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Attitude = Evaluations of objects (Functions (Ego-defensive function …
Attitude
= Evaluations of objects
Functions
Ego-defensive function
protects from threat
fear appeals
Knowledge function
Utilitarian function
Value-expressive function
Hierarchy:
ABC model
Standard hierarchy
Beliefs→Affect→Behaviour
Think→Feel→Do
Low involvement hierrarchy
Do→Feel→Think
Behaviour→Affect→Beliefs
Experiential hierarchy
Feel→Do→Think
Affect→Behaviour→Beliefs
Forming attitudes
Constructive perspective
Goal→Motivation→Attitude
Direct experience with an object
using your senses makes something easier to remember
similar to experiential hierarchy
Features:
Temporary; dependent on context; serve specific goals;
covers important decisions when in a hurry;
direct experiences in perceptions/senses
Functional perspective
Heuristic processing
limited effort and time, insufficient adjustment
Self-perception theory
Cognitive dissonance theory
Planned behaviour theory
Single behaviour, thus not long-term behaviour
Work hardly when participants are students
Does not include: unconscious influences; emotion influences
Attitude toward the behaviour
Subjective norm
Perceived behavioral control
Intention → Behaviour
Cognitive beliefs from memory × Evaluation
requires time and effort
order depends on ABC model
Expectancy-value theory
Behavioral beliefs→Attitude toward the behaviour
Normative beliefs→Subjective norm
Control beliefs→Perceived behavioral control
Features:
Stable; saved in memory; serve general functions;
cannot cover important decisions when in a hurry;
direct experiences in experiential hierarchy
Interpretation of attitudes (function, goal, forming) depends on perspectives