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Learning goals
identify and understand various theories
of attitudes
understand the three critical
components of persuasion
identify factors that influence persuasion
Attitudes and persuasion
attitudes
a general evaluative response, view or
position
 components:

affective
 behavioral
 cognitive

persuasion

attempts to change an attitude
Theories of attitudes
attempt to explain:

source


maintenance


where attitudes come from
the consistency of attitudes over time
change

under what circumstances attitudes change
Learning theory
fundamental principles:

classical conditioning


operant conditioning


associative learning
rewards and punishments
social learning

observation and imitation
relies upon message learning and transfer of
affect
Balance theory
relies upon cognitive consistency
motivated by a person’s need to have
harmonious social relationships
factors:



person (self)
other person (social relationships)
attitude object
we strive to maintain a balance between our
attitudes and our social relationships
Cognitive
dissonance
relies
upon cognitive
consistency
dissonance

theory
discomfort experienced when our behavior does not
match our attitudes
people are motivated to have consistency between
their attitudes and behavior
impact of cognitive dissonance is especially
powerful:




when a person makes a conscious choice
when one demonstrates attitude-discrepant behavior
when there is insufficient justification
when a person has committed to or put effort into a
behavior
Self-perception theory
relies upon individuals’ explanations
about their behavior
basic premise:
people are not consciously aware of their
attitudes
 behavior is easily observable
 attitudes are inferred from behavior

Expectancy-value theory
based on the notion that people are
rational, active decision-makers
attitudes are formed based on the
perceived pros and cons
people try to maximize possible
outcomes of their attitudes by looking at
the value of potential outcomes and the
likelihood that they will occur
Cognitive response theory
assumes that people are active processors of
information

when we hear information, we automatically
generate cognitive responses
we evaluate our cognitive responses to form
attitudes and positions


if our thoughts trigger counterarguing - we are
likely to adopt a stronger attitude position
if our thoughts do not trigger counterarguing - we
are likely to accept others attitudes
Discussion questions
Which theory do you think is most commonly
used to form attitudes? Why?
Which theory of attitudes do you find most
useful? Why?
Which theory do you think is most likely to
produce attitude change?
Which theory do you think advertisers most
often rely on to attempt to persuade
consumers?
Persuasion
dual processing

under some conditions, people make quick
decisions based on heuristics (heuristic
processing)


relies on peripheral routes to persuasion
in other conditions, people make very
deliberate and careful decisions
(systematic processing)

relies on central routes to persuasion
Source of information
communicator characteristics leading to
attitude change

credibility




expertise
trustworthiness
likability
reference groups
when a person does not agree with an
attitudinal message, they often utilize source
degregation
Content of the attitudinal
message
communication characteristics leading to
attitude change




moderate discrepancy between message and
attitude
power of the strength of an argument depends on
active processing of the message
rhetorical questions
moderate repetition
when a person does not agree with an
attitudinal message, they often distort or
reject the message
Target of persuasion
characteristics of the target leading to
attitude change
when aggressively aroused, we are
motivated to take actions to reduce arousal
 moderate fear
 ego-involvement

low commitment
 low issue involvement
 high response-involvement

Situational influences
situational variables that lead to attitude
change

distraction
situational variables that promote
resistance to attitude change
forewarning of position
 forewarning of intent
 supportive defense
 inoculation defense
