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Attitudes & Persuasion

Attitudes & Persuasion. CSS 387 January 24, 2012. Elaboration Likelihood Model. A general model of attitude and behavior change. Mindlessness. Subjective norm. Central Route. Behavioral Intent. Information. Reception. Process. Attitude. Act. Ability (PBC). Peripheral route. Habit.

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Attitudes & Persuasion

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  1. Attitudes & Persuasion CSS 387 January 24, 2012

  2. Elaboration Likelihood Model A general model of attitude and behavior change Mindlessness Subjective norm Central Route Behavioral Intent Information Reception Process Attitude Act Ability (PBC) Peripheral route Habit

  3. What is your attitude about… • Fracking for shale oil? • Mega-loads through Moscow?

  4. When we ask about attitudes, we get • Beliefs/ “facts” • Opinions • Feelings/emotions

  5. Attitude – definition • “a relatively enduring organization of beliefs around an object or situation predisposing one to respond in some preferential manner” (Stiff) • Relatively enduring • Involves a cluster of beliefs and evaluations of those beliefs

  6. Properties of attitudes • Beliefs • E.g., what do you think will happen if mega-loads go through Moscow? • Evaluations • E.g., do you think those outcomes are good or bad? • Valence • Extremity

  7. Can attitudes be changed? • Keys: Strength of prior attitude • Strong attitudes are • Durable, have impact • Fostered by • Group polarization, identity • Investment • Elaboration

  8. Can attitudes be changed? • Keys: Strength of prior attitude • Strong attitudes… • Resist change • Bias information processing • Cause polarization in face of mixed evidence

  9. A recent example • Challenge of climate change communication • How do people react to a ‘public health’ frame? Maibach, E. W., Nisbet, M., Baldwin, P., Akerlof, K., & Diao, G. (2010). Reframing climate change as a public health issue: An exploratory study of public reactions. BMC Public Health, 10, 299.

  10. Maibach, E. W., Nisbet, M., Baldwin, P., Akerlof, K., & Diao, G. (2010). Reframing climate change as a public health issue: An exploratory study of public reactions. BMC Public Health, 10, 299.

  11. When are attitude NOT likely to change? • High value relevance • High outcome relevance • High impression relevance

  12. When are attitudes LIKELY to change? • Weak attitudes or “non-attitudes” • Low experience, low knowledge • “Accuracy” motivation

  13. Theory of Planned Behavior Attitude Subjective Norm Behavioral Intention Behavior Perceived behavioral control

  14. TPB • Which factor is most important? • Many studies show Attitude is more influential than SN. However, it may depend on the type of behavior and the public nature of the setting (cf. Cialdini) • PBC is strongly supported, especially for difficult behaviors

  15. Applying Communication Theory • How will you use peripheral cues? • What will be strong arguments? • How can you use social influence? • How will you address PBC? Convince people not to put trash in vault toilets at a remote dispersed campground Get dog owners to keep dogs on leash in wilderness Persuade people not to walk through wilderness restoration sites

  16. Better?

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