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Attitude Change

Kelman proposed three sources:  Compliance- attitude is adopted for ulterior motives

 Identification- attitude in order to establish or maintain a satisfying relationship with others  Internalization- attitude to make an individual comfortable

Factors contributing to attitude change


Group membership Exposure to mass media Forced contact Rewards Communication --one-sided or two-sided onetwo--primacy and recency effects --primacy  Persuasion -- nature --opinion of leaders --opinion --Credibility of source --Credibility  Threats & fear
    

Theories of Attitude Change I. The Yale Attitude Change Approach (Hovland, et al. 1953) According to this approach, attitude change/persuasion influenced by 3 factors: Source originator of communication  Message features of communication itself  Audience characteristics of who is receiving the message

Contd Characteristics of Source


Credibility
Expertise Trustworthiness

Attractiveness
Similarity Appearance

Contd.. Message Factors


One-sided vs. Two-sided messages Order of messages
Primacy Effects Vs. Recency Effects

Repetition

Contd..
 Characteristics of Audience Distraction Intelligence Self-Esteem (?) Age (18-25 year olds most susceptible)

Problem: what conditions determine the relative importance of these factors?

II. Cognitive Dissonance Theory (Festinger, 1957)


This theory of self-persuasion holds that:

Cognitive inconsistency creates a state of psychological tension (i.e., dissonance) Such tension is aversive and motivating (where it poses a threat to the self) Easiest form of dissonance reduction will be adopted

 Peoples attitudes or beliefs can be consonant (in line), dissonant (at odds), or not related to each other  If dissonant, we psychological discomfort
experience

 We are motivated to reinstate consonance by changing beliefs or behaviour about attitude object.  Induced compliance paradigm

III.Heiders Balance Theory

 If a person P likes object X but dislikes other person O, what does P feel upon learning that O created X? This is symbolized as such:  P (+) > X  P (-) > O  O (+) > X  Multiplying the signs shows that the person will perceive imbalance (a negative multiplicative product) in this relationship, and will be motivated to correct the imbalance somehow. The Person can either:  Decide that O isn't so bad after all,  Decide that X isn't as great as originally thought, or  Conclude that O couldn't really have made X.

 Any of these will result in psychological balance, thus resolving the dilemma and satisfying the drive. (Person P could also avoid object X and other person O entirely, lessening the stress created by psychological imbalance.)  Balance Theory is also useful in examining how celebrity endorsement affects consumers' attitudes toward products. If a person likes a celebrity and perceives (due to the endorsement) that said celebrity likes a product, said person will tend to liking the product more, in order to achieve psychological balance.

Petty & Cacioppos (1986) Elaboration Likelihood (dualprocess) Model of Persuasion (ELM)
 ELM holds that there are two routes to attitude change:
Central route to persuasion occurs when we think critically about message content and are swayed by the strength and quality of its arguments. Peripheral route to persuasion occurs when we do not do much thinking but are swayed by employing heuristics on the basis of noncontent cues (e.g., experts know best)

The Elaboration-Likelihood Model of Persuasion (Petty & Cacioppo, 1986)


Whether persuasion results from the central or the peripheral processing route depends upon:
 Ability e.g., attention, receptive  Motivation Personal Involvement

The Elaboration-Likelihood Model


Yes Central Route to Persuasion

Persuasive Communication

Ability & Motivation to pay attention?

Attitu e Chan e

No

Peripheral Route To persuasion

HeuristicSystematic Model
 Persuasion happens by two modes of processing: Heuristic mode
General rules of thumb (e.g. what experts say is correct) stored in longtem memory Little cognitive effort required

Systematic mode
Engaged with message content A lot of cognitive effort required

Attitudes & Behaviour Theory of Planned Behaviour


Perceived Social Pressure

Attitudes

Intention

Behaviour

Perceived Behavioural Control

Coping with Dissonance


 Importance of the element  Degree of influence  Rewards Attitudes and Behavior - attitude specificity - Attitude relevance - Timing of measurement - Personality factors - Social constraints

Components in the AttitudeBehaviour Relationship

Work Attitudes and Job satisfaction


 Mentally challenging wok  Personality-fit job  Equitable rewards  Supportive work environment  Supportive colleagues  Leadership  Social responsibility

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