The Psychology of Attitudes and Attitude Change Gregory R. Maio and Geoffrey Haddock© Gregory R. Maio and Geoffrey Haddock 2010 Rest published 2009 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyrisht, Designs and Patents Act, 1988, this publication may be repro- duced, stored or transmitted in any form, or by any means, only vith the prior permission in writing of the publishers, or in the case of reprographic reproduction, in accordance with the terms of Iicences issued by the Copyright Licensing Agency. Enquiries con- cerning reproduction outside those terms should be sent to the publishers. SAGE Publications Ltd 1 Oliver's Yard 55 City Road London ECIY 1SP. SAGE Publications Ine. 2455 Teller Road ‘Thousand Oaks, California 91320 SAGE Publications India Pvt Led B 1/11 Mohan Cooperative Industrial Area Mathura Road New Delhi 110.044 ‘SAGE Publications Asia-Pacific Pte Lid. 33 Pekin Street #02-01 For East Square Singapore 0487 3 Library of Congress Control Number: 2000027000 British Library Cataloguing in Publication data A catalogue record for this book is available from. the British Library ISBN 9781-4129-2974-5 ISBN 978-1-4129-2975-2 (pbk) ‘Typeset by CRM Digitals (P) Ltd, Chennai, India Printed in Great Britain by TJ International Ltd, Padstow, Cornwall Printed on paper from sustainable resources [ 5 Mixed Sources Fsc BSSContents Preface Section 1 Why Do Attitudes Matter? 1 What are Attitudes and How are They Measured? What is an Attitude? A Short History of Attitudes Research How are Attitudes Measured? 2. The Three Witches of Attitudes The First Witch — Attitude Content The Second Witch ~ Attitude Structure The Third Witch - Attitude Functions Making a Better Brew: Linking Attitude Content, Structure, and Function Section 2 What Do Attitudes Do? 3 The Influence of Attitudes on Information Processing and Behavior The Influence of Attitudes on Information Processing The Influence of Attitudes on Behavior 4 How Do Attitudes Influence Behavior? The Theory of Reasoned Action and the Theory of Planned Behavior Issues Relevant to the Reasoned Action Framework The “MODE” Model The Composite Attitude-Behavior Model 24 24 34 38 41 67 68 70 7 82