Beyond attitude consensus: The social context of persuasion and resistance

The current research presents a new type of social context effect on attitude certainty. It is proposed that when people receive persuasive messages, they appraise their attitudes not only in terms of whether they are shared or not shared by others, but also in terms of whether they are based on similar or dissimilar assessments of the information presented. In two experiments, participants were presented with persuasive messages. In Experiment 1, they were induced to perceive that they responded favorably (persuasion) or unfavorably (resistance) to the message arguments. In Experiment 2, they were allowed to vary in their actual message responses. In both experiments, message response similarity—the degree to which people perceived that their evaluations of persuasive arguments were shared or unshared by others—moderated the classic effect of attitude similarity on attitude certainty. In particular, attitude similarity only affected attitude certainty under conditions of message response similarity. When message responses were believed to be dissimilar, attitude similarity had no effect on attitude certainty.     

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.     

Social network composition and attitude strength: Exploring the dynamics within newly formed social networks

Recent evidence suggests that people who are embedded within attitudinally congruent social networks have stronger attitudes than those embedded in attitudinally diverse networks. The current research examines the causal processes responsible for this relation. Two studies capitalized on naturally occurring experiments whereby college students are quasi-randomly assigned to social contexts containing varying levels of attitudinal diversity. Replicating past research, individuals in attitudinally diverse social networks exhibited less resistance to attitude change and less attitude stability than those in more attitudinally congruent networks. Although there was evidence of attitude projection and selective network construction, neither of these processes could account for the relation between social network composition and attitude strength. These findings corroborate and extend previous results, reinforcing the notion that the social context in which people are embedded has important implications for the durability of their attitudes.     

The role of social norm clarity in the influenced expression of prejudice over time

Social influence has been shown to be a powerful, but underexamined, tool in altering prejudice-related attitudes. Most notably, hearing one person condemn or condone discrimination can influence another person to do the same (Blanchard, Crandall, Brigham, & Vaughn, 1994). The current study assesses a potential underlying mechanism that may determine the extent to which participants are socially influenced to alter their prejudice-related beliefs: the clarity of the social norm regarding the expression of prejudice. In addition, the study assesses longer-term effects of social influence (see Stangor, Sechrist, & Jost, 2001). Results from 270 participants revealed that the extent of social influence was predicted by the clarity of the social norm for displaying prejudice and that participants were influenced both immediately and one month later by others’ opinions. We discuss the theoretical implications of the finding that one person can produce lasting change in another person’s prejudice-related belief system.     

Neural mechanisms of social influence

The present investigation explores the neural mechanisms underlying the impact of social influence on preferences. We socially tagged symbols as valued or not – by exposing participants to the preferences of their peers – and assessed subsequent brain activity during an incidental processing task in which participants viewed popular, unpopular, and novel symbols. The medial prefrontal cortex (mPFC) differentiated between symbols that were and were not socially tagged – a possible index of normative influence – while aspects of the striatum (the caudate) differentiated between popular and unpopular symbols – a possible index of informational influence. These results suggest that integrating activity in these two brain regions may differentiate objects that have become valued as a result of social influence from those valued for non-social reasons.     

Casualties of war and sunk costs: Implications for attitude change and persuasion

The purpose of the present research was to gain greater insight into how people's support for an ongoing war might be influenced by providing information about recent casualties of war. On intuitive grounds, one might expect that such information might often decrease support for the war, especially when the war in question is relatively unpopular. However, research and theory on the “sunk cost effect” suggests, somewhat paradoxically, that highlighting such losses could actually increase, not decrease, support for the war, as driven by the goal to avoid wasting valuable resources. Across two experiments (one focusing on the war in Iraq, another focusing on the war in Afghanistan), we found that the effects of the war casualty information on attitudes were moderated by a recent use and activation of the relevant “don't waste” goal, which had been previously primed in a non-political context. The implications of our findings for theory and research on attitude change, as well as the judgment and decision making area, are discussed.     

A model of “substance” and “evaluation” in person judgments

For decades, person perception research has grappled with the distinction between the targets’ actual characteristics (“substance”) and how positively or negatively those characteristics are viewed by perceivers (“evaluation”); however, lack of an overarching theoretical framework makes it difficult to establish connections between related lines of research. We review the relevant literature, and present and test an algebraic model that incorporates the major insights from that literature. The model posits that all person judgments reflect substance and evaluation to different extents. The evaluation component reflects an interaction between the item’s evaluative tone and the perceiver’s evaluative attitude regarding the target person. The model may function as an integrative framework that helps improve conceptual clarity and cumulative progress in person perception research.     

From repetition to conviction: Attitude accessibility as a determinant of attitude certainty

The present experiment investigated the influence of attitude accessibility on several meta-attitudinal strength measures. It was predicted that certainty and perceived likelihood of change, i.e., commitment-related attributes of attitude strength, are influenced by changes in attitude accessibility, while no effects were expected for importance and perceived centrality to values and the self, i.e., centrality-related attributes. Accessibility was manipulated by having participants express their attitudes either repeatedly or only once. As hypothesized, accessibility and measures of commitment were enhanced after repeated expression compared to single expression. Furthermore, mediation analyses supported the idea that subjective commitment may be inferred from the ease of attitude retrieval. Centrality-related attributes were found to be unaffected by the accessibility manipulation. The results are discussed in the light of a multi-dimensional structure of attitude strength and antecedent processes of meta-cognitive attributes of strength.     

Changing Polish university students’ attitudes toward cluttering

PurposeThis quasi-experimental design study in Poland explored the extent to which attitudes toward cluttering of university students could be changed or improved after a series of activities dedicated to attaining deeper recognition of problems associated with fluency disorders.MethodUniversity students were assigned to either an Experimental or a Control group, with 39 in each (total = 78). They all completed the Polish version of the Public Opinion Survey of Human Attributes–Cluttering (POSHA–Cl) on two occasions up to eight weeks apart.Participants in the Experimental group attended the following intervention activities: watching and discussing an educational video on cluttering, participating in a workshop on the nature of cluttering, and watching and discussing a documentary on the life experiences of people struggling with fluency disorders. The Experimental group also filled out an open-ended questionnaire at the end of the study.ResultsPre-intervention comparisons indicated that participants assigned to either of the Experimental or Control groups differed significantly on 2 of the 15 summary ratings (13 %) of their pre-POSHA–Cl attitudes toward cluttering. For the Experimental group, the intervention resulted in significant positive changes in cluttering attitudes on 8 of the 15 summary ratings (53 %). In contrast, pre- and post- POSHA–Cl scores for the Control group were essentially unchanged (0 of 15 ratings).ConclusionsThis quasi-experimental study demonstrated that it is possible to positively modify the cluttering attitudes of university students. This has implications for the length, content, and experiential components of interventions designed to improve public attitudes toward fluency disorders.     

Social Influences on Judgments of Rape Victims: The Role of the Negative and Positive Social Reactions of Others

An experimental study examined whether judgments about a rape victim can be influenced by the social reactions of others, and whether this effect would be moderated by the type of rape (stranger or date rape) or by the gender of the participants. One hundred and ten U.S. college students (90% white; 59% female) responded to rape vignettes in which the type of rape and the social reactions received by the victim (negative, positive, or neutral) were manipulated. People exposed to negative social reactions made less positive judgments. Men and people who read about a date rape also made less positive judgments, but neither variable interacted with type of reactions to impact judgments.     

Status generalization in context: The moderating role of groups

Status generalization has been described as a process directly linking social status at the societal level to influence in interpersonal interactions, providing one mechanism through which status inequalities in society are maintained. It is argued in this paper that groups can moderate status generalization when a status characteristic is non-prototypical of the group. Two experiments are reported that measured the relative influence of an older and younger target within different group contexts: an undergraduate student group and a broader university group. In both experiments, the older target was more influential than the younger target in the context of the university group, but the younger target was more influential in the context of the undergraduate student group. Findings are discussed in relation to status generalization and referent informational influence as separate influence processes.     

Past decisions do affect future choices: An experimental demonstration

This paper demonstrates experimentally that the mere fact that an alternative was chosen in the past increases the likelihood that it will be re-chosen in the future, when new alternatives are being offered. The experimental design consists of a new variation of the free-choice paradigm that is immune to Chen and Risen’s (2010) criticism of how results have been interpreted in previous studies of post-decision effects. An additional experiment indicates that once participants have chosen a particular alternative they view its characteristics more positively. I suggest that the new design can be used to study various aspects of the effect of past decisions on future ones. In the present paper, I apply it to show that the allocation of limited resources among various uses may be biased in favor of a particular use if it was preferred to another in a previous situation.     

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.     

Inferring the importance of arguments: Order effects and conversational rules

This paper investigates order effects in one-sided and two-sided communications. While most theorizing attributes both primacy and recency effects to cognitive processes (e.g., attention decrement), we propose that, in addition, communicative aspects play a central role in the emergence of order effects. We postulate that individuals—drawing on conversational norms—hold expectations about the order in which arguments are presented. Depending on these expectations, arguments presented first or last will be highly influential. The results of three studies indicate that recipients hold such expectations, which lead to order effects. Arguments were most influential when they were presented at a position where participants expected the most important arguments. Moreover, these effects were eliminated when the applicability of participants’ expectations was experimentally reduced.     

Affective Priming of Alcohol Schema in Coping and Enhancement Motivated Drinkers

This study investigated whether Coping Motivated and Enhancement Motivated drinkers differ in their degree of semantic activation of alcohol concepts on a primed Stroop colour-naming task following exposure to negative and positive affect primes, respectively. Participants were 48 undergraduates (not necessarily problem drinkers) who had elevated scores on the Coping Motivated or Enhancement Motivated subscale of the Drinking Motives Questionnaire - Revised. The Stroop task involved negative, positive and neutral primes that preceded alcohol and no-alcohol target words. As hypothesized, Coping Motivated drinkers showed semantic activation of alcohol concepts following exposure to negative but not neutral primes. Also as hypothesized, Enhancement Motivated drinkers showed semantic activation of alcohol concepts following exposure to positive but not negative primes. Unexpectedly, semantic activation of alcohol concepts was also observed among Coping Motivated drinkers following positive primes and among Enhancement Motivated drinkers following neutral primes. Theoretical implications are discussed, as are implications for improving cognitive behavioral interventions for problem drinkers.