Attitude Change Flashcards
Significance of Attitudes
Link between attitudes and behavior.
Key to marketing and behavior change.
Historical Context
Early focus of social psychology (~80% of studies).
Challenges in Research
Atheoretical studies and inconsistent definitions.
Fragmented findings—”too many bricks in the brickyard.”
Definition of Attitude
Learned disposition guiding thoughts, feelings, and actions.
Consistent responses toward people or objects.
Components of Attitude ABC
Affective (feeling)
Emotional reactions, e.g., “I love beer.”
Behavioral (Acting):
Actions reflecting attitudes, e.g., “I drink beer.”
Cognitive (Thinking):
Beliefs about targets, e.g., “I think about beer.”
Which of the following best illustrates theaffectivecomponent of an attitude?
a) Drinking a specific brand of beer regularly.
b) Believing that one beer is of higher quality than another.
c) Feeling a sense of enjoyment when thinking about beer.
d) Thinking that beer is unhealthy but still choosing to drink it.
c) Feeling a sense of enjoyment when thinking about beer.
Samantha is a health-conscious individual who regularly exercises. She has a positive attitude toward fitness but dislikes jogging as a workout option. Which component of her attitude toward fitness is reflected in her dislike of jogging?
a) Affective (Feeling)
b) Behavioral (Acting)
c) Cognitive (Thinking)
d) None of the above
c) Cognitive (Thinking)
Samantha’s dislike of jogging reflects her belief or thought about a specific behavior related to fitness, showcasing the cognitive component of her attitude.
Characteristics of Attitudes: Learned Influences
Personal Experience: Direct exposure or participation.
Others’ Influence: Social, cultural, institutional, and media effects.
Emotional Reactions: Positive or negative feelings shape attitudes.
Characteristics of Attitudes: General Evaluative Summaries
Positive/negative judgments.
Explicit Measures: Conscious evaluations (e.g., surveys).
Implicit Measures: Automatic, gut-level evaluations.
Characteristics of Attitudes: Validity and Ambivalence
Attitudes can bevalid,invalid, orambivalent.
Explicit Ambivalence: Positive and negative views are both valid.
Implicit Ambivalence: Conflicting evaluations, one rejected.
Function of Attitude
Organize Information
Reduce uncertainty by aiding selective processing.
Focus on positive or negative aspects (e.g., leader’s behavior or rehab outcomes).
Guide Behavior
Motivate intent to act (e.g., engage in physical activity or complete homework).
Do Attitudes Predict Behaviours?
Behavior Shapes Attitudes
People adjust attitudes to align with behaviors (e.g., “I ordered pizza, so I must like pizza”).
Attitudes as Predictors
Multiple Act Behaviors: Likely to predict patterns (e.g., buying running gear, joining a club).
Single Act Behaviors: Poor predictor (e.g., running the Boston Marathon).
Key Predictor for Single Acts
Behavioral Intention: Stronger influence on specific actions.
Role of Reflection
More thought = stronger connection between attitude and behavior.
Alex enjoys swimming and frequently buys swim gear, subscribes to swimming magazines, and goes to the pool several times a week. Based on this information, which of the following behaviors is Alex’s attitude toward swimming most likely to predict?
a) Signing up for a national swimming competition next year.
b) Purchasing a new swimsuit during a sale.
c) Trying a completely different sport like rock climbing.
d) Quitting swimming due to lack of interest.
Correct Answer:b) Purchasing a new swimsuit during a sale.
Alex’s positive attitude toward swimming is a good predictor of multiple act behaviors (e.g., buying gear, visiting the pool) rather than a single act behavior like competing in a national event.
Value of Changing Attitudes
Fosters positive perceptions toward objects or people.
Greater impact onmultiple act behaviors.
Attitudes Are Learned
Stronger attitudes better predict behaviors.
Interventions can reshape attitudes and behaviors.
Classic Processes of PersuasionABC’s of Attitudes
Affective (emotions): Emotional reactions (e.g., appeal to feelings).
Behavioral: Actions taken (e.g., habits or routines).
Cognitive (reason): Beliefs and thoughts (e.g., logical appeal).
Classic Processes of Persuasion: Learning and Reception Theories
Classical Conditioning:Associate objects with existing positive/negative feelings.
Self-Persuasion:Persuasion relies on favorable self-generated thoughts (e.g., imagining being popular by drinking Budweiser).
Classic Processes of Persuasion: Meta-Cognition
Confidence in your thoughts increases their influence (self-validation theory).
What is Meta-Cognition without the help of ABC (on final)
Confidence in your thoughts increases their influence (self-validation theory).
more confidence means more likely you would do it.
Classic Processes of Persuasion: Motivational Approaches
Cognitive Consistency:Align behavior with attitudes.
Cognitive Dissonance:Mismatch between attitudes and behavior motivates change.
Which of the following best illustrates classical conditioning in persuasion?
a) A person feels more confident about their decision after generating multiple positive reasons to support it.
b)A person begins to drink Budweiser because their best friend, whom they admire, always drinks it.
c) A person joins a fitness class because they believe it will improve their overall health.
d) A person feels uncomfortable after skipping workouts, prompting them to adjust their behavior.
Correct Answer:b) A person begins to drink Budweiser because their best friend, whom they admire, always drinks it.
Classical conditioning involves associating a neutral object (Budweiser) with an already positive stimulus (admiration for a friend), leading to a favorable attitude toward the neutral object.
Fundamental Processes of Attitude Change: Low vs. High Thought
Central Route: Thoughtful persuasion.
Peripheral Route: Low-thought persuasion using cues (e.g., attractiveness).
Fundamental Processes of Attitude Change: Elaboration Likelihood Model (ELM)
Central Route: Persistent, resistant to change, predicts behavior.
Peripheral Route: Influenced by simple cues, less enduring.
Fundamental Processes of Attitude Change: Practical Implications
Critical for increasing physical activity and promoting health behaviors.
Fundamental Processes of Attitude Change: Social Marketing
Uses persuasive strategies to benefit individuals and society.
Attitude Change Messages
WHO says WHAT via what MEDIUM to WHOM with what EFFECT?
Which of the following scenarios best illustrates the use of the central route in persuasion, according to the Elaboration Likelihood Model (ELM)?
a) A celebrity endorses a fitness product, and their likability motivates purchases.
b) A detailed pamphlet explaining the long-term health benefits of regular exercise influences readers to join a gym.
c) A television commercial uses upbeat music and colorful visuals to promote a running event.
d) A fitness coach encourages their team by sharing a motivational story with emotional appeal.
Correct Answer:b) A detailed pamphlet explaining the long-term health benefits of regular exercise influences readers to join a gym.
The central route involves thoughtful persuasion, where the audience evaluates the quality and logic of the message. A detailed pamphlet appeals to reasoning and is processed by motivated individuals.
Source Factors of persuasion
Effective Communicators
Low thinking: Source acts as a peripheral cue.
High thinking: Source serves as a persuasive argument.
Key Characteristics
Credibility: Trustworthy, unbiased, knowledgeable.
Expertise: Persuasive in relevant fields or ambiguous topics.
Attractiveness: Similarity, familiarity, likability, physical appeal.
Message Factors
Number of Arguments
Unmotivated: More arguments = more persuasive.
Motivated: Weak arguments reduce effectiveness.
Presenting Sides
One-sided: Best if only one perspective is expected.
Two-sided: Best if opposing views are likely heard.
Fear Appeals
Effective at moderate levels (inverted-U curve).
Credible sources can present more fear.
Repetition
Works to a point (inverted-U curve).
Too much repetition can alienate a brighter audience.
How-To Advice
Focus on simple, actionable steps to increase perceived control.
Emphasize long-term benefits or costs.
Medium Factors
Direct Experience vs. Communication
Active (greater long-term effects) vs. passive engagement.
Modality
Written:Ideal for rational or complex arguments; clarity/comprehension.
Oral/Personal:Effective with a likable communicator.
Mass Media vs. Face-to-Face
Mass Media:Cost-effective for large audiences.
Face-to-Face:Increases comprehension.
Target/Audience Factors
Ability Factors
High intelligence: Better understanding, but less likely to yield.
Active vs. Passive Engagement
Active audiences are more persuaded.
Existing Attitudes
Undecided or favorable attitudes are easiest to change.
Personality Factors
Low self-esteem: More persuadable.
High ego involvement: Harder to influence.
Outcome Factors
Target Issue
Does the message address a specific behavior or aim for broader, general effects?
Behavioral Focus
Specific Behavior:Direct impact on a single action.
Multiple Act Behaviors:Influence on patterns or related behaviors.
Which of the following audience factors is most likely to increase the effectiveness of a persuasive message?
a) The audience has high ego involvement in the topic.
b) The audience has high intelligence and is unmotivated to think critically.
c) The audience has high self-esteem and strong opposing views.
d) The audience is undecided or has favorable existing attitudes toward the message.
Correct Answer: D The audience is undecided or has favorable existing attitudes toward the message.
Audiences who are undecided or already hold favorable attitudes are easier to persuade because they lack strong opposition and are more open to influence.
