Learning goals identify and understand various theories of attitudes understand the three critical components of persuasion identify factors that influence persuasion

Attitudes and persuasion attitudes a general evaluative response, view or position components: affective behavioral cognitive persuasion attempts to change an attitude

Theories of attitudes attempt to explain: source where attitudes come from maintenance the consistency of attitudes over time change under what circumstances attitudes change

Learning theory fundamental principles: classical conditioning associative learning operant conditioning rewards and punishments social learning observation and imitation relies upon message learning and transfer of affect

Balance theory relies upon cognitive consistency motivated by a person’s need to have harmonious social relationships factors: person (self) other person (social relationships) attitude object we strive to maintain a balance between our attitudes and our social relationships

Cognitive dissonance theory relies upon cognitive consistency dissonance discomfort experienced when our behavior does not match our attitudes people are motivated to have consistency between their attitudes and behavior impact of cognitive dissonance is especially powerful: when a person makes a conscious choice when one demonstrates attitude-discrepant behavior when there is insufficient justification when a person has committed to or put effort into a behavior

Self-perception theory relies upon individuals’ explanations about their behavior basic premise: people are not consciously aware of their attitudes behavior is easily observable attitudes are inferred from behavior

Expectancy-value theory based on the notion that people are rational, active decision-makers attitudes are formed based on the perceived pros and cons people try to maximize possible outcomes of their attitudes by looking at the value of potential outcomes and the likelihood that they will occur

Cognitive response theory assumes that people are active processors of information when we hear information, we automatically generate cognitive responses we evaluate our cognitive responses to form attitudes and positions if our thoughts trigger counterarguing - we are likely to adopt a stronger attitude position if our thoughts do not trigger counterarguing - we are likely to accept others attitudes

Discussion questions Which theory do you think is most commonly used to form attitudes? Why? Which theory of attitudes do you find most useful? Why? Which theory do you think is most likely to produce attitude change? Which theory do you think advertisers most often rely on to attempt to persuade consumers?

Persuasion dual processing under some conditions, people make quick decisions based on heuristics (heuristic processing) relies on peripheral routes to persuasion in other conditions, people make very deliberate and careful decisions (systematic processing) relies on central routes to persuasion

Source of information communicator characteristics leading to attitude change credibility expertise trustworthiness likability reference groups when a person does not agree with an attitudinal message, they often utilize source degregation

Content of the attitudinal message communication characteristics leading to attitude change moderate discrepancy between message and attitude power of the strength of an argument depends on active processing of the message rhetorical questions moderate repetition when a person does not agree with an attitudinal message, they often distort or reject the message

Target of persuasion characteristics of the target leading to attitude change when aggressively aroused, we are motivated to take actions to reduce arousal moderate fear ego-involvement low commitment low issue involvement high response-involvement

Situational influences situational variables that lead to attitude change distraction situational variables that promote resistance to attitude change forewarning of position forewarning of intent supportive defense inoculation defense