PART I Directions: Please compose answers to the...
Directions: Please compose answers to the questions below. Each response to a question or sub-question should be at least one paragraph in length, which should consist of five to seven sentences.

1. How can cognitive dissonance create attitude change? Why isn't it used on a mass scale in advertising?

2. Describe when people are more likely to use the central route to persuasion and when they are more likely to use the peripheral route. When people are using the central route, what will make an appeal more persuasive? When they are using the peripheral route, what will make an appeal more persuasive?

3. Social psychologists have long observed that attitudes do not always predict behaviors. When are attitudes most likely to predict spontaneous behaviors?

4. Discuss the kinds of effects that subliminal presentation of stimuli have in the laboratory and what the implications are for real-world applications such as subliminal advertising.

5. According to the authors of your text, culture can play a role in both how advertisements are designed and how they perpetuate stereotypes. Explain how culture can play both of these roles in persuasion.

6. According to the text, what are the three things that happen to individuals who resist normative social influence?

7. Explain how both informational conformity and normative conformity can contribute to eating disorders in women.

8. In a conversation before class, you find that you are the only person in your group to favor tuition increases. The other five students with whom you are talking strongly oppose tuition increases. What might you do to persuade them of your point of view? What form of social influence would you rely on?

9. Discuss the role of both informational and normative influence in Nazi Germany and the Holocaust.

10. The authors of your text describe two types of social norms. Identify and describe these two types of norms. Then state which type of norm is more effective in persuading people to conform.


Lab Assignment #1

In this lab assignment, your goal is to survey the kinds of appeals being used by advertising. First, pick either a particular medium (TV commercials, magazine ads, direct mail, or Web advertisements) and/or a particular product. You might do something like financial services ads in business magazines, alcohol ads in men’s sports magazines, political ads in whatever medium by the various Democratic and Republican candidates, toy commercials on Saturday morning kids’ TV, or an analysis of junk mail ads that arrived in your mailbox this week.

Your goal is to find six ads and to compare them. Preferably you should look for two sets of three ads each—ads that are generally similar but differ along one dimension: for example, car ads in business magazines vs. car ads in women’s magazines; toy commercials shown in the morning vs. those shown in the afternoon; ads for medical products vs. ads for cosmetic products (both taken from the New York Times).

The first step in comparing them should be to make a chart (see below). The individual ads provide the rows for the chart. The columns provide information about:
o the product or service being offered
o the intended audience for the appeal (both in terms of demographics and in terms of being aimed towards an audience that is likely [because of level of ability or motivation])
o whether the ad makes more use of the central route, the peripheral route, or equal use of both
o the “source” of the appeal—especially focusing on the source’s appeal (credibility? likability?)
o the “message” (appealing to emotions or logic?)

Then write a paper of at least five pages in length that briefly describes each ad and spells out why you have categorized the audience, the source, and message as you have, and that analyzes what principles of persuasion are being appealed to. Is the ad getting the person to persuade him or herself and/or to make a commitment? Is the ad relying on contrast effects, such as distraction, scarcity, appeals to emotions (e.g., fear or guilt)? In other words, given the intended recipients of the ad, how is the advertiser trying to persuade them?

Summarize this briefly for each ad. Then try to draw a conclusion about the types of ads being used for that product/medium (e.g., Do alcohol ads in men’s sports magazines all tend to rely on sex as the appeal)? Do ads for medical products (e.g., antacids or headache remedies) rely more on the central route than ads for perfumes or cosmetics? How do the ads placed in a scholarly journal differ from ads placed in a news magazine? How do ads shown during the evening news differ from ads shown during a late-night entertainment program? Draw a conclusion appropriate to the ads you have analyzed and relate your conclusion to the theories discussed in this module.

Ad Product or service being offered Features of intended audience Route used (central, peripheral, or both) Features of the source of the appeal Features of the source of the appeal Message delivered through logic? Association? Emotion?

You will turn in the following:
o completed chart.
o completed essay (must be at least 5 pages in length).

Please remember that iBoard allows you to upload multiple documents at a time. Also remember to use proper APA formatting: Times New Roman, 12-point font, and double-spaced.

Additional Requirements

Min Pages: 8
Level of Detail: Show all work
Other Requirements: Please show references and cite sources used and follow the directions on the question asked. Thank you and if done by deadline I will give a big tip.