7_Attitudes - Outline Attitudes and persuasion When do...

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Outline Attitudes and persuasion When do attitudes predict behavior? Affective approaches (peripheral routes) Verbal learning approach Motivational approaches Cognitive approaches
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Attitude and Persuasion Attitude : A global evaluation of some issue or topic (e.g., like/dislike). Persuasion : Any attempt to change your attitude. Attitude is a critical mediator between a persuasive message and behavior change. Behavior change Persuasive message Attitude
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Attitudes Have an Affective and a Cognitive Component Jane Smiley's book, "A Thousand Acres," was banned in some schools. Affective component: It makes me feel bad to see censorship succeed. Cognitive component: I believe that censorship is harmful because the free flow of ideas is a high-level human right that characterizes a great civilization.
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Cognitive and Affective Attitude Components Do Not Always Agree You might like something that you have negative beliefs about (e.g., I love chocolate, but I believe that it is bad for my body). Or you might dislike something that you have positive beliefs about (e.g., I hate to jog, but I believe that it is good for my body).
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What Attitude Component is the Best Predictor of Behavior? It depends on the type of behavior: Consummatory behavior is intrinsically motivated — an end in itself (e.g., playing). Instrumental behavior is extrinsically motivated — a means to some other end (e.g., money). The affective attitude component is the best predictor of consummatory behavior. The cognitive attitude component is the best predictor of instrumental behavior.
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General Attitudes Do Not Predict Specific Behaviors Very Well For example, your attitude towards: mass transit is a poor predictor of whether you'll ride the bus.
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This note was uploaded on 04/03/2008 for the course PSYCH 280 taught by Professor Bushman during the Fall '08 term at University of Michigan.

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7_Attitudes - Outline Attitudes and persuasion When do...

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