Class Notes Chapter 7

Attitudes and Attitude Change

ATTITUDE
n

AN ORIENTATION TOWARD AN OBJECT HAS A FOCUS (BROAD OR NARROW)

u u u u u

MUSIC COUNTRY MUSIC POLITICIANS REPUBLICANS PRESIDENT BUSH

ATTITUDE

3 COMPONENTS COGNITIVE--BELIEF AFFECTIVE--EMOTIONAL BEHAVIORAL--ACTION OR 2 COMPONENTS?

ATTITUDES & BEHAVIOR

LaPierre (1934) BEHAVIOR 99.6% SERVICE ATTITUED 8% FAVORABLE (92% SAID THEY WOULD NOT SERVE)

SITUATIONAL HURDLE

TELL REPUBLICANS YOU DONT LIKE GORE TELL FRIENDS (MIXED POLITICAL VIEWS) YOU DONT LIKE GORE TELL GIRLFRIENDS FATHER & GORE LOVER YOU DONT LIKE GORE

WHY ATTITUDE-BEHAVIOR INCONSISTENCY?

SITUATIONAL HURDLES MANY ATTITUDES ARE RELEVANT TAKING COURSE, GIVING TO CHARITY

Specific or General Attitudes

Global attitudes dont predict specific behaviors. Specific attitudes predict specific behaviors.

A SPECIFIC BEHAVIOR
0.6 0.5 0.4 0.3 0.2 0.1 0 B C BC PILLS USING PILLS NEXT 2 YRS

Specific or General Attitudes

A global attitude doesnt predict specific behaviors. A global attitude predicts the overall pattern of behavior

GENERAL PATTERN PETITON SIGNING

0.5 0. 5 0. 0. 5 0. 0. 5 0. 0. 5 0. 0.05 0

OFF SHORE NUC POWER AUTO EXHAUST CIRCULATE PET. BEHAVIOR

GENERAL PATTERN LITTER PICK -UP

0.4 0.35 0.3 0.25 0.2 0.15 0.1 0.05 0

PARTI IPATE RECRUIT OVERALL

GENERAL PATTERN RECYCLING

0. 0. 0. 0. 0. 0. 0

Week 1

Overall

BEHAVIOR PATTERN
0.7 0. 0.5 0. 0. 0. 0. 0 PETITION LITTER RECYCLE
COMOSITE COMP

THEORY OF PLANNED BEHAVIOR

ATTITUDE TOWARD THE BEHAVIOR INTENTION SUBJECTIVE NORM BEHAVIOR

PERCEIVED BEHAVIORAL CONTROL

THEORY OF PLANNED BEHAVIOR BUYING A CAR

A ACT SN

RELIABLE ATTRACTIVE GOOD FEATURES CAR PAYMENTS HIGH INSURANCE

FRIENDS APPROVE PARENTS DISAPPROVE

HOW IMPORTNAT ARE EACH OF THESE FACOTRS?

FORMATION OF ATTITUDES

CLASSICAL CONDITIONING INSTRUMENTAL CONDITIONING SOCIAL LEARNING

ATTITUDE CHANGE

ATTITUDE CHANGE REQUIRES

ATTENTION COMPREHENSION ACCEPTANCE REACTANCE PUSHY SALESPERSON

FACTORS AFFECTING ATTITUDE CHANGE

SOURCE MESSAGE TARGET

SOURCE FACTORS

CREDIBILITY CAN SOURCE BE BELIEVED? EXPERTISE T.S. ELIOT VS SOPH, DENTIST VS OTHER PERSON NOBEL PRIZE SLEEP RESEARCHER TRUST USED CAR SALESPERSON, TRIAL DEFENDANTS, CREDIBILITY MAY BECOME LESS IMPORTANT WITH PASSAGE OF TIME

SLEEPER EFFECT
PERCENT CHANGING ATTIT DE 35 30 HIGH 25 20 15 10 5 0 IMMED 4 WEEKS LOW

OTHER CHARACTERISTICS CAN BE IMPORTANT

ATTRACTIVENESS CELEBRITIES SIMILARITY

OTHER CHARACTERISTICS

ATTRACTIVENESS MORE STUDENTS SIGNED PETITION TO SERVE MEAT AT ONLY 1 MEAL / DAY FOR A HIGHLY ATTRACTIVE (41%) THAN TYPICAL STUDENT (32%). LIKING PRAISING STUDENTS GETS MORE ATTITUDE CHANGE THAN INSULTING (VD PREVENTION)

OTHER CHARACTERISTICS

SIMILARITY MORE INFLUENCE ON PAINT DECISION IF OTHER BOUGHT 3 VS 30 GALLONS CLEANER TEETH FOR BLACK JR.. HIGH STUDENTS IF APPEAL FROM BLACK VS WHITE DENTIST MORE OPPOSITION TO SAT IF MESSAGE WAS FROM A STUDENT AT THE SAME UNIVERSITY

COMMUNICATOR SIMILARITY
1.4 1.2 ATTITUDE CHANGE 1 0.8 0.6 0.4 0.2 0 WEAK STRONG

SI ILAR DISSI

BALANCE THEORY

COMMUNICATOR EFFECTIVENESS IS INCREASED IF HE OR SHE INITIALLY EXPRESSES SOME VIEWS THAT ARE ALSO HELD BY THE AUDIENCE

WHAT AN AUDIENCE THINKS OF A PERSUADER MAY BE DIRECTLY INFLUENCED BY WHAT THEY THINK OF THE MESSAGE. NO NEW TAXES, SATANIC CULT,

BALANCE THEORY
P BALANCED + + P _ + UNBALANCED + + O + + X O _ + P _ _ P

SOURCE VS MESSAGE

SOURCE CHARACTERISTICS ARE LESS IMPORTANT IF THE MESSAGE IS PERSONALLY RELEVANT TO THE TARGET. MESSAGE FACTORS ARE ESPECIALLY IMPORTANT IF THE MESSAGE IS PERSONALLY RELEVANT TO THE TARGET. PERSONAL RELEVANCE AFFECTS HOW MUCH WE USE CENTRAL PROCESSING AND PERIPHERAL PROCESSING

CENTRAL AND PERIPHERAL PROCESSING

CENTRAL ATTENTIVE THOUGHTFUL ELABORATION CRITICAL EVALUATION ARGUMENT STRENGTH

PERIPHERAL SUPERFICIAL HEURISTICS EXPERT, GOOD REPUTATION, LIKED, SOURCE OF MESSAGE

CENTRAL VS PERIPHERAL PROCESSING

CHANGE TO A 3-SEMESTER SYSTEM PERSONAL INVOLVEMENT (INTERVIEWED ON CAMPUS TV) SOURCE (PRAISED OR INSULTED STUDENTS) MESSAGE (STRONG VS WEAK ARGUMENTS) MESSAGE AFFECTED HIGH INVOLVEMENT Ss; SOURCE AFFECTED LOW INVOLVEMENT Ss.

CENTRAL VS PERIPHERAL PROCESSING

GRADUATION TEST PERSONAL INVOLVEMENT (NEXT YEAR VS IN TEN YEARS) SOURCE EXPERTISE (DISTINGUISHED PRINCETON PROFESSOR VS HIGH SCHOOL STUDENT) MESSAGE (FACTS & WELL-REASONED ARGUMENTS VS ANECDOTES & PERSONAL OPINIONS

CENTRAL VS PERIPHERAL PROCESSING

GRADUATION TEST PERSONALLY INVOLVED Ss WERE MORE INFLUENCED BY ARGUMENT STRENGTH AND LOW INVOLVEMENT Ss WERE MORE INFLUENCED BY SOURCE EXPERTISE. THERE WAS MORE CENTRAL PROCESSING WHEN PERSONALLY INVOLVED WITH THE ISSUE. CENTRAL PROCESSING PROMOTES RELIANCE ON ARGUMENTS NOT THE SOURCE.

GRADUATION TEST
0. POSTCOMMUNICATION ATTITUDE 0. 0. 0. 0 -0. -0. -0. -0. HIGH

EXPERT SOURCE

NONEXPERT SOURCE

PERSONAL INVOLVEMENT

LOW

GRADUATION TEST
0.6 POSTCOMMUNICATION ATTITUDE

0.4

STRONG ARGUMENTS

0.2

-0.2

-0.4

WEAK ARGUMENTS
LOW

-0.6 HIGH

PERSONAL INVOLVEMENT

MESSAGE CHARACTERISTICS

Discrepancy One vs. Two Sided Messages Primacy vs. Recency Explicit Conclusions Factual vs. Emotional Appeals Fear Appeals Forewarning Distraction Pleasant Context Type of Presentation Media vs. Face-to-Face Face-toActive Involvement

DISCREPANCY

HOW DOES THE MESSAGE COMPARE TO YOUR CURRENT ATTITUDE? UP TO A POINT MORE DISCREPANCY RESULTS IN MORE ATTITUDE CHANGE LATITUDES OF ACCEPTANCE, NONCOMMITMENT, & REJECTION

DISCREPANCY
5.5 EEDED HOURS OF SLEEP

6.5

7.5

8 8 7 6 5 4 3 2 1 0

HOURS OF SLEEP ADVOCATED

DISCREPANCY

OPTIMAL DISCREPANCY DEPENDS ON VARIOUS FACTORS SOURCE CREDIBILITY STRENGTH OF TARGET BELIEFS

DISCREPANCY
5.5 EE E

6 IG 6.5 LO 7

O O

LEEP

7.5

8 8 7 6 5 4 3 2 1 0

HOURS OF SLEEP ADVOCATED

ONE VS TWO SIDED

ONE SIDED IS USEFUL WHEN: AUDIENCE RECEPTIVE TO YOUR POSITION YOUR POSITION IS THE ONLY ONE TO BE PRESENTED WHEN IMMEDIATE THOUGH TEMPORARY CHANGE IS DESIRED. ONE SIDED MESSAGES ARE SIMPLE AND EASIER TO UNDERSTAND. THEY DONT BRING UP INCOMPATIBLE INFORMATION

ONE VS TWO SIDED

TWO SIDED MESSAGE: PRESENT YOUR SIDE ALONG WITH A WEAK VERSION OF OTHER SIDE (PERHAPS REFUTING ARGUMENTS FOR THE OTHER SIDE). TWO SIDED IS USEFUL WHEN: AUDIENCE DISAGREES WITH YOU WILL HEAR FROM THE OTHER SIDE

ONE VS TWO SIDED

A TWO SIDED MESSAGE: MAKES SOURCE LOOK MORE OBJECTIVE & KNOWLEDGEABLE LOOKS LESS INTENT ON TRYING TO PERSUADE (REDUCES REACTANCE) INOCULATION EFFECT MAKES MESSAGE MORE COMPLICATED (DOLLAR DEVALUATION) MAY PROVIDE ARGUMENTS FOR THE OPPOSITION

PRIMACY VS RECENCY

WHEN PRESENTING TWO SIDES OF AN ISSUE SOMETIMES THE FIRST MESSAGE HAS AN ADVANTAGE --A PRIMACY EFFECT SOMETIMES THE MOST RECENT MESSAGE HAS AN ADVANTAGE --A RECENCY EFFECT TIMING IS EVERYTHING BECAUSE IT AFFECTS ATTENTION AND MEMORY.

PRIMACY VS RECENCY

1..2..? NEITHER 1..2........................................?..PRIMACY 1........................................2..? RECENCY

EXPLICIT CONCLUSIONS

MORE PERSUASION IF CONCLUSIONS ARE EXPLICITLY STATED, ESPECIALLY FOR A COMPLEX TOPIC EXCEPT IF AUDIENCE IS INTELLIGENT, OR HOSTILE TO YOU. EXPLICIT CONCLUSIONS INCREASE COMPREHENSION, BUT MAY CAUSE REACTANCE

FACTUAL VS EMOTIONAL APPEALS

SOMETIMES EMOTIONAL APPEALS ARE MORE INFLUENTIAL, SOMETIMES FACTUAL ONES. MAY RELATE TO TARGET & ISSUE TARGET-FACTUAL ADS FOR ANALYTICAL, HIGH NEED FOR COGNITION, EGO-INVOLVED, LOW SELF-MONITORS ISSUE-FACTUAL ADS FOR AIR CONDITIONER, ETC.. EMOTIONALSOCIAL IDENTITY MORE USEFUL FOR PERFUME, GREETING CARDS

FEAR APPEALS

HIGH FEAR APPEALS INCREASE ATTITUDE CHANGE IF:

IT IS BELIEVABLE ACTION CAN PREVENT NEGATIVE EVENT

SMOKING & TRAFFIC MOVIES TOOTH DECAY (BELIEVABLE?) QUIT SMOKING LETTER-LIVE LONGER 8%, DIE SOONER 30% TRIED TO QUIT TETANUS SHOTS (EFFECTIVE ACTION) HIGH 22%; LOW FEAR 6% GET SHOTS

FOREWARNING

CAN DECREASE ATTITUDE CHANGE IF ISSUE IS IMPORTANT TO THE PERSON (HIGH INVOLVEMENT) HIGH SCHOOL SENIORS WERE MORE INFLUENCED BY A SPEECH WHY TEENAGERS SHOULD NOT BE ALLOWED TO DRIVE IF THEY WERE NOT FOREWARNED FOREWARNING MAY PRODUCE REACTANCE AND ALLOW SELFGENERATED COUNTERARGUMENTS

DISTRACTION

TOTAL DISTRACTION CAN PREVENT MESSAGE RECEPTION LIMITED DISTRACTION CAN INTERFERE WITH CENTRAL PROCESSING. THIS CAN EITHER INCREASE OR DECREASE THE EFFECTIVENESS OF THE MESSAGE. ADDING NUMBERS WHILE LISTENING MESSAGE ONLY 45% ADD & IGNORE 15% LISTEN & ADD 90%

PLEASANT CONTEXT

MAY LEAD TO MORE PERSUASION, PERHAPS BY PROMOTING MORE PERIPHERAL PROCESSING & ASSOCIATION OF MESSAGE WITH GOOD MOOD MORE PERSUASION WHEN Ss WERE SERVED PEPSI & PEANUTS MORE PERSUASION WHEN FOLK SONG LYRICS WERE ACCOMPANIED BY MUSIC

Type of Presentation
5 4.5 4 .5 2.5 2 1.5 1 0.5 0 m e c m ex c wr e ud de e e

ude h

ge

Advertising

Increased Sales

46% of existing product ads 60% of new product ads Heartburn Medication: fast, effective Soft Drinks: youth, excitement, energy, attractiveness

Cognitively Based Attitudes

Emotionally Based Attitudes

TwoTwo-Step Flow of Communication

Media Effects (Opinions about changing the city charter)

% h nging ttitude
80 70 60 50 40 30 20 10 0 norm med cover ge med +m ng med +visit

Media & Face-To-Face Appeals

Ch nge in
35 30

e rt ttack isk

% ecrease

25 20 15 10 5 0 Control Media Media + isit

Active Involvement

AntiAnti-Smoking Emotional Role Playing Wheel Chair Study

TARGET CHARACTERISTICS

INTELLIGENCE & KNOWLEDGE AFFECTS COMPLEXITY OF MESSAGE COMMITMENT, EGO-INVOLVEMENT -LESS VULNERABLE TO PERSUASION (PEANUT BUTTER TASTING VS LOOKING AT JAR; LESS CHANGED FROM SIGNED OPINION -PARENTS & BIRTH CONTROL INFO) HIGHER EGO-INVOLVEMENT -LARGER LATITUDE OF REJECTION

SELF MONITORING: INFO VS IMAGE

$16 AMOUNT WILLING TO PAY $14 $12 $10 LOW SM $8 $6 $4 $2 $0 INFO IMAGE TYPE OF ADVERTISEMENT HIGH SM

TARGET CHARACTERISTICS

FUNCTIONAL THEORIES KNOWLEDGE SUBARU QUALITY VALUE EXPRESSIVE OPPOSE SEAT BELT LAW SOCIAL ADJUSTMENT TO FIT IN VIEWS ON DRINKING INSTRUMENTALITY EGO DEFENSIVE PREJUDICES

Social Support

Local Majorities & Diversity Aloha Week Bennington Study

Bennington Students Political Attitudes

80 75 70 65 60 55 50 FRESH SOPH JR SR