Persuasive Communication (CH 1 + 2)

Front

Measuring Attitudes

-> Rating Scales Disadvantages

-> Implicit Association Test

Back

Rating Scales = subjects circle a no. on a scale to express their opinion

Disadvantages:

1) Assumption that people know their true attitude

2) One might have reasons to hide their attitude

An alternative to measuring attitude is the implicit association test (IAT)

IAT = the underlying idea is that an implicit attitude will automatically evoke a positive/negative feeling

Front

Cognitive Component

(Attitude + Beliefs)

Back

= component of attitude, based on the idea that beliefs influence attitude

attitude = involves evaluative judgements

beliefs = descriptive in nature, without attaching feeling to it

Key Difference: attitudes are subjective and thus can be T/F

Key Aspects of Beliefs:

1. 1. Accuracy: beliefs can be T/F, but it isn't always easy to identify that

2. 2. Certainty: people may feel differently about certain beliefs, so even though a belief can be true, it still has a certain degree of desirability

Front

Goal vs Behavioral Attitudes

Back

goal attitude = attitudes towards an object/outcome

• - more related to indirect variables

• Role in Behavior: having a positive attitude towards an object does not result in performing a specific behavior; other factors (e.g., financial constraints) might interfere

• behavioral attitude = attitude towards the behavior (action) associated with reaching a goal

• - more related to direct variables, thus more directly linked to behavioral intentions

• Role in Behavior: since they are specifically attitudes about actions, they are better predictors of actual behavior as they are closely tied to intention

Front

ABC's of attitude

Back

1) Affective Component: attitudes & emotions

2) Behavioral Component: attitudes & behavior

3) Cognitive Component: attitudes & beliefs

Front

Integrative Model of Behavior Prediction

Back

Front

Attitude (O'Keefe, 2002)

Back

= a psychological tendency expressed by evaluating a particular entity with some degree of favor/disfavor

Front

Enforcement Burden vs. Personal Responsibility

(in the context of governments)

Back

Enforcement Burden = some gov. measures require strict enforcement, meaning an increase cost

Personal Responsibility = some gov. measures rely on individual action, meaning lesser costs, but also lesser effects

=> governments try to balance between policy implementation

Front

Factors/Dimensions in 'not-so-urgent' cases for the government

Back

= what do governments take into consideration when they determine a policy (behavioral change) is 'not so urgent'

1. 1. Measurability of behavior

2. 2. Structure of the TA (size, heterogeneity)

3. 3. Cost for the TA

Front

Priming & Subliminal priming

Back

priming = activating concepts or stereotypes by confronting people with words

subliminal priming = items are presented in such a short time that the subjects can't consciously perceive them

=> below the threshold of conscious perception

Front

Values

Back

= guiding principles in people's lives

• - they play a decisive role in evaluating consequences

• - they may concern states (peace, wealth, health) or actions (being honest, helpful, loyal)

• - consequences which bring value closer are seen as desirable, while consequences which make it difficult to achieve a value are undesirable