Chapter 15. Social Psychology: "3R the Bottle!"

15.1

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You must read each slide, and complete any questions on the slide, in sequence.
Dr. Chrysalis L. Wright, University of Central Florida
3R the Bottle!
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Your Situation
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Dr. Chrysalis L. Wright, University of Central Florida
Persuasion
Intentionally trying to make people change their attitudes and beliefs, which may lead to changes in their behaviors.
Conformity
The urge to modify behaviors, attitudes, beliefs, and opinions to match those of others.
Attitude
The relatively stable thoughts, feelings, and responses one has toward people, situations, ideas, and things.
Nurture
The environmental factors that shape behaviors, personality, and other characteristics.
Classical conditioning
Learning process in which two stimuli become associated with each other; when an originally neutral stimulus is conditioned to elicit an involuntary response.
Observational learning
Learning that occurs as a result of watching the behavior of others.
Scattered papers and textbooks on a desk with computer screen and lamp.
PeopleImages/Getty Images

You are a freshman and just finished your first week of class. You are settled into your dorm room, have purchased the textbooks for your classes, and now want to join a club or start an extracurricular activity. You believe that getting involved on campus will help you fit in and adjust to the new environment. All week you have been given flyers and pamphlets about different student organizations around campus. As you sit down at your desk to review some of them, you notice a flyer on your roommate's desk.

Asch, S. E. (1955). Opinions and social pressure. Scientific American, 193, 31–35.

Celebrities promote recycling on T-shirts. Retrieved from http://wardrobeadvice.com/celebrities-promote-recyling-on-t-shirts/

D’Alessandro, N. (2014, April 7). 22 Facts about plastic pollution (and 10 things we can do about it). Eco Watch. Obtained from http://www.ecowatch.com/22-facts-about-plastic-pollution-and-10-things-we-can-do-about-it-1881885971.html

GeoGarage (2012, June 20). Global call to stop plastic pollution presented at Rio Earth Summit. Retrieved from http://blog.geogarage.com/2012/06/global-call-to-stop-plastic-pollution.html

Lerche, J. (no date). How is saving plastic bottles helping the earth? Retrieved from http://homeguides.sfgate.com/saving-plastic-bottles-helping-earth-79229.html

Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.

Recycle symbol-reduce plastic bottles. Explore waste plastic, van plastic, and more! Retrieved from https://www.pinterest.com/pin/548876273306063170/

Warwickshire Community Recycling. Retrieved from http://www.changeagents.org.uk/warwickshire-community-recycling-social-enterprise

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What You Need to Know

The elaboration likelihood model proposes that persuasion depends on the way people think about an argument, and it can occur via one of two pathways. With the central route to persuasion, the focus is on the content of the message, and thinking critically about it. With the peripheral route, the focus is on “extramessage factors” such as the credibility or attractiveness of the source . There is little critical thinking involved in the peripheral route, and the commitment to persuasion is rather low.

Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.

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Question

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Based on the text, if the person receiving the message is knowledgeable and invested in its outcome, the central route of persuasion is used. If the person is distracted, lacks knowledge about the topic, or does not feel invested in the outcome, the peripheral route is used.

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Environmental club booth on campus.
Yellow Dog Productions/Photodisc/Getty Images

It is now Wednesday and you’re at the 3R the Bottle! club meeting. There are about 15 other students there, as well as pizza and soda (in aluminum cans, not plastic bottles). The group discusses plastic pollution, why it is an issue, and potential remedies to the problem. The club officers hand out member applications to everyone present and ask them to complete the application before leaving the meeting. You look around and see that everyone in the room is filling out the application and turning it in to the club officers. You decide to do the same, even though you wonder if membership to this club would be a good use of your time.

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Social psychologists have studied conformity extensively. In a classic experiment by Solomon Asch (1907–1996), college-student participants were asked to sit at a table with six other people, all of whom were confederates working for Asch . The participants were told to look at two cards. The first card had one vertical line on it, the standard line, and the second card had three vertical lines of different lengths, marked 1, 2, and 3.

Asch, S. E. (1955). Opinions and social pressure. Scientific American, 193, 31–35.

After looking at the two cards, the group was instructed to announce, one at a time going around the table, which of the three lines was closest in length to the standard line. In the first two rounds, everybody agreed about which line matched the standard. In the third round, however, the first five people (all confederates) offered what was clearly the wrong answer. In about 37% of these trials, participants went along with the group and provided the incorrect answer. Additionally, 76% of participants conformed and gave the wrong answer at least once. This study has been replicated in various cultures, yielding similar results.

Photo of participants in Asch's experiment made by William Vandivert and Solomon E. Asch from the article “Opinions and Social Pressure”, Scientific American, November 1955.
photo by William Vandivert/Solomon E. Asch, Opinions and Social Pressure, Scientific American, Nov 1955, Vol 193, No.5, 31-35

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Skills You Can Use

You have been an active member of 3R the Bottle! for about three months now. You’ve been asked to prepare a poster for a demonstration the club has planned. The plan is to march across campus, holding signs while chanting “3R the Bottle!” The club hopes to make others on campus aware of plastic bottle pollution and teach them how to recycle old plastic bottles.

You need to decide how you want your poster for the demonstration to look. Is it possible to take advantage of both routes of persuasion simultaneously? For each item listed below, identify if it would go with the central or peripheral route of persuasion.

Question

Green background on the poster 6JRxhBpc8ZV23dsGrtKGjIcRdSBfplRc1tdebVwkycX7+vhnpEDrcA==
White background on the poster e0nqb3TVK6upE9YFw3hN9ID//Og6wTBoIMgGuwOKeDWa7akNVVFY2A==
Plastic pollution statistics e0nqb3TVK6upE9YFw3hN9ID//Og6wTBoIMgGuwOKeDWa7akNVVFY2A==
Image of plastic bottles 6JRxhBpc8ZV23dsGrtKGjIcRdSBfplRc1tdebVwkycX7+vhnpEDrcA==
Large letters that read “3R the Bottle!” in white in the center 6JRxhBpc8ZV23dsGrtKGjIcRdSBfplRc1tdebVwkycX7+vhnpEDrcA==
Information on how to recycle plastic bottles e0nqb3TVK6upE9YFw3hN9ID//Og6wTBoIMgGuwOKeDWa7akNVVFY2A==
Picture of a celebrity recycling 6JRxhBpc8ZV23dsGrtKGjIcRdSBfplRc1tdebVwkycX7+vhnpEDrcA==
Picture of other college students recycling 6JRxhBpc8ZV23dsGrtKGjIcRdSBfplRc1tdebVwkycX7+vhnpEDrcA==
Information on what happens to unrecycled plastic bottles e0nqb3TVK6upE9YFw3hN9ID//Og6wTBoIMgGuwOKeDWa7akNVVFY2A==
Pictures of unrecycled plastic bottles e0nqb3TVK6upE9YFw3hN9ID//Og6wTBoIMgGuwOKeDWa7akNVVFY2A==
Correct! The white background on the poster, and the plastic pollution statistics, the information on how to recycle plastic bottles, the information on what happens to unrecycled plastic bottles, and the pictures of unrecycled plastic bottles all deal with the central route of persuasion. The green background of the poster, the image of plastic bottles, the large letters that read “3R the Bottle!” in white in the center, the picture of a celebrity recycling, and the picture of other college students recycling all deal with the peripheral route of persuasion.
Actually, the white background on the poster, the plastic pollution statistics, the information on how to recycle plastic bottles, the information on what happens to unrecycled plastic bottles, and the pictures of unrecycled plastic bottles all deal with the central route of persuasion. The green background of the poster, the image of plastic bottles, the large letters that read “3R the Bottle!” in white in the center, the picture of a celebrity recycling, and the picture of other college students recycling all deal with the peripheral route of persuasion.

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If you take the peripheral route to persuasion when making your poster, the end result would be similar to this.

Top: kyolshin/Getty Images
Bottom left: wavebreakmedia/Shutterstock
Bottom right: James Devaney/Getty Images

Poster of 3 R the bottle organization. The background is a linear down gradient from white to green. There is a title of the organization and a picture of three plastic bottles positioned as a recycle symbol at the top. Below there are photos of happy environmental activists in the park on a sunny day and Cameron Diaz with Ashton Kutcher visiting MTV's 'TRL' studios in Times Square in 2008.

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If you take the central route to persuasion when making your poster, the end result would be similar to this.

Placebo365/Getty Images

Poster of 3R the bottle organization. The background is a blue with a plastic bottle floating in the water. There is text below the title. Plastic bottles are convenient! Most enter the municipal solid waste stream instead of being recycled. Plastic bottles go to landfills or incinerators, where their petroleum and natural gases go to waste. Recycling plastic products from recycled material requires less energy than making new plastic from raw material. Greenhouse gas production from recycling plastic bottles is less than the emissions released from making new plastics. Each top of recycled PET bottles saves 1.5 tons of CO2 emissions. Recycling plastic bottles helps the planet by decreasing:

  1. Gas used in making plastic bottles.
  2. Oil used in making plastic bottles.
  3. Greenhouse gas emissions.
  4. Ground and water pollution.
  5. Volume of municipal waste.

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Question

true
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15.8

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Think It Through!

You, along with other club members, have made arrangements to speak in various classrooms across campus to bring awareness to the cause and educate students and faculty. Essentially, your goal is to persuade students to use reusable water bottles rather than plastic bottles.

Video transcript

SARAH KAUSS: A S'well is a fashionable water bottle that keeps drinks cold for 24 hours and hot for 12 hours. It's the first hydration fashion accessory. I'm Sarah Kauss. I'm the founder and CEO of S'well.

I founded S'well five years ago. I did a lot of research, and I found that the reason that people were using plastic water bottles was really out of convenience. So my goal with S'well was really to convert the non-converted-- to try to get people to use a reusable water bottle because it looked better or it worked better. One of the mantras I've been working on is to try to work on the business and not in the business.

KATIE GARBIS: S'well's branding is what really resonates with the customer. The style matched with the function is what people really love. The price point was definitely very difficult in the beginning. It was hard for our stores and our buyers to understand why the bottle costs what it did.

But once they understand that we're really leading with a style footprint and our charity partner, they understood why it needed to cost what it did. We've always partnered with water charities. Right now it's UNICEF, where we support the Tap Project.

Question

true
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Question

true
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

Question

R3nOmgA2gSOxrI1nq/eoip9QZlBo40f7FR0AuYliDMvAI5poQHC4MRw/A7GdhjnwmuaQh/+KFJg=
Answers will vary somewhat but should explain that persuasion can take two main pathways: the central and peripheral routes. The central route to persuasion focuses on the content of the message where the peripheral route focuses on extramessage factors, such as the attractiveness of the source. While there is critical thinking involved when the central route is used, there is little critical thinking associated with the peripheral route. Also, commitment tends to be rather low when using the peripheral route to persuasion in comparison to the central route.

15.9

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In Your Own Words
Recycling, landfill and compost garbage bins on University of California Berkeley campus.
Sheila Fitzgerald/Shutterstock

It is now the end of the academic year and you have been busy! You completed your freshman classes and became involved on campus. You joined the 3R the Bottle! club and participated in their meetings, activities, and events. You even recruited about ten new members yourself! Now you are an avid proponent of recycling. You recycle everything and encourage your friends and family to do the same. This is somewhat different than your passive attitude at the beginning of the academic year, when you had not given much thought to plastic pollution.

The attitudes you hold are strongly influenced by nurture. They develop through experiences, interactions with others, and exposure to social media, television, and other communication outlets. We adopt attitudes through learning processes such as classical conditioning and observational learning.

Question

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Answers will vary but should discuss the many factors that determine whether an attitude can predict a behavior including the strength of an attitude, the specificity of the attitude, and the relevance of the attitude regarding recycling plastic bottles. Stronger, more specific, and more enduring attitudes have a greater impact on behavior. Your attitudes can also be changed to better match a behavior and such attitude shifts often occur without your awareness. Finally, answers should discuss how behaviors also shape attitudes. If you engage in a behavior (in this case, encouraging others to recycle and join 3R the Bottle!), then it can further shape your attitudes.

15.10

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Show What You Know!

Question

true
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Question

true
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Question

true
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Question

true
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

Question

true
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