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.

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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?