1. Chapter 6 Attitudes

2. What is an Attitude? A positive, negative, or mixed reaction to a person, object, or idea expressed at some level of intensity.

3. How Attitudes Are Measured: Self-Report Measures Self-report measures are direct and straightforward, but sometimes attitudes are too complex for a single question. Attitude Scale: A multiple-item questionnaire designed to measure a person’s attitude toward some object. – e.g., Likert Scale Bogus Pipeline: A phony lie-detector device that is sometimes used to get respondents to give truthful answers to sensitive questions.

4. How Attitudes Are Measured: Covert Measures Observable behavior Facial Electromyograph (EMG): An electronic instrument that records facial muscle activity associated with emotions and attitudes. Neuroscience research ongoing – Appears attitudes may be measurable by electrical brain activity

5. How Attitudes are Formed Our most cherished attitudes most often form due to exposure to – Attitude objects – History of rewards and punishments – Attitudes of family, friends, enemies, etc. – Social and cultural context – Personal experiences Clearly, attitudes are formed through basic processes of learning but how much do they influence behavior?

6. Strength of the Attitude Why do some attitudes have more influence on behavior? – Depends on attitude’s importance or strength Why are some attitudes stronger than others? – Because of our genetic make-up? – Does it directly affect one’s own outcomes and self-interests? – Is it related to deeply held philosophical, political, and religious values? – Is it of concern to one’s close friends, family, and social ingroups?

7. Factors That Indicate the Strength of an Attitude The more well informed on a topic, the more consistent behavior is with attitude Not only amount of information, but also how that information was acquired An attitude can be strengthened by an attack against it from a persuasive message Strong attitudes are highly accessible to awareness, how quickly and easily they are brought to mind.

8. Two Routes to Persuasion Central Route: Person thinks carefully about a message. – Influenced by the strength and quality of the message Peripheral Route: Person does not think critically about the contents of a message. – Influenced by superficial cues

9. The Central Route (cont’d) Assumption that the recipients are attentive, active, critical, and thoughtful. – Assumption is correct only some of the time. – When it is correct, the persuasiveness of the message depends on the strength of the message’s content. The central route is a thoughtful process. – But not necessarily an objective one

10. The Peripheral Route People are persuaded on the basis of superficial, peripheral cues. – Message is evaluated through the use of simple- minded heuristics. People are also influenced by attitude- irrelevant factors.

11. What Makes an Effective Source? Believable sources must be credible sources. To be seen as credible, the source must have two distinct characteristics: – Competence or expertise – Trustworthiness How likable is the communicator? Two factors influence a source’s likability: – The similarity between the source and the audience – The physical attractiveness of the source

12. Is the Source More Important Than the Message? It depends… How personally relevant is the message for the recipient?

13. What Makes an Effective Message? How should the argument be presented to maximize its strength? Are longer messages better? – If peripheral, the longer the message, the more valid it must be. – If central, message length is a two-edged sword. Does presentation order matter?

14. Regulatory Fit To what extent does the message meet the psychological or phsyiological needs of the audience? Does the message fit the frame of mind of the audience and “feel right”? Promotion-oriented vs. prevention-oriented

15. Forewarning and Resistance Advanced knowledge allows time to develop counterarguments. – Inoculation hypothesis Being forewarned elicits a motivational reaction. – Psychological reactance Effects of forewarning depends on personal importance of message.

16. Cognitive Dissonance Theory: The Classic Version We are motivated by a desire for cognitive consistency. Cognitive Dissonance Theory: Inconsistent cognitions arouse psychological tension that people become motivated to reduce. – Can lead to irrational and sometimes maladaptive behavior