When and how attitudes guide behavior

When do attitudes guide behavior? Qualities of the person -self-monitoring: high or low

Self-monitoring (Social Influence, 2011) Product descriptive name: Energy Drink Enhancer Image oriented name: Fast Track

When do attitudes guide behavior? Qualities of the situation -norms -time pressure

When do attitudes guide behavior? Qualities of the attitude -ambivalence -role of direct experience -attitude accessibility

How do you measure attitudes?

Why are attitudes hard to measure? Not directly observable People may misrepresent their attitudes People may not have a clear idea what their attitudes are Implicit attitudes (non-conscious)

Why measure attitudes? To determine if they predict behavior To determine if they change in response to persuasive attempts

Indirect measures of attitudes Lost letter technique Bogus pipeline Affective Priming Implicit Association Test Error choice technique

Affective Priming If you view the stimulus negatively, you respond faster after seeing “negative” words and slower after seeing “positive” words E.g..) 2010 study on math anxiety