6.2 Attitudes & Attitude Change Flashcards
Theory of Planned Behaviour
•the theory of when attitudes will predict your actual behaviour
Attitudes towards behaviour
how do you feel towards birth control?
most people say its pretty positive
a positive attidue towards birth control is associated with actually using birth control at .08 so almost no association
when assesing attitudes you don’t want general attitudes, you want very specific
Subjective norms
beoples beliefs about how other people they care about will view the behaviour in question
100% say they’d use a condom but only like 50% do
HAs to do with how their partner woukd react
Perceived behaviour control
the ease that they can perform the behaviour
if people think B.control is really easy to use and inexpensive then their more likely to use it
Behaviourak intention
What factors effect someone’s intention. Bad mood lessened the odds of using a condom. Low SE. Alcohol
Persuasion
Change a private attitude or belief as a result of receiving a message
Yale Attitude Change Approach
Who? The source of the communication
•Credible speakers (more trustworthy)
•Attractive speakers persuade more
What? The nature of the communication
•In general, two sided work better if you are sure to refute the other side
•If back to back arguments are given (Primacy effect)
•If delay between arguments (Recency effect)
To Whom? Nature of the Audience
•Distracted audience more persuaded
•Low intelligence more persuaded
•Especially between 18-25
Theories of Attitude Change - 4
•Cognitive Dissonance
•Dual Process Models:
–Elaboration Likelihood Model
–Heuristic-Systematic Model
Cognitive Dissonance
•Attitude change results from drive to reduce cognitive dissonance by reducing attitude-behavior inconsistency •Initial Attitude --> Counterattitudinal Behavior --> Dissonance --> Attitude Change
STUDY:
a) Students write an essay favoring 6:30am class
•Ek! Tension – dissonance
b)If before writing the essay students are given a pill that is supposed to make them feel tense
•Leads to attitude change
–6:30 am classes aren’t so bad
•if pill: NO need to change their attitude
• the people given the pill didn’t change their mind because they thought the disonace was due to the pill
Post decision dissonance
•After we make a decision we engage in post decision dissonance
Had women rate appliances
Given the choice of the two equally attractive ones
20 mins later, asked to rerate the appliances
Rated their appliance higher!! Lower rating of appliance they rejected
Cognitive Spreading
You make th distance between the thing you didn’t chose and th one you did bigger in your mind. Oh that apartment was great that we got the other sucked. This lets you breathe easy. Even greater when forced to choose between two unattractive alternatives because dissonance is greater.
Elaboration Likelihood Model
•Two ways (“routes”) in which persuasive messages can cause attitude change
–Central Route
–Peripheral Route
Central route
- For when people are motivated to think carefully about the issue
- Most effective when make strong arguments
- Weak arguments will backfire – people will counter argue
- poeple otivated to think carfully about an issue
- its most effective to take the central route with a strong argument
- people are able to elaborate on the message, listen close and analuse the argument
- these are the facts about the message. Strong facts, go central route
–High motivation
–Ability (cognitive resources)
Peripheral route
- For when people are not motivated, or are distracted or busy
- Most effective when include cues that people use to make decisions without a lot of thought
- Associating the product with cool and attractive people
- used when poeple are motivated, distracted or busy then use these peripheral cues/heuristics
- what happens when people aren’t elaborating on the message, stop analying the message and are infuelnced on the surface of the message (credibility of person, atr=tractiveness)
- use when popel have less coginitive resources avaliable (tired, dont care about topic)
–Low motivation
–Less cognitive resources
Motivation
•Factor influencing the motive to process a message carefully
–Personal Relevance
[if you makre the argument personaly relevent to the person they’ll have a very high motivation to llisen to you and go through central route]
Study:
had people listen to arguments in favour of mandatory comprehensie exams
IV1: degree of personal relevence (either it’ll be imprlmented next year or in 10 yrs) [motivation]
IV2: argument strength (high/low quality resons for having them) [central route]
IV3: prestige of the source (either prisnston profressor or high school student) [peripheral route]
DV: how much do you agree with this?
- if your highly motivated your mostly paying attention to the argument less about peripheral cues as is seen
- in the low persona lmotiation, the main thin is who the argument comming from
6 universal that guide behavioru and pursuade people and what each are
Reciprocity
•people are obliges to give back something that you’ve gotten in return. Like for like. Social obligations. more likley to say yes to those that they owe.
•giving mints to diner make people more likley to give 3% more tipss.
•if the watress gives one, stops and gives another tips go through the roof
Scarcity
•People wnat things that are more rare
•it’s not enought to tell about the benidits, you need ot point out what’s uniuq and thwhat they stand to lose
Authority
•people folow the lead of credible leaders
•people more likley to follow a doctor if diploma is on wall
•when a reseptionist introduced the client by mentioning their achievements they got more sales
Consistency
•people want to be consitent with the things theyve already said or done
•More likley to but a giant bilbord in lawn after posting a small sticky note in window for same thin 10 days prior
Liking
•people prefer to say yes to those they like
•3 NB facots
-like people who are similar
-pay us compliments
-cooperate towars us towards a future goals
•people who thought about similarities were able to negotiate a deal with another 90% of time
Consensus
•people will do what other are doing
•mentioning that 75% of other people are more likley to resuse their towel. This increase your liklihood of resuing their towels.
Cognitively-Based Ad
•Utilitarian products
•Examples:
–Appliances
–Car insurance
