4.reasoned.action - Psych 585 Psychology of Persuasion...

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Psych 585: Psychology of Persuasion Reasoned Action Professor: Icek Aizen Office: Tobin 625 Email: [email protected] Tel: 545.0509
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Attitude-Behavior Relation: Same Latent Attitude + Attitude - Verbal Responses Nonverbal Responses
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Attitude-Behavior Relation: Different Latent Attitudes Verbal Responses Nonverbal Responses Attitude toward Object B Attitude toward Object A
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Validity of Behavior Measures Attitude toward globalization Drink wine with dinner Read the New York Times Recycle paper and bottles Buy shares of McDonald’s Demonstrate against the IMF
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Evaluative Inconsistency Concern About Health Work Out at the Gym Low High Yes No
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Aggregation of Behavior Example: Religious Behavior Owning a copy of the Bible Taking a course on religion Praying before or after meals Discussing religion with friends Watching a religious TV program Praying for an end to the war in Iraq Listening to religious music Attending religious worship services Going shopping on the Sabbath Refusing to attend classes on a religious holiday
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Religious Attitudes and Behavior: Effect of Aggregation ( Fishbein & Ajzen, 1974 ) 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 Single-act Multiple-act
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Environmental Attitudes and Behavior (Weigel & Newman, 1976) Attitude Concern for the Environment Petitions .41 Offshore oil drilling .36 Nuclear power .39 Auto emissions .27 Circulate petition Litter Pick-Up .34 Participating .22 Recruiting a friend Recycling .34 Week 1 .57 Week 2 .34 Week 3 .33 Week 4 .12 Week 5 .20 Week 6 .20 Week 7 .34 Week 8 Aggregation Petitions Litter pick-up Recycling .50 .36 .39 .62
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Principle of Compatibility Attitude Target Action Context Time Behavior Target Action Context Time
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Degree of Generality-Specificity: Example Specific . . . . . . . . . . Intermediate . . . . . . . General Target multi-vitamins multi-vitamins dietary supplements Action taking taking --- Context prescribed by my doctor --- --- Time daily --- ---
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Compatibility of Action Elements ( Ajzen & Fishbein,1970; 1980 ) 0.21 0.51 0.66 0.85 0 0.2 0.4 0.6 0.8 1 Cooperating Voting Behavior Attitude toward target Attitude toward action
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Predicting Specific Behaviors: Meta-Analysis (K = 8) (Kraus, 1995) 0.13 0.54 0 0.2 0.4 0.6 Target Behavior Attitude Toward
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Attitude-Behavior Relation: Conclusion Global Attitude Multi-Act Aggregate Attitude toward the Behavior Specific Behavioral Tendency
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The Theory of Planned Behavior (Ajzen, 1991) Behavioral Beliefs Attitude toward the Behavior Normative Beliefs Subjective Norm Control Beliefs Perceived Behavioral Control Intention Behavior Actual Behavioral Control
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Theory of Planned Behavior: Sample Applications Object 2
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Drinking Alcohol: TPB Attitude Measure (5-point scales) - Ajzen, Gilbert Cote, Joyce, & Sheikh (2007)
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