1. When and how attitudes guide behavior

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

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

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

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

6. How do you measure attitudes?

7. 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)

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

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

10. 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