Professional Documents
Culture Documents
Meat UCR
Salivate
CR
Bell
CS
Attitude Formation (con’t)
• social comparison- compare ourselves
to others to determine if our view of reality
is correct
– attitudes are shaped by social information
from others we like or respect
• genetic factors- inherited general
dispositions (e.g., see world in a positive
or negative light)
Why do people have attitudes?
Functions of attitudes (Katz)
• Utilitarian (instrumental)
• Ego-defensive
• Value expressive
• Knowledge
Utilitarian Function
• Individual differences
• Attitude object
• Situational variations
• A word on multi-function objects
Why do we care about the
attitude functions?
extremely extremely
favorable ____ ____ ____ ____ ____ ____ ____ unfavorable
extremely extremely
favorable ____ ____ ____ ____ ____ ____ ____ unfavorable
Thurston Scale
https://implicit.harvard.edu/implicit/
takeatest.html
99%
100%
120%
100%
80%
60%
9%
40% 8%
20%
0%
What is belief?
Information a person has about an
attitude object.
Key Components of TRA
• Intent is predicted by:
(1) attitude towards the behavior
(2) subjective norms towards the behavior
BI= Ab (w1) + SN (w2)i
• Attitude is determined by:
(1) belief strength
(2) evaluation of outcome
Ab= ∑biei
• Subjective norm is determined by:
(1) Normative belief
(2) Motivation to comply
SN = ∑NBiMCi
Key Components of TRA
Intent
I intend to smoke cigarettes
Likely ___ ___ ___ ___ ___ ___ ___ Unlikely
Attitude
My smoking cigarettes is
Bad ___ ___ ___ ___ ___ ___ ___ Good
Harmful ___ ___ ___ ___ ___ ___ ___ Beneficial
Belief Strength
My smoking cigarettes will increase my risk of cancer.
Likely ___ ___ ___ ___ ___ ___ ___ Unlikely
True ___ ___ ___ ___ ___ ___ ___ False
Outcome Evaluation
Increasing my risk of cancer is
Bad ___ ___ ___ ___ ___ ___ ___ Good
Undesirable ___ ___ ___ ___ ___ ___ ___ Desirable
Key Components of TRA
Subjective Norm
Most people who are important to me think
I should ___ ___ ___ ___ ___ ___ ___ I should not
smoke cigarettes.
Normative Belief
My parents think
I should ___ ___ ___ ___ ___ ___ ___ I should not
smoke cigarettes.
My girlfriend thinks
I should ___ ___ ___ ___ ___ ___ ___ I should not
smoke cigarettes.
Motivation to Comply
Generally speaking, how much do you want to do what your parents think
you should do?
Not at all ___ ___ ___ ___ ___ ___ ___ Very much
Generally speaking, how much do you want to do what your girlfriend thinks
you should do?
Not at all ___ ___ ___ ___ ___ ___ ___ Very much
Theory of Planned Behavior
• A third determinant of behavioral intention
is added: Perceived Behavioral Control
(PBC).
• PBC is determined by:
(1) Control Beliefs
- Is it under my control?
(2) Perceived Power
- How successful can I be to
perform these behaviors?
Implications for Persuasion
• Specifies three conditions for change in BI
- Attitude
- Subjective Norm
- Perceived Behavioral Control
- relative weights of A, SN, & PBC
• The theory can assist in identification of
the focus of persuasive efforts
- Should one focus on A, SN or weights?
- Can compare intenders/non-intenders and
devise specific persuasion messages.
Critique of the TRA/TPB
• Unique in that it attempts to specify the
relationship between norms and behavior.
• Doesn’t include the role of descriptive
norm or personal/moral norm.
• Limited ability of the theory to consider the
role of environmental and structural
issues.
• The linearity of the theory components:
Individuals may first change their behavior
and then their beliefs/attitudes about it.