reflection paper, you have to look up the ppt to know what I have learned from this ppt and then write the reflection paper, because you may need to use some conceptual staffs from the ppt. 

APA, 4 pages

Planning a Political Campaign

In this paper, you will be asked to plan out the campaign for a candidate that is running for an office/position (NOTE: I prefer that you not specify a particular candidate or political party in your writing). Please write out an outline of this candidate’s campaign strategy. The strategy can include the types of commercials they will run, things they will say in their speeches, what campaign staff will say when they knock on doors, buttons/merchandise they will sell and much more. In your outline of the campaign strategy, please be sure to address the following questions.

· Please spend one paragraph setting a context for the campaign you will be planning. While I encourage you not to mention specific individuals or political parties by name, you are welcome to add any other specific details you see fit to help your paper. For example, you can specify the position your candidate is running for (it doesn’t have to be political; you may choose to write about running for a leadership position in a sorority/fraternity for example). If it helps your writing, you can also choose to describe key issues/platforms your candidate will take on (you can write, for example, how you would plan a campaign for a candidate who specifically wants to propose a new health care plan).

· According to the elaboration likelihood model (ELM), some voters will use the central route when deciding on what candidate to vote for, and others will use the peripheral route. Please describe the type of voter you believe will use each route, and one strategy your campaign will use to convince each of them.

· Please describe, in detail, two persuasion heuristics you will use in your messaging. Describe not only how you will use these heuristics, but why you believe they will be successful.

· Please describe how your campaign can use Asch’s understanding of conformity (either in the original 1951 paper or in the follow-ups) to leverage more support for your candidate.

· Please describe one interpersonal influence strategy and how you will use it to leverage more support for your candidate.

NOTE: Exceptional papers will be able to provide both (1) a thorough understanding of attitudes and persuasion and (2) detailed, relevant examples of how they would apply those to a campaign. Papers will be regarded as incomplete if they do not respond to each of the points in this paper with clarity and specificity.

NOTE: The writing prompt is listed here in a checklist to facilitate your writing and organization. It is not an indication that you should write your paper as a set of several separate short answers to the different points listed here. Exceptional papers will sound like one single, connected narrative. Papers that sound “choppy” or disconnected will be evaluated more poorly.

Attitudes and Social Influence

Attitudes
Attitude  An enduring evaluation about an object
Attitudes are about direction

Rollercoaster are bad  Attitude
Rollercoasters are scary  Schema

Direction and Strength
Attitudes can be categorized by their direction and strength
Direction  Our evaluation of an object as unfavorable, neutral, or favorable
Strength  The intensity with which we believe our attitude

Unfavorable
Favorable
Weak
Strong

ABC’s
We form our attitude from our affect, behavior, and cognition

Affect
We determine our attitude about something based on how we feel when evaluating it
Remember: The rope-bridge study
Men found a woman more attractive when evaluating her on a bridge
Affect is the biggest influence on attitudes

Behavior
We assume our behaviors reflect our underlying attitude
If my daughter plays a lot of sports, she will conclude that she must like them

Cognition

We determine our attitudes by processing cognitive information
Cognitive processes are the most effortful way we form attitudes
We only rely on them when it matters

Persuasion
Our attitudes are not only important to us, but to those that want to persuade us
Persuasion  The process by which an external force tries to shift our attitude
Salespersons
Politicians
Therapists
Authority figures (parents/teachers)

Persuasion

Persuasion

Superficial Processing

Systematic Processing

Superficial Processing
Superficial routes of persuasion are fast, efficient, and often rely on unreliable cues
Superficial processing relies on heuristic
Heuristics  A mental shortcut used to simplify cognitive processes, reduce effort, or reach a conclusion more quickly
Persuasion heuristics  A type of heuristic used to evaluate persuasive arguments

Familiarity Heuristic
Familiarity heuristic  The belief that familiar objects or stimuli are better than unfamiliar ones
We are more likely to be persuaded by a familiar product, spokesperson, or argument

Familiarity Heuristic in Marketing

Attractiveness Heuristic
Attractiveness Heuristic  We are more persuaded by attractive/popular/likable sources

Attractiveness Heuristic in Marketing

Expertise Heuristic
Expertise heuristic – We process information less carefully when we believe the argument is coming from an expert
Experts are:
Competent
Well-spoken
Trustworthy

Expertise Heuristic in Marketing

Affective Heuristic
Affective heuristic – Things that make us feel good are good
We are more persuaded when things are:
Funny
Inspiring
Nostalgic
Clever

Affective Heuristic in Marketing

Persuasion Heuristics in Commercials

https://www.youtube.com/watch?v=85iRQdjCzj0

Persuasion

Persuasion

Systematic Processing

Superficial Processing

Uses heuristics

Fast, efficient, unreliable

Systematic Processing
Systematic processing – The process of carefully attending to argument information before accepting/rejecting an argument
Superficial routes
Likable spokesperson
Funny commercial
Color I like
Same as my parent’s car
Systematic routes
Best value
Reliable
Safe
Fits my needs

Systematic Processing
Systematic processing typically leads to more informed attitudes
Attitudes formed by systematic processing are more persistent and resistant
Persistent  Unlikely to change with time
Resistant  Unlikely to change in the face of new arguments
Systematic processing is more effortful and slower

Persuasion

Persuasion

Systematic Processing

Superficial Processing

Uses heuristics

Fast, efficient, unreliable

Uses effortful, slow processing

Persistent, resistant attitudes

Elaboration Likelihood Model
Elaboration Likelihood Model  A model of persuasion that outlines how we process persuasive arguments
ELM argues we have two routes of processing information
The central route uses systematic processing
The peripheral route uses superficial processing

Elaboration Likelihood Model
ELM  we use the central route when we have the resources and motivation to process carefully
We use the central route when we can and want to
Resources: cannot use central route if we are distracted, do not understand the information, or otherwise not capable of processing
Motivation: we will only employ the resources for things that are important to us, we are deeply concerned with the “right” attitude

Measuring Attitudes
Explicit and Implicit Attitudes

Explicit Measures
Often, we use explicit measures to assess attitudes
Explicit measures  Direct, obvious measures. Participants are aware of their responses and can control them
Self-reports, questionnaires, interviews

Implicit Measures
Implicit measures  Subtle, indirect measures of attitudes.
Participants are often not aware what is being measured and therefore cannot control responses
Two examples of implicit measures
Implicit Attitude Task
Affect Misattribution Procedure

Implicit Attitude Task

Implicit Attitude Task
IAT measures difference in response speed when pairing White – Good and Black – Good
Participants slower at responding in the Black – Good are believed to have a more negative attitude toward Black people
Critique: this measures associations not attitudes
High bias score does not make you racist
Check out Project Implicit to learn more

Affective Misattribution Procedure

Affective misattribution: Participants will be subliminally primed by the Black face
They will express that attitude onto the character
Because they are not conscious of the Black face, they cannot control

Social Influence on Attitudes
Conformity and Interpersonal Influence

Conformity
Conformity  Aligning your personal attitude, belief, or behavior with that of a larger social body

Asch (1951)
Asch’s Line Experiment
Participants completed a “visual perception” task in a group with confederates
Confederates out-loud, unanimously gave the wrong answer
75% of participants gave the wrong answer at least once

Asch Line Study Follow-ups
Researchers have run several versions of this study since
Conformity is more likely when:
The group is larger (3-5 confederates)
There is unanimity, no “allies”
Tasks were more difficult
Participant answers were public

Motivation to Conform
Motivation for certainty – We conform in situations we do not understand to avoid making an avoidable mistake

Motivation for esteem – We conform to feel like we have mastery and competence in an area
Motivation for belonging – We conform to be accepted by others and society at large

Interpersonal Influence
We can also be persuaded by specific individuals in a few ways
Foot-in-the-Door Phenomenon  Compliance with a large request after agreeing to a small request
A campus activist asks you to put a pin on your coat for a cause, then asks you to donate
A store will offer you a free sample, then ask you to come in and look around
FITD works because we want to be consistent and logical

Door-in-the-Face
Door-in-the-Face Phenomenon  Compliance with a request after rejecting a previous, unreasonable request
A charity asks you to give up your weekend volunteering, then asks for a $10 donation instead
Works because we feel guilty, the second request seems less burdensome