4.2

UNIT 4: Social and Personality

Module 4.2: Attitude Formation and Change
Learning Targets

  • LT 4.2-1: Describe interaction between attitudes and actions.

  • LT 4.2-2: Differentiate between peripheral and central route persuasion.

Key Concepts

  • Attitude: Feelings influenced by beliefs, prompting particular responses to objects, people, and events.

  • Foot-in-the-door Phenomenon: Tendency to agree to small requests leading to compliance with larger requests.

  • Role: Expectations about behavior tied to social positions.

  • Cognitive Dissonance Theory: Discomfort from conflicting thoughts leads to attitude change for reduction of dissonance.

Interaction of Attitudes and Actions

  • Attitudes can influence actions; vice versa, influenced by situational factors such as social norms.

  • Strong attitudes most influential when situational factors are minimal.

  • Behavior may precede attitude; implies stronger or stubborn attitudes post-behavior commitment.

  • Role adoption can lead to initial discomfort, resolving into aligned attitudes as one becomes accustomed to the role.

  • Changing behavior can alter feelings; attitudes and actions influence each other.

Types of Persuasion

  • Persuasion: Process of changing attitudes, influencing actions.

  • Peripheral Route Persuasion: Influenced by incidental cues (e.g., attractiveness of a speaker).

  • Central Route Persuasion: Involves thoughtful consideration of evidence and arguments.

  • Effectiveness of persuasion varies with context; celebrities leverage the halo effect to sway attitudes.

  • Central route is more effective for significant decisions and analytical audiences.