1. The Messenger/Source (Who delivers the information?) Expert Status Credibility/Likeability The Message Itself (Content) Level of detail One versus 2-sided information The Audience (Receivers of the Information ) Interest Knowledge/Ability Basic Persuasion Variables

2. Central Processing Peripheral Processing In-Depth Thought; Detailed Analyses of Information “Lazy” Thinking; Superficial Analyses of Information Ability (IQ, knowledge base, distracters, message complexity) Motivation (e.g., personal relevance) Elaboration Likelihood Model (ELM)

3. Low argument quality and # High argument quality and # Relevance LowHigh Low STUDY OF ELM MODEL If high perceived relevance exists, argument quality is most important Issue: To institute a comprehensive university exit exam

5. Message Motivation to Process? Motivation to Process? (e.g., relevance, need for cognition, responsibility) Peripheral Cues Present in Message? (e.g., attractive source, emotional content) Peripheral Processing Ability to Process? Ability to Process? (e.g., knowledge, distractions, message comprehensibility) Nature of Cognitive Processing Favorable thoughts Unfavorable thoughts Neutral thoughts Cognitive Structure Change (e.g., new thoughts stored in memory) Central positive attitude change Central negative attitude change No Yes No Yes ~ ELM Detail ~ Relatively permanent attitudes, More predictive of behavior Keep initial attitude Yes

6. Behavioral Beliefs Behavioral Beliefs (beliefs about the likely consequences of a behavior and the evaluation of the consequences Normative Beliefs Normative Beliefs (beliefs about the expectations of other people and the motivation to comply with these expectations) Control Beliefs Control Beliefs (beliefs about the existence of factors that may help or hinder the performance of a behavior and the perceived power of these factors) Attitude toward the behavior (the specific attitude toward a behavior, favorable or unfavorable) Subjective norms (beliefs about how other people will view a behavior; social pressure) Perceived behavioral control (ease with which people believe they can perform the behavior) Behavioral Intention Behavior Actual behavior control ~THEORY OF PLANNED BEHAVIOR~ Beliefs Past behavior

7. Behavioral Beliefs Behavioral Beliefs (beliefs about the likely consequences of a behavior and the evaluation of the possible outcomes Normative Beliefs Normative Beliefs (beliefs about the expectations of other people and the motivation to comply with these expectations) Control Beliefs Control Beliefs (beliefs about the existence of factors that may help or hinder the performance of a behavior and the perceived power of these factors) My eating a low fat diet will increase my chances of being healthy. _____________________ Extremely Likely Being healthy is: Extremely bad _______________________ Extremely good On average, I really care what my close friends thinks I should do. Not at all _________________________________ Very much My busy schedule will make it very difficult for me to eat a healthy diet. Definitely not true _______________________ Definitely true Beliefs

8. Attitude toward the behavior (the specific attitude toward a behavior, favorable or unfavorable) Subjective norms (beliefs about how other people will view a behavior; social pressure) Perceived behavioral control (ease with which people believe they can perform the behavior) For me to eat a healthy diet in the future is. Difficult ___________________ Easy People who are important to me think I should eat a healthy diet. Unlikely _______________________ Likely Why not use the anchors of untrue versus true? My eating a healthy diet would be/is: Harmful _______________________ Beneficial B ~ BI = w1AB + w2 SN + w3 PC Perceived behavioral control (ease with which people believe they can perform the behavior) How successful have you been in eating a healthy diet over the past 6 mos. Not at all _____________ Very successful

9. Behavioral Intention I intend to eat a healthy diet in the future. Definitely do not ______________________ Definitely do I will try to eat a healthy diet in the future. Unlikely ______________________ Likely Behavior Eating healthy (and for an extended period of time)

10. Overall, the TPB accounted for 43% of variance (cross-sectionally) in healthy eating intentions Intentions were predictive of healthy eating behavior 6 years later (9% of variance) Increasing intention stability led to stronger behavior intentions and lowered the role of perceived past behavior

11. Role of past behavior and habits (addressed in the present study) Focus on the prediction of individual behavior; what about the role of others (e.g., cooperation), obtaining resources not possessed by an individual Assumption that people engage in elaborate cognitions before behaving Role of self-identity and/or moral obligations ~ Some Shortcomings the Theory of Planned Behavior ~