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Chapter Overview What are attitudes? Attitudes formation: cognition (thinking)
» Cognitive response model» Theory of reasoned action (TORA)
How to change attitudes: cognition (thinking)
Attitude formation: affect (emotion) How to change attitudes: affect (emotion)
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Definition
Attitude: a relatively global and enduring evaluation of an object, issue, person, or action
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What’s the Big Deal About Attitudes?
Attitudes……
» Guide our thoughts (cognitive function)
» Influence our feelings (affective function)
» Affect our behavior (connative function)
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How are attitudes formed through cognition?
The Cognitive Response Model» thoughts/reactions we have in
response to a message
Theory of Reasoned Action (TORA)» explains how, when and why attitudes
predict behavior
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Cognitive Response Model
Counterarguments (CAs)» disagreement
Support arguments (SAs)» agreement
Source derogations (SDs)» attack the source
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Theory of Reasoned Action (TORA)
Belief about consequences of an act (bi)
Evaluation of consequences of an act (ei)
Attitude toward the act (Aact)
Normative belief(what do importantothers think aboutthis act?) (NBj)
Motivation to comply (desire to please these important
others) (MCj)
How much consumeris actually influencedby these others (SN)
Behavior
Behavioral Intentions
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TORA Example: Getting a tattoo
B=get a tattoo
BI=intention to get a tattoo
Aact=your attitude toward getting a
tattoo
SN=what influence others have on you
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TORA Scales
bi = the likelihood that this outcome will occur is (-3) very low to (+3) very high
ei = if this outcome occurs, it will be (-3) very bad to (+3) very good
NBj = this person thinks I should (-3) not do it to (+3) do it
MCj = how much do I care what this person thinks? (-3) don’t care at all to (+3) care very much
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TORA Example: Aact
Beliefs
will hurtwill be coolwill be expensiveself-expression
bi ei
+3 -3+1 +2+2 -2+3 +3
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TORA Example: Aact
Beliefs
will hurtwill be coolwill be expensiveself-expression
bi ei Sum bi X ei
+3 X -3 = -9+1 X +2 = 2+2 X -2 = -4+3 X +3 = +
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Therefore, Aact = -2
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TORA Example: SN
Important Others
ParentsSig. OtherBest FriendMKT 171
Instructor
NBj MCj
-3 -1-3 +3+2 +1+3 0
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TORA Example: SN
Important Others
ParentsSig. OtherBest FriendMKT 171
Instructor
NBj MCj Sum NBj XMCj
-3 X -1 = +3-3 X +3 = -9+2 X +1 = +2+3 X 0 = + 0
Therefore, SN = -4
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Theory of Reasoned Action (TORA)
Belief about consequences of an act (bi)
Evaluation of consequences of an act (ei)
Attitude toward the act (Aact)
Normative belief(what do importantothers think aboutthis act?) (NBj)
Motivation to comply (desire to please these important
others) (MCj)
How much consumeris actually influencedby these others (SN)
Behavior
Behavioral Intentions
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Attitude Change Strategies
Change beliefs (bi)
Change evaluations
(ei)
Add a new belief
(biei)
Target normative
beliefs
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Cognitively-Based Attitude Change Issues
Communication Source» spokesperson credibility» company reputation
Message factors» argument quality» one- vs. two-sided messages» comparative messages
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Affectively-Based Attitude Change Issues
Communication Source» Attractiveness
Message Factors» Emotional appeals» Fear appeals