Social Cognition : Persuasion

Theory of planned behavior
Justifies why you don't do what you're supposed to do but does something else you want to do instead.

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Personality!
High self-monitors behave in a less attitude consistent matter.
Low self-monitors behave more consistently.

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Behavioral Influence on Attitude;

Cognitive dissonance
Attitude -> Behavior or Behavior -> Attitude
because they are different, and this theory suggests we want them to be the consistent. Inconsistencies lead to an 'uncomfortable state of heightened arousal' - Cognitive Dissonance

May lead to change in behavior, attitudinal change or people may reduce their dissonance via external justifications.

Self-perception theory
behavior -> Attitude
An outsider's view of ourselves.
We gain an understanding about ourselves by observing how we behave and infer.

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Both explains how inconsistencies between behavior and attitudes

-Cognitive Dissonance
Attitude and behavior at odds leading to discomfort

-Self-perception Theory
Attitudes are shaped by how we act

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Bi-relational link:

works both ways, ie we play chess so we believe it will improve our performance, hence a belief that chess will enhance school performance.

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Two paths of Persuasion

Central Route - requires a great deal of central thought and depends on quality of arguments. Works only on the significant and credibility and presentation of the argument is essential.

Peripheral Route - Less obvious way, using subtle inferences via famous/glamorous people.

Factors affecting persuasion :

1)Source
Expert / Non-expert
Attractive/ Unattractice
Rate of Speech

2)Message
Evoke emotions?
Subliminal?

3)Audience
Those who enjoy thinking like sound and logical arguments.
THose more image conscious would be more affected via the peripheral route.