L3: Attitudes and Attitude Change

Attitude

general and enduring feeling about something

evaluative

LaPierre

Wicker - explains only 9% of behaviour

Theory of Reasoned Action

attitudes + subjective norm determine behavioural intention

attitudes = positive/negative evaluation of performing behaviour

SN = how relevant others view the behaviour

ignores control

Theory of Planned Behaviour

attitudes, SN, PBC determine behavioural intention

PBC = perceived ease/control in engaging in behaviour

self efficacy/barriers+resources

Indirect beliefs

behavioural (atittudes), normative (SN), control (PBC)

salient beliefs

primary, most accessible

if identify, can modify behaviour

Implementation intentions

translate intentions to behaviour - ‘if then’ - where, why, how

BSE (Corbett), Speed limit (Armitage)

Extending TPB

affective influences (anticipated regret), other variables (context), other normative influences than subjective norm (moral, group)

Support for TPB

PBC is strong predictor of behaviour, SN weakest

Cognitive models of persuasion include

elaboration likelihood model

Elaboration likelihood model

2 pathways to persuasion: central and peripheral route

Factors influencing elaboration: personal relevance

uni undergraduates, policy reviewing changing exam policies

manipulated 3 variables: personal relevance, message argument, source credibility

strong argument + relevant to us = most attitude change

peripheral cues (expert/non expert) = least