authority, in order to be effective, should be credible.What he or she says should
be easy to believe. This is why the authority figure often has a degree and or a lot
of experience in a field of study associated with the attitude.(a) The art of refers to an application of the factors that can to some extent
induce a change in attitude.(b) Let’s say that a speechmaker quotes a famous scientist in order to support a point being
made in the presentation. This approach represents an appeal to.
Answers: (a) persuasion; (b) authority.
An appeal to reasonis also often used. The agent of persuasion sets forth
facts and makes a logical, rational appeal. A speechmaker says, “If we don’t raise
taxes, then we won’t be able to repair roads and bridges.” This is an appeal based
on deductive logic (see chapter 9 and the section on logic.)
An appeal to reason can be made in the form of a one-sided or a two-sided
argument. A one-sided argumentsets forth only the favorable aspects of a given
attitude. For example, a speechmaker states some of the reasons to raise taxes, but
offers no reasons for keeping them at current levels.
A two-sided argumentsets forth both the favorable and unfavorable aspects
of a given attitude. For example, a speechmaker states some of the reasons to raise
taxes. Then he or she offers a few reasons to keep them at current levels, and con-
cludes with reasons to raise them. A certain appearance of balance and fairness has
been given. However, the speechmaker has given primary emphasis to reasons to
raise taxes. A two-sided argument is generally more persuasive than a one-sided
argument.
Third, an emotional appealis often persuasive. Such an appeal bypasses
reason and logic. Lester has a negative attitude toward organized charities. He
says, “They’re a bunch of rip-off artists.” Then he sees a television presentation
featuring a child named Gloria in a wheelchair. Gloria, only seven, speaks of the
pain and suffering associated with a specific disease. Lester finds himself writing
a check to the charity that sponsored her appearance. His attitude toward one
particular organized charity has moved, perhaps only temporarily, from negative
to positive.
Fourth, the moodof the target person or audience is a factor in attitude
change. Flora, a retired schoolteacher, has a negative attitude toward health
maintenance organizations (HMOs). She is invited to a free brunch for senior
citizens given by a particular HMO. After Flora and the group are well fed, a
speaker warms up the audience with jokes. Finally, the speaker gets down to
brass tacks and begins to use some of the methods of persuasion already identi-
fied above. Flora finds herself wavering. She begins to find the thought of join-
ing this particular HMO appealing. Flora’s good mood helps to induce an
attitude change.Social Psychology: Interacting with Other People 253