Chapter 3 & 4 Flashcards
functional theory
suggests that a persuasive message is most likely to change an individuals attitude when the message is direct at the underlying function the attitude serves
T/F Attitudes do not always predict behavior
T
context, norms, roles and scripts are apart of . . .
situational factors that influence persuasion
high self-monitors
are concerned with the public appearance appearance lf self they display in social situations; exhibit less attitude consistency
low self-monitors
are less concerned w/ fitting into situation; maintain congruence between attitude and behavior
called the attitude toward the object; is the evaluation that cuts across different situations
general attitude
called the attitude toward the behavior; is the evaluation of a specific act or behavior that takes place in a particular context and time
specific attitude
model assumes that people rationally calculate the cost and benefits of in engaging in a particular action
theory of reasoned action
4 components of Theory of Reasoned Action
- attitude toward the behavior
- subjective norm
- behavioral intention
- behavior itself
argues that behavior intention is determined by attitude, subjective norm and perception of behavioral control
Theory of Planned Behavior
the premise that attitude will predict behavior if they can be activated from memory at the time of decision
Accessibility Theory
when an attitude does not match norms done, and refuse to take consequence
hypocrite
the is the scale where respondants are asked if they agree or disagree; with each statement along a numerical scale
Likert Scale
the scale progresses from item lest easiest not to accept to the most difficult to endorse
Guttman Scale
Participants rate a concept using opposite adjective
Semantic Differential Scale
