Sunday, August 10, 2008

Kuliah 4 (19 Julai 2008) TEORI MENGUBAH LAKUAN

THEORIES OF BEHAVIOUR CHANGE

Opinion: belief that don’t change
Attitude: belief that will change

Some theories of behaviour change
Maslow
Hovland
Rokeach
Adorno
Festinger
Osgood & Tenenbaum
Rogers
Bandura

1. Maslow’s theory of needs
Abraham Maslow, Toward a Psychology of Being, Princeton, New Jersey: Von Nostrand, 1962.

Hierarchy of Needs
Mankind has five basic needs:
biological needs
Security
Socializing
Self-esteem, and
Self-actualization

Biological needs
Air, water
Food
Sleep
Sex
Ease oneself

Needs as basis for persuasion
Pre-potential, i.e. very powerful
We all need to fulfill low level need before fulfilling higher level need
Denying some biological needs, like sleep will persuade people to do as we want.
Persuasion by depriving basic biological needs
Deprive someone of food, he will be persuaded to do anything if promised food
POW gave were persuaded to provide secret information in exchange for food

Biological needs
Children promised ‘ice-cream’ in order to behave nicely
POW forced to exchange secrets for food
Deprivation of sleep as a form of torture to get admission of crime done
Sex is used to manipulate husbands to do favors for wives

Needs for security
Purchase of insurance policy for protection against accidence, hospitalization in old age
Business are persuaded to pay protection to gangsters, ‘godfathers’ etc.

Need for socializing or love
Need to be loved in group, or recognized in work group
Mothers threaten children by withdrawing love in order to get them to agree to be good or finish dinners
Live partners threatened to leave, deprive of love, in order to coerce spouse to agree to do as the other spouse wanted
Deny entry to certain club to persuade to tow the line

Need for self-esteem
Always feel inadequate, insufficient, always persuaded to look for sources to fulfill self-esteem
Possession of material wealth, symbols of wealth like cars, watches, branded dresses (even girl-friends and wives)
Need to be beautiful, slim (persuaded to buy drugs that promise these)
Exclusive club membership

Self-actualization
The highest need is to be as what we dreamed, to actualize our needs
Achieved when we are completely happy and satisfied, a personal experience

Persuasion techniques
First identify needs of person(s) to be persuaded
The desire to fulfill these needs will result in us being easily persuaded to do things that we need
If we can identify the needs, then we can manipulate those needs to persuade

Some examples of manipulation
First need: biological or emotional. We wish to be appreciated by those around us
Second need: to fulfill ego needs. Those who can identify our ego needs, will be able to persuade us
Third need: We need power. We look for the symbols of power in luxurious cars, a four-wheel drive
Fourth need: Need to look youthful, will buy beauty products to keep youthful. We actually buy hope.
Fifth need: educated people manipulate those with lower education to do what they wanted.
SOCIAL LEANING
Bandura, Albert, Social Learning Theory, New Jersey: Prentice Hall, 1977
We model after others



Hovland C.I, Janis, I, & Kelly H.H., Communication and Persuasion, Yale University Press, 1953.

Hoveland (editor), The Order of Presentation in Persuasion, Yale University Press, 1959.

ATTITUDE IN CREATING CHANGE
Attitude factors for change.
Change take place if sufficiently motivated.
If someone is negative towards littering, he will pick up litters.

FACTORS OF CHANGE
Behavior is determined by five factors:
Hearing
Understanding
Acceptance
Memory
Doing or Action

1. HEARING
Behavior will change when we hear what to be changed.

2. UNDERSTANDING
Will change if we understand what to be changed.

3. ACCEPTANCE
We will change if we accept what change for.
Acceptance caused by:
Source credibility
Content
Channel
Reception

a. Source Credibility
Tall
Trustworthy and honest
Not too idealistic
Expert
Experienced
Systematic
Good self presentation

b. Content
Argument consistent with audience.
Contain pros-cons if educated.
One sided views if uneducated.
Too frightening will reject.

c. Channel
Audio-visual better than audio only.
d. Reception
Lower educated easier to receive believe and be influenced.

4. MEMORY
Must help to remember.
When remembered, will change behavior.

5. DOING or ACTION
Behavior must be consistent with what we hear, understand & believe
This will cause behavior change.

ROKEACH, M. Beliefs, Attitudes, & Values: A Theory of Organization and Change, San Francisco: Josey Bass, 1968.

Milton Rokeach’s Theory
Hierarchy of Beliefs or The Onion Theory

STRUCTURE OF OUR BELIEFS
We have thousands of attitudes, beliefs, and values
Behaviors are related

BELIEF SYSTEM
Individuals Possess Thousands of Beliefs
All in layers like onion peel.

RESISTANCE TO CHANGE
Deep belief is more difficult to change compared to superficial ones

ATTITUDES
Towards:
Objects (cars)
People (Mahathir)

3. Situations (discarding babies)

INFLUENCE TO CHANGE BEHAVIOR
Behavior is superficial.
If influence changes behavior,
then, it is not permanent because deeper values don’t change.

CHANGE SELF-CONCEPT
To change, we need to change self-concept
First change self concept.
Then, the needs for the self concept arise.

CHANGING BELIEF
Five basic things to change belief

1. BASIC BELIEFS
Common primitive belief
(e.g. world after)

2. PERSONAL
Personal primitive belief
E.g. if there is a belief that exercise is good.
e.g. Religious teacher
e.g. newspapers, reported indirectly

5. INCONGRUOUS
Incongruous belief, not aligned with that of persuader.

OPEN-MINDEDNESS
Closed minded vs open minded
How we face others.

1. DOGMATIC PEOPLE
Negative towards others, not trusting
Only experts can be leaders
Only one truth
Proven correct method will remain correct forever.
Aggressive language
Will believe in leader whose hearted

2. OPEN MINDED
Optimistic
More creative
More accepting

Adorno, T. W, Frenkell-Brunswick, E, Levinson, D.J. & Sanford R. N., The Authoritarian Personality, N.Y.: Harper, 1950.

Dogmatic and Authoritarian has Similarities & Dissimilarities
1. Authoritarian
2. Discipline - children neat
3. Moral authority, judges, imam, mufti
4. Judges pass heavier sentences on convicts outside his class
5. Uphold Middle, Status Conscious
6. Class Values
7. The World is only Right/Wrong
8. Loyal to Leaders

Who is important rather than what is said
To Influence Authoritarian Personalities
Choose speaker to suit their characteristics
From their group
Status higher
More influential
More powerful

ADORNO’S THEORY
Adorno, T. W, Frenkell-Brunswick, E, Levinson, D.J. & Sanford R. N., The Authoritarian Personality, N.Y.: Harper, 1950.

Dogmatic and Authoritarian has Similarities & Dissimilarities
Authoritarian
Discipline
Their children clean, neat, honest, good conduct, hard in studies – overage popularity
Characteristic of Authoritarian
Moral Authority
Judges: pass heavier sentence if convicts outside his days
Uphold Middle
Class Values
Status Conscious
The World is only Right/Wrong
Loyal to Leaders
Who is important rather than what is said
To Influence Authoritarian Personalities
Choose speaker to suit their characteristics from their status more
group higher powerful

LEON FESTINGER, A Theory of Cognitive Dissonance, Stanford, 1962.When in dissonance, would like to maintain consonance

OSGOOD, C & TANNENBAUM, P.The Principles of Congruity in the Prediction of attitude Change, in Psychological Review No 62, pp 42-55, 1955maintain congruence

ROGERS, R.W.A., "Protection Motivation Theory of Fear Appeals and Attitude Change" in Journal of Psychology No 91, pp 93-114, (1975)Use fear, worst scenario

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