more resistent to change

more persistent

more information processing

more likely to guide behavior

strong attitude
weak attitude

vary in degree

accessibility extremity importance certainty

concept

subliminal
evaluative conditioning
priming
LINK

mere exposure effect

A-ffective

energy saving Zajonc

strength of attitude
mood influences evaluation attitudinal ambivalence
high accessibility
need for closure
people differ in past + anticipated future behavior
one-dimensional perspective "favorite" component
moderators fast decision object appraisal function
two-dimensional perspective highly predictive
self-perception theory
based on:
two-step model multiple component model B-ehavior

cognitive dissonance
achieve optimal outcome behavior with
habits linked to situational cues
evaluative implications
utilitarian function attitude objects differ
structure
reception few evidence McGuire minimize costs/punishments
all steps must cognitive object Implementation Intentions if...then..plans
affective object stereotypes
be completed C-ognitive
behavior retention yielding comprehension attention differ in object Fishbein, Ajzen
information processing model need-fulfillment by attitudes
willingness to invest more only salient beliefs
function content MJ pepsi car strengthens
help express values/self-image behavior
expectancy-value approach expectancy-value approach theory of reasoned action: Attitude Intention
decreases capacity to
distraction value-expressive function
generate own thoughts
positive vs negative
messags persuade if they evoke
predominantly favorable thoughts how people vary their behavior moderator subjective norm
self-monitoring
across social situations
strength
an overall evaluation of
a stimulus object beleifs about significant pulls through
inhibit persuasion positive thoughts cognitive response model other's views
formed about nearly everything
social adjustment function
Greenwald starting
distraction starts behavior
message help us identify with
liked others
match the message to the function Attitudes expression of attitude
attitudes change through theory of planned behavior: perceived behavioral control
detailed thought processes preparing
enhance persuasion negative thoughts

mediator ego-defensive function more up to date self-efficacy

measure theories of systematic processes
thought not argument considering
changes attitude
help protect our self-esteem
thought listing
own generated thoughts
unmotivated

models behavior change

Hovland-Yale model

Who? Dijkstra
e.g. stereotypes
source degree to which a attitude
rational actor predicts behavior biased perception
Says what?

To whom? highly accessible attitudes

message attitude-behavior relation behavior

low
audience no behavior
M otivation
approaches persuasion

behavior predictor high deliberate behavior

communication to change strength of attitude MODE model

beliefs/attitudes/behavior
when?
O pportunity

nonrational actor

domain of behavior how difficult it is to execute an DE terminants

action in order to express attitude
attitudinal and behavioral RIM model
measures must correspond in

role of person variables impulsive system

four key ways
reflective system
elicits behavior via automatic
associative links
elicits behavior via reasoned
measurement considering of available info.
action context time
target

too popular
implicit association test (IAT) by now

explicit if so high reliability

bipolar adjective scale semantic differential implicit
scale evaluative priming

often overlap
likert scale predict automatic Fazio
predict thoughtful
behavior behavior

problems

verbal unaware of nonverbal implicit biases

social desirability
attitude