演讲题目：two-sided messages promote change among people with deeply entrenched attitudes（双向信息有助于提高态度强硬者对与其态度相反信息的开放性）
演讲嘉宾：许梦然，美国俄亥俄州立大学社会心理学在读博士生
演讲时间：2020年9月16日（周三）上午08:00-10:00
演讲地点：随会
文章简介:
我的科研成果表明态度强硬者在阅读双向信息（而非单向信息）后，对与其态度相反的立场会持有更开放的态度。根据话题和领域的不同（例如：社会问题，消费品牌等），人们的高强度态度可以用不同的维度来进行操作定义。首先，我们发现，在与道德高度相关的话题中（例如：在新冠疫情期间戴口罩，枪支管控），道德观念高的被试在阅读双向信息后，会对与其原本态度相反的立场持有更开放的态度；但这个效应仅存在于当信息与其态度相反时。在信息与其态度一致时，双向信息并不能改变其对信息的开放性。更重要的是，当被试对于与其态度相反的立场持有更开放的态度后，他们也更可能改变自己原有的态度，并产生相应的行为改变意愿。通过操纵双向信息是否尊重被试已持观点这一变量，实验表明被试与说客间的互惠意愿（即，说客对被试的观点进行肯定，那么被试也愿意对说客的观点持开放性态度）是推动这一效应的一个可行机制。此外，我们的实验还发现在与道德高度相关的话题中，被试的道德观念比其他态度强度维度（例如：确定性和重要性等）具有更好的预测能力；而在与道德不相关的话题中（例如，口腔卫生），这些其他态度强度的维度则有着更好的预测能力（即，态度的确定性和重要性高的被试在阅读与其原本立场相反的有关双向信息后，会对与其原本态度相反的立场持有更开放的态度）。其次，在消费者和市场学科领域，我们的研究发现，当把品牌忠诚度作为品牌态度指标时，品牌忠诚度高的消费者在阅读双向竞争品牌信息（而非单向竞争品牌信息）后，更愿意对竞争品牌进行了解、进而产生品牌转换的意愿。最后，我会详细阐述此研究对于理论和实践的贡献。
个人介绍:
许梦然（nancy）目前是美国俄亥俄州立大学社会心理学在读博士生。在导师dr. richard petty的指导下，预计2021年5月获得博士学位。我的科研主要着重于消费者态度、消费者行为和社会影响理论相关的领域。目前，我的科研项目集中在以下两个方面：（1）如何促进态度强硬者对于与其态度相反主张的开放性；（2）了解态度稳定性与评价动机的个体差异。在我的科研项目中，我致力于使用严谨和多样化的研究方法（例如：结构方程模型、多层次模型、以及具有生态效度的实验设计）来研究消费者心理学和社会心理学效应，并将其理论结果应用和推广到真实生活情境当中。
abstract:
my research demonstrates that people with deeply entrenched attitudes become more open to opposite views when they are presented with a two- rather than a one-sided counter-attitudinal message. depending on the topic and domain (e.g., social issues, consumer brands), strong and deeply entrenched attitudes are best indexed by different strength indicators. in my talk, first, i demonstrate that for moralized topics (i.e. facemask wearing during the covid-19 pandemic and gun control), people with a strong moral basis for their attitudes are more open to two- versus one-sided counter-attitudinal messages, but not pro-attitudinal ones. most importantly, this openness to counter-attitudinal information leads to downstream consequences of attitude change and behavioral intentions consistent with the advocacy. then, by manipulating whether the two-sided message respectfully acknowledges the other side or not, the mechanism behind the advantage of a two-sided counter-attitudinal message is shown. that is, this study suggested that an intention to reciprocate the source’s respectful acknowledgement of one’s own position is a plausible mediator of the effect. my research on moralized topics also shows that the moral basis of people’s attitude provides unique predictive power above and beyond alternative attitude strength indicators (e.g., certainty, importance). then, i demonstrate that for a non-moralized topic (i.e., dental hygiene), these alternative attitude strength indicators provide a more useful index than moralization of the strength of people’s attitudes but replicate the same pattern on openness as seen for moralized topics. last but not least, in a marketing context, i show that brand loyalty as an indicator of attitude strength produced similar effect on consumers’ brand switching interest. theoretical and practical implications of the current work will be discussed.
mengran “nancy” xu is presently a doctoral candidate studying under dr. richard petty in the social psychology program at the ohio state university (ph.d. expected may 2021). overall, my research falls within the general domain of attitudes and social influence, especially as relevant in a marketing context. my particular current research pursuits focus on two areas of inquiry: (1) how to promote openness to change in one’s deeply entrenched attitudes, and (2) understanding individual differences in both the motivation to evaluate and in resistance to change. in this work, i employ rigorous and varied methodologies (e.g. structural equation modeling, multilevel modeling, ecologically valid study designs, etc.) to apply theories from social and consumer psychology to better understand consequential phenomena.
