Wk 5 - Attitude and attitude change Flashcards
Theory of planned behaviour (LaPiere, 1930)
lining beliefs to behaviour & action
- specific attitudes (better at predicting behaviour)
- subjective norms (the opinion of ppl u care about regarding your behaviour)
- perceived behavioural control
how does Cognitive Dissonance Theory explain how behaviour change
- inner drive to maintain balance between our beliefs and facts to avoid disharmony
- we rationalise inconsistencies to ease discomfort
- relevant to decision-making and problem-solving
how does the persuasive communication lead to attitude change (Yale Attitude Approach)
consider:
1. Who is the communicator: exerts, popular/attractive ppl, speech rate
- What is the message: manipulation, fear, two-sided communication, primacy/recency effect
- Who is the audience:
self-esteem, age, gender, intelligence
Dual-Process Model of Persuasion:
Elaboration-Likelihood model (Petty & Cacioppo)
central route:
more convincing, counter arguments. high elaboration, rational thinking –> attitude change
peripheral route: (surface)
low level argument, swayed by superficial cues, person who delivers message is important –> attitude change
the role of advertising in attitude change
- how personally relevant is it to the consumer?
Split cable market tests: consumers have special ID cards that they use at the checkout to see which commercial was the most effective
Successful public health campaigns: product placement, admired public figures, emotional responses
How to resist persuasive messages
attitude inoculation: information given prior to advertisement technique. Cultural truisms: behaviours we take for granted e.g. brushing teeth after every meal
Resisting peer pressure:
linked to values and emotions.
Being alert to product placement:
