

Research on persuasion has shown that for attitudes to change people need to take into consideration not only the thoughts message recipients generate in response to proposals but also how people think about their own thoughts (metacognition). In the present research, we introduce a new perspective for improving outgroup attitudes focused on the distinction between cognition and metacognition but this time applied to the perceptions of others’ minds. Specifically, we examined to what extent thinking about the mental processes of outgroup members influences attitudes towards those outgroups. We compared the impact of thinking about how others think (perceived primary cognition) with how others think about their own thoughts (perceived secondary cognition or metacognition). In the primary cognition treatment, participants answered questions about the thinking processes of outgroup members. In the secondary cognition treatment, participants answered questions that required them to consider how outgroup members think about their own thoughts (i.e., metacognition). Compared to controls, these treatments were capable of improving attitudes of Spanish citizens towards Syrian refugees, South American immigrants, and Roma people. A third study used a minimal group paradigm in which a fictitious outgroup was described as having primary (vs. secondary) cognition. A final study also tested the implications of assuming that groups have one type of cognition or another. The effects of the two treatments varied depending on the type of outgroup.     

Understanding patterns of attitude change: When implicit measures show change, but explicit measures do not

A common assumption in research on attitudes is that indirect measures assess relatively stable implicit attitudes, whereas traditional self-report measures assess more recently acquired explicit attitudes that coexist with old, presumably stable implicit attitudes. This assumption seems difficult to reconcile with research showing experimentally induced changes on implicit but not explicit measures. The present research tested a process-account of such asymmetrical patterns. Specifically, we argue that implicit measures show experimental effects that do not emerge on explicit measures when (a) the pairing of an attitude object with positive or negative valence creates new automatic associations in memory, and, at the same time, (b) the consideration of additional information about the attitude object eliminates the impact of automatic associations on self-reported evaluative judgments. Results from three studies support these predictions. Implications for research on attitude change are discussed.     

Political Party, Strength of Identification, and Knowledge and Evaluation of Bush v. Gore

Two studies examined knowledge of and attitudes toward Bush v. Gore , the Supreme Court decision that ended Election 2000, to examine the effects of a strong counterattitudinal message about a high-relevance issue. Republicans reported the most positive attitudes, while high-identification Democrats possessed the most accurate knowledge (Study 1); high-identification participants rated Bush v. Gore as more important and personally relevant than those less identified. Upon persuasion, high-identification Republicans maintained positive attitudes unrelated to knowledge and issue importance, while Democrats and low-identification Republicans reported negative attitudes predicted by persuasion (Study 2). High-identification Republicans reported more positive and fewer negative emotions upon persuasion, with emotions most predictive of attitudes. Implications for the role of emotions in resistance to persuasion are discussed.     

Hash browns for breakfast,baked potatoes for dinner: Changes in food attitudes as a function of motivation and context

Two studies investigated whether participants' motivational state and the context in which attitude reports are made influence food attitudes. Specifically, these studies examined whether hunger and the time‐typicality of foods (i.e. match or mismatch between the time when a food is typically eaten and the time the attitude is reported) interact to influence reported attitudes. Study 1 suggests that hunger leads to more positive attitudes toward foods that are typically eaten at the time the attitude report is made (e.g. breakfast foods in morning) compared to foods not typically eaten at the time the attitude report is made (e.g. breakfast foods in evening). Study 2 replicates this time‐typical effect of hunger and suggests that time‐typical experience rather than general experience with foods is important for hunger induced attitude change. By demonstrating that food attitudes are influenced by motivational states and the match between when the attitude is reported and when it is typically encountered, the present studies extend previous attitude theory and research that has identified other contextual factors that influence attitude reports. Copyright © 2004 John Wiley & Sons, Ltd.     

Happiness versus sadness as a determinant of thought confidence in persuasion: a self-validation analysis

The present research introduces a new mechanism by which emotion can affect evaluation. On the basis of the self-validation hypothesis (R. E. Petty, P. Bri?ol, & Z. L. Tormala), the authors predicted and found that emotion can influence evaluative judgments by affecting the confidence people have in their thoughts to a persuasive message. In each study, participants first read a strong or weak persuasive communication. After listing their thoughts about the message, participants were induced to feel happy or sad. Relative to sad participants, those put in a happy state reported more thought confidence. As a consequence, the effect of argument quality on attitudes was greater for happy than for sad participants. These self-validation effects generalized across different emotion inductions, different persuasion topics, and different measures of thought confidence. In one study, happy and sad conditions each differed from a neutral affect control. Most important, these metacognitive effects of emotion only occurred under high elaboration conditions. In contrast, individuals with relatively low motivation to think showed a main effect of emotion on attitudes, regardless of argument quality.     

When credibility attacks: The reverse impact of source credibility on persuasion

Recent research on the self-validation hypothesis suggests that source credibility identified after message processing can influence the confidence people have in their own thoughts generated in response to persuasive messages (Briñol, Petty, & Tormala, 2004). The present research explored the implications of this effect for the possibility that high credibility sources can be associated with more or less persuasion than low credibility sources. In two experiments, it is demonstrated that when people generate primarily positive thoughts in response to a message (e.g., because the message contains strong arguments) and then learn of the source, high source credibility leads to more favorable attitudes than does low source credibility. When people have primarily negative thoughts in response to a message (e.g., because it contains weak arguments), however, this effect is reversed—that is, high source credibility leads to less favorable attitudes than does low source credibility.     

Embodied Attitude Change: A Self‐Validation Perspective

Our behavior can change what we like and dislike. Although it seems clear that we might like something more when we smile (versus frown), or when we nod our heads (versus shake), it is important to understand the processes responsible for these changes in evaluation. It might be that agreement behaviors such as smiling and nodding work as cue, make us think about everything in a positive light, or it might be that they encourage us not to think much about the information we receive. This review describes the basic processes underlying embodied change, highlighting the role of a recently discovered meta‐cognitive process (called self‐validation) by which bodily responses can validate or invalidate (instead of changing) our thoughts. This new mechanism can account for some already established outcomes in embodied persuasion (e.g., more persuasion with smiling than frowning), but by a different process than postulated previously (smiling increases confidence in thoughts), as well as for some new findings (e.g., more persuasion for low than high powerful postures; more self‐confidence when performing doubtful postures).     

Functions of attitudes towards ethnic groups: Effects of level of abstraction

A direct measure of attitude function was used to examine symbolic and instrumental elements of racial attitudes as a function of level of abstraction. Two studies were conducted in different countries, in which participants explained their thoughts and feelings concerning a specific (e.g., “Indians” or “Chinese”) or abstract (e.g., “Ethnic Minorities”) attitude object, and then rated the importance of each thought or feeling. A coding scheme was used to record the attitude function represented by each thought or feeling. In both studies, symbolic functions were more present for the abstract target than the specific targets. These differences have important implications for interventions and theories that address prejudice. They also provide evidence that functions of attitudes towards broader social groups cannot be regarded as the central tendency of functions toward subgroups, which is an important potential caveat to theories of social categorization.     

Predicting return of fear following exposure therapy with an implicit measure of attitudes

We sought to advance understanding of the processes underlying the efficacy of exposure therapy and particularly the phenomenon of return of fear (ROF) following treatment by drawing on a social psychological view of phobias as attitudes. Specifically, a dual process theory of attitude-related behavior predicts that a positive response to exposure therapy may reflect change in either the automatic (the attitude representation itself) or controlled (skills and confidence at coping with the fear) responses to the phobic stimulus, or both. However, if the attitude representation remains negative following treatment, ROF should be more likely. We tested this hypothesis in a clinical sample of individuals with public speaking phobia using a single-session exposure therapy protocol previously shown to be efficacious but also associated with some ROF. Consistent with predictions, a post-treatment implicit measure of attitudes toward public speaking (the Personalized Implicit Association Test [PIAT]) predicted ROF at 1-month follow-up. These results suggest that change in the automatically activated attitude toward the phobic stimulus is an important goal of exposure therapy and that an implicit measure like the PIAT can provide a useful measure of such change by which to gauge the adequacy of exposure treatment and predict its long-term efficacy.