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Attitude
What attitudes are? Function of Attitude Theories of attitudes Formation of attitude The relationship between attitudes and behavior How attitudes are measured?
Attitude
Is learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way
Affective Behavioral Cognitive
Cognitive Component
Cognitive Component: Individuals belief about an object such as Coke
Has almost no calories Contains caffeine Competitively price
Affective Component
Affective component: feelings or emotional reactions to an object
I like Volvo I do not like Pepsi p
Cognition
Behavioral Component
Behavioral Component: ones tendency to respond in a certain manner toward an object or activity Decision to purchase or not purchase a product i.e. Pepsodent
Characteristics of Attitude
An object: product, brand, service Direction, intensity, and degree Structure Learned Consistency
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Function of Attitude
Adjustment: use to obtain rewards and avoid punishments Ego-defensive:self-protection, e.g., smokers Value-expressive: express identify to others. e.g., t-shirts Knowledge: simplifies decisions, e.g., brand loyalty
Attitude formation
Social learning: Acquiring new information, forms of behaviour, and attitudes from other persons We are influenced by the people around us:
friends, fi d f family, il co-workers, k etc. t
Theories of Attitudes
Learning Theories Consistency Theories
Balance Theory Cognitive Dissonance
Consistency Theories
These theories are based on the assumption that human beings have a strong psychological need for consistency. Heider ( (1958) ) refers to this as a need to maintain balance.
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Ways to reduce dissonance (e.g., a dieter binges)
Change attitude to be consistent with behavior Diets dont really work anyway Acquire supporting information Many overweight people live long healthy lives Trivialize the behaviors in question Looking thin is not all that important Restore positive self-evaluations I like the way I look, regardless of my weight
Attitude Change
Evidence suggests that attitudes are very stable and resistant to change Persuasion = attempts to change someones
The communicator
Various aspects of the communicator increase their persuasiveness:
Credibility expertise, trustworthiness, sincerity Attractiveness good looks, popularity, likeability Speaks rapidly rapid speech suggests expertise
Message
The communication
Target
The audience (can be a person or group)
The message
Similarly, aspects of the message increase its persuasiveness:
Non-obvious persuasion
seems like the goal of the message is apparently not to influence
The audience
Finally, aspects of the audience are also important Research suggests that some audiences are easier to influence:
Low/moderate self-esteem Younger age groups i.e., less than 25 yrs old
Arousing emotion
e.g., use of fear is effective if the level is moderate and ways to avoid the feared situation are included
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Resistance to Persuasion
Reactanceprotect ones personal freedom Hard-sell attempts often lead to neg. attitude change Forewarningprior knowledge of persuasion Increase arguments for and counterarguments against Selective avoidancescreen out contradictory information Channel surf, surf tune out certain information Generate counterarguments Inoculationchallenging ones views increases resistance Biased assimilationperceive information that disconfirms our views as less reliable Attitude polarizationinterpret mixed evidence in ways that strengthen existing views
AttitudeBehaviour Relationship
Low attitudebehaviour correspondence Attitudes do not always predict behavior Looking good attitude takes precedence over attitudes toward personal health
LaPiere (1934) found that virtually all businesses served Chinese couple courteously, yet most owners held negative attitudes 1 out of 184 refuse them service, when he writes after the trip 91% of the 128 who respond say that they would refuse service to Chinese
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One instance vs. aggregate Look at attitudes that are specific to the behavior (Ajzen and Fishbein)
Do y you like to g go out to eat vs. do y you like Thai food.
Attitudes are more likely to guide behavior if attitude is made salient (e.g., ask people to consider their attitudes, make self-conscious
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Beliefs that specific referents think I should or should not perform the behavior
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It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation
Changing subjective norms
Measurement of Attitude
Observation Qualitative Investigation
Focus group Depth p interview Psychological tests