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The Messenger/Source (Who delivers the information?)

Basic Persuasion Variables. 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.

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The Messenger/Source (Who delivers the information?)

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  1. Basic Persuasion Variables 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

  2. Elaboration Likelihood Model (ELM) 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)

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

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

  5. ~THEORY OF PLANNED BEHAVIOR~ Beliefs Behavioral Beliefs (beliefs about the likely consequencesof a behavior and the evaluationof the consequences Attitude toward the behavior (thespecific attitude toward a behavior, favorable or unfavorable) Normative Beliefs (beliefs about the expectationsof other people and the motivationto comply with these expectations) Subjective norms (beliefs about how other people will view a behavior; social pressure) Behavioral Intention Behavior 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) Perceived behavioral control (ease with which people believe they can perform the behavior) Actual behavior control Past behavior

  6. Beliefs • My eating a low fat diet will increase my chances of being healthy. _____________________ Extremely Likely • Being healthy is: • Extremely bad _______________________ Extremely good Behavioral Beliefs (beliefs about the likely consequencesof a behavior and the evaluationof the possible outcomes Normative Beliefs (beliefs about the expectationsof other people and the motivationto comply with these expectations) • On average, I really care what my close friends thinks I should do. • Not at all _________________________________ Very much 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 busy schedule will make it very difficult for me to eat a healthy diet. • Definitely not true _______________________ Definitely true

  7. Attitude toward the behavior (thespecific attitude toward a behavior, favorable or unfavorable) My eating a healthy diet would be/is: Harmful _______________________ Beneficial Subjective norms (beliefs about how other people will view a behavior; social pressure) People who are important to me think I should eat a healthy diet. Unlikely _______________________ Likely Why not use the anchors of untrue versus true? 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 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 B ~ BI = w1AB + w2 SN + w3 PC

  8. 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 Behavioral Intention Behavior Eating healthy (and for an extended period of time)

  9. 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

  10. ~ Some Shortcomings the Theory of Planned Behavior ~ • 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

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