Test 3 Unreasoned Influences on Behavior Flashcards
what is “unreasoned behavior”
not assume intentional deliberation (serious thought) about the best course of action prior to acting
what are the 3 types of unreasoned responses
- habit
- mindlessness
- mere exposure
explain habit
- routine behaviors (ie. grocery shopping)
- explains some behaviors better than norms/attitudes
what is the conclusion of habit
habit has a life of its own independent of reasoned influence
what happened in the study of habit during the blood donation, Bagozzi?
-frequent blood donating in past predict actual blood donation over later time above the combination of: attitude, subjective norms, and behavioral intention
what happened in the study of habit during the drug use, Bentler & Speckhart?
-past drug use had a greater influence on present drug use than attitudes and subject norms
what are some challenges for persuasion that come from habit
habitual behaviors difficult to influence change
what are some opportunities for persuasion that come from habit
once habit in place, persuasive msgs may serve to reinforce it
define mindlessness
- minimal info processing & behave in auto fashion
- attention focused on cues, fail to take into acct other substantive cues (human auto-pilot)
- new info limited
what are the 3 causes of mindlessness
-over-reliance on existing categories
-premature cognitive commitment
-over-learned behavior
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what does it mean to have over-reliance on existing categories (mindlessness)
observations categorized into rigid set of pre-existing interpretations
what does it mean to have premature cognitive commitment (mindlessness)
assume there is a single appropriate response without other interpretation
what does it mean to have over-learned behavior (mindlessness)
steps in a sequence are no longer processed cognitively
what are some challenges for persuasion that come from mindlessness
- refusal scripts (mindless response)
- difficult to get mindless audience to attend novel info
what are some opportunities for persuasion that come from mindlessness
-capitalize on mindlessness (ie. do you want fries with that?)
what is mere exposure
- propensity (inclination) for ppl to respond positively to repeated exposures to a:
- familiarity=liking
- repetition = less threatening/approachable
What happened during the Zajonc study
- initial study
- showed chinese characters to ppl from 1-25 times and asked them to guess meaning
- more ppl saw character, more positive meaning assigned to it
what happened during the Cacioppo and Petty experiment
- conducted 2 experiments and found relationship applied to attitudes.
- attitudes peaked after 3 exposures to the same msg
what are some challenges for persuasion in regards to mere exposure
- ensuring that repeated msg is attended to
- too much repetition may lead to negative response
what are some opportunities for persuasion in regards to mere exposure
- some value to message repetition
- possible unfavorable msg may appear more favorable (or less favorable) over time
