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Attitudes & Persuasion. CSS 387 January 24, 2012. Elaboration Likelihood Model. A general model of attitude and behavior change. Mindlessness. Subjective norm. Central Route. Behavioral Intent. Information. Reception. Process. Attitude. Act. Ability (PBC). Peripheral route. Habit. - PowerPoint PPT Presentation
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Attitudes & Persuasion
CSS 387January 24, 2012
ActProcessReception
Habit
AttitudeInformation
Mindlessness
Ability (PBC)
Subjective norm
A general model of attitude and behavior change
Central Route
Peripheral route
Behavioral Intent
Elaboration Likelihood Model
What is your attitude about…
• Fracking for shale oil?• Mega-loads through Moscow?
When we ask about attitudes, we get
• Beliefs/ “facts”• Opinions• Feelings/emotions
Attitude – definition• “a relatively enduring organization of beliefs
around an object or situation predisposing one to respond in some preferential manner” (Stiff)– Relatively enduring– Involves a cluster of beliefs and evaluations of
those beliefs
Properties of attitudes• Beliefs
– E.g., what do you think will happen if mega-loads go through Moscow?
• Evaluations– E.g., do you think those outcomes are good or
bad?• Valence• Extremity
Can attitudes be changed?
• Keys: Strength of prior attitude• Strong attitudes are
– Durable, have impact– Fostered by
• Group polarization, identity• Investment• Elaboration
Can attitudes be changed?
• Keys: Strength of prior attitude– Strong attitudes…
• Resist change• Bias information processing
– Cause polarization in face of mixed evidence
A recent example• Challenge of climate change
communication• How do people react to a ‘public health’
frame?
Maibach, E. W., Nisbet, M., Baldwin, P., Akerlof, K., & Diao, G. (2010). Reframing climate change as a public health issue: An exploratory study of public reactions. BMC Public Health, 10, 299.
Maibach, E. W., Nisbet, M., Baldwin, P., Akerlof, K., & Diao, G. (2010). Reframing climate change as a public health issue: An exploratory study of public reactions. BMC Public Health, 10, 299.
05
10152025303540
Proof/style My POV Biased Informative
Theme (Reaction)
Perc
ent
AlarmedConcernedCautiousDisengagedDoubtfulDismissive
When are attitude NOT likely to change?
• High value relevance• High outcome relevance• High impression relevance
When are attitudes LIKELY to change?
• Weak attitudes or “non-attitudes”• Low experience, low knowledge• “Accuracy” motivation
Theory of Planned BehaviorAttitude
Subjective Norm
Perceived behavioral control
Behavioral Intention Behavior
TPB
• Which factor is most important? – Many studies show Attitude is more influential
than SN. However, it may depend on the type of behavior and the public nature of the setting (cf. Cialdini)
– PBC is strongly supported, especially for difficult behaviors
Applying Communication Theory1. Convince people not to put trash in vault
toilets at a remote dispersed campground2. Get dog owners to keep dogs on leash in
wilderness3. Persuade people not to walk through
wilderness restoration sites• How will you use peripheral cues?• What will be strong arguments?
• How can you use social influence?• How will you address PBC?
Better?