Chapter 5: Attitudes, Behaviors and Keys to Persuasion Flashcards
What are the three factors that hinge the relationship between attitudes and behavior?
- features of the situation
- characteristics of the person
- qualities of the attitude
Definition of norm
an individual’s belief about the appropriate behavior in a situation
Definition of social norm
can operate on an individual, community, or collective level, is an unwritten rule shared by members of a group or society that describes or prescribes a particular behavior
High self-monitors
concerned with displaying appropriate behavior in social situations, can adapt their attitude to fit the situation, choosing not to display an attitude when it seems unsuitable
Low self-monitors
decide what to do based on their inner feelings and attitudes, are more apt to translate their attitude into behavior; saying what they believe is an important part of their overall personae
Attitudes formed through direct experience..
are more clearly defined, held with greater certainty, more stable over time, and more resistant to counter influence
General attitude
the global evaluation that cuts across different situations. Sometimes called attitude toward the object
Specific attitude
called attitude toward a behavior, is evaluation of a single act, or specific behavior that takes place in a particular context at a particular time
Compatibility Principle
a strong relationship between attitude and behavior is possible only if the attitudinal predictor corresponds with the behavioral criteria
Theory of Planned Behavior
people can harbor an attitude and believe that important others think they should engage in the behavior, but just feel they lack the personal or environmental control to accomplish the task
Planned behavior and reasoned action
imply that people engage in some measure of deliberation and planning in how they go about deciding whether to perform a particular behavior
What are the 5 components of the theory of reasoned action or the reasoned action approach
- attitude toward the behavior
- perceived norm
- perceived behavioral control
- behavioral intention
- behavior itself
Attitude toward the behavior
the individuals judgment that performing the action is good or bad
perceived norm
perceived social pressure to perform the action
perceived behavioral control
the degree to which individuals believe they are capable of performing a particular behavior
behavioral intention
the intent or plan to perform a particular behavior
behavior itself
the action in a particular situation
Reasoned action model
says that a prerequisite for developing successful messages is to have a detailed appreciation of target audience members’ beliefs, attitudes, norms, perception of control, and intentions
What are the two components of perceived norm?
Injunctive norms - perceptions of what other people think we should do
descriptive norms - perceptions of what others have done, are doing, or are likely to do in the future
Injunctive norms subcomponents
- injunctive normative beliefs, or beliefs that individuals who are important to the person endorse the behavior
- motivation to comply, the person’s motivation to go along with these significant others
Descriptive norms subcomponents
- descriptive normative beliefs, or beliefs about how frequently important others engage in the behavior
- identification, the degree to which an individual identifies with these significant others
Perceived behavioral control
the degree to which individuals perceive they are capable of performing a particular behavior or can control their performance of the action
Limitations about reasoned action approach
- the model can be laborious to study, involving so many different steps and a rather arcane phrasing of questions
- challenge of forecasting intentions and behavior when attitudes are irrationally or implicitly held, as in the the case of prejudice
Persuasion primarily involves..
changing the core, salient beliefs that underlie the attitude, normative, and perceived behavioral control aspects of a particular behavior
