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
Attitudes & PersuasionCSS 387January 24, 2012ActProcessReceptionHabitAttitudeInformationMindlessnessAbility (PBC)Subjective normA general model of attitude and behavior changeCentral RoutePeripheral routeBehavioral IntentElaboration Likelihood ModelWhat is your attitude aboutFracking for shale oil?Mega-loads through Moscow?3Write down students statementsWhen we ask about attitudes, we getBeliefs/ factsOpinionsFeelings/emotions
Attitude definitiona relatively enduring organization of beliefs around an object or situation predisposing one to respond in some preferential manner (Stiff)Relatively enduringInvolves a cluster of beliefs and evaluations of those beliefsProperties of attitudesBeliefsE.g., what do you think will happen if mega-loads go through Moscow?EvaluationsE.g., do you think those outcomes are good or bad?ValenceExtremity
Can attitudes be changed?Keys: Strength of prior attitudeStrong attitudes areDurable, have impactFostered byGroup polarization, identityInvestmentElaborationCan attitudes be changed?Keys: Strength of prior attitudeStrong attitudesResist changeBias information processingCause polarization in face of mixed evidenceA recent exampleChallenge of climate change communicationHow 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 et al. 2010Maibach, 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 et al. 2010
When are attitude NOT likely to change?High value relevanceHigh outcome relevanceHigh impression relevanceWhen are attitudes LIKELY to change?Weak attitudes or non-attitudesLow experience, low knowledgeAccuracy motivationTheory of Planned BehaviorAttitudeSubjective NormPerceived behavioral controlBehavioral IntentionBehaviorTPBWhich 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 behaviorsApplying Communication TheoryConvince people not to put trash in vault toilets at a remote dispersed campgroundGet dog owners to keep dogs on leash in wildernessPersuade 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?
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Explains reasons. Type of moral reasoning?21