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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
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
Attractiveness
Similarity Appearance
Repetition
Contd..
Characteristics of Audience Distraction Intelligence Self-Esteem (?) Age (18-25 year olds most susceptible)
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
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)
Persuasive Communication
Attitu e Chan e
No
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
Intention
Behaviour
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