October 13- role of automaticity in attitude behavior relations

October 13- role of automaticity in attitude behavior relations

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October 13, 2010 The Role of Automaticity in Attitude-Behavior Relations Explicit (conscious) Attitudes -Theory of planned behavior Leaves out implicit attitudes that also effect our behavior Implicit (Non-Concious) Attitudes Behavior Attitude correlations are relatively weak A-Central and Peripheral Routes to Persuasion 1- Persuasive Appeal 2- Attitude change can occur through the central route or the peripheral route a. Central route a.i. Audience: Analytical and Motivated a.ii. Processing: High effort: elaborate, agree, or couterargue a.iii. Persuasion: Cogent arguments evoke enduring agreement b. Peripheral route (The no-thought route) b.i. Not analytical or involved b.ii. Low effort: use peripheral cues, rule-of-thump heuristics b.iii. Cues trigger liking and acceptance, often only temporarily c. Peripheral route persuasion will result in brief attitude change, and consequently it has minimal effects in terms of behavior c.i. TV commercials c.i.1. They know you’re not taking attention c.i.2. Know the viewer doesn’t want to process anything of any depth c.i.3. Use peripheral route cue to induce your liking/disliking of attitude object c.ii. Politics: Negative campaigning c.ii.1. If you put something that reflects badly on your opponent, people don’t have to think about it c.ii.1.a. “he’s a bad guy” d. Central Route persuasion will only be traveled if certain set of conditions is set d.i. Central route is resource expensive d.ii. Takes time d.iii. Requires expertise and knowledge—you have to be able to understand the content of the persuasive attempt d.iii.1. If it is beyond your knowledge foundation, you will not be able to process through the central route d.iv. If you get someone to travel the central route, it will result in long-term attitude change and will most likely change their behavior e. Central Route vs Peripheral Route e.i. Central is about the message e.ii. Peripheral is about everything else
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B-Source Variables in Persuasion 1- Attractiveness a. Peripheral route cue b. A person who people generally like c. More willing to accept an attractive source than an unattractive force 2- Credibility a. Peripheral route cue b. How believable the source is c. Heuristics used to decide: c.i. Perceived Expertise c.i.1. Credentials c.i.2. Speech Cues c.i.2.a. A person who speaks fluidly and quickly with no errors, is seen as being more knowledgeable d. Perceived Trustworthiness d.i. Self Interest d.ii. Perception of persuasive intent d.ii.1. Testimonials are more persuasive than people who are being paid to persuade C-Target Variables in Persuasion 3- Expertise a. Have a lot of knowledge and expertise b. Only way to change their attitude will be through Central route 4- Involvement/ Self-Relevance a. Central route is useless on a person who is uninvolved b. Depends on people care about the issue c. Do people have the time 5- Self Esteem a.
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This note was uploaded on 02/01/2012 for the course SOC. PSYCH 1:830:321 taught by Professor Stephenkilianski during the Fall '10 term at Rutgers.

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October 13- role of automaticity in attitude behavior relations

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