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Attitudes, attitude change & behavior (attitudes (made up of 3 parts…
Attitudes, attitude change & behavior
Behavior change
is complex because it
depends on...
target
type of behavior, type of change
population
individual, group, community, population
setting
home,work, leisure
type of intervention
content, mode of delivery
variation dimension
content, elements of intervention, delivery of intention, mode of delivery, intensity, duration, charactestics of implementers, characteristics of recipients, characteristics of setting, adherence to delivery protocols
Michie's models
COM-B Model
Behavior Change Wheel
again capability, motivation & opportunity
attitudes
a
psychological tendency
that is expressed by
evaluating
a particular entitiy with some degree of
favor or disfavor
(approach/avoidance) - not directly observable
relatively
enduring organization of beliefs, feelings, and behavioral tendencies towards socially significant objects, groups, events or symbols
smoking example: in 1955 only men were smoking, then females were targeted - in 1965 almost half of population was smoking until it became clear that smoking is linked to cancer --> then smoking ads, but now still smoking is equally distributed among both genders
stimuli --> evaluation --> response
differ in
valence/direction
strength
made up of
3 parts that together form our evaluation of the "attitude object"
affective
component = of emotional reactions towards the attitude object (e.g. fear = spider)
resulting
from values (religion & moral), sensory reactions, aesthetic reaciton, (repeated) exposure, conditioning
do not result from rational examinatino of issues, not governed by logic, often linked to values (trying to change them challenges values), express & validate one's value system
cognitive
component = thoughts & beliefs about attitute object (e.g. teacher = intelligent)
based primarily on people's beliefs about the properties of an attitude object; could also be only facts (e.g. how much petrol does car need?)
behavioral
component = actions or observable behavior toward attitude object
based on
observations of how one behaves towards attitude object;
according to self-perception theory, under certain circumstances, people don't know how they feel until they see how they behave = We can form out attitudes based on our observations of our own behavior
people infer attitudes from their behavior only under certain conditions
= initial attitude has to be weak or ambiguous & people infer their attitudes from their behavior only when there are no other plausible explanations for their behavior
leading to a MULTICOMPONENT - MODEL
Where do they come from? Nature vs. Nurture
identical twins share more attitudes than fraternal twisn, even when raised in different home, never knowing each other
some attitudes are an indirect function of our genetic makeup, related to things like our temperament and personality
even if there is a
large genetic component
;
social experiences
play a large role in shaping our attitudes; BUT not all attitudes are created equally
mating preferences - study
= would you go out with me tonight? would you come to my appartment tonight? would you go to bed with me tonight?
would you go out with me? = 50/50 women/men accept; the other 2 options 75 % of men accept, women hardly -->
genes do not produce attitudes
Explicit vs. Implicit Attitudes
explicit
attitudes that we concsiously endorese and which can easily reported
implicit
attitudes that are involuntary, uncontrollable, and at time unconscious
people can have implicit & explicit attitudes toward virtually anything; they can be equal or contradicting (e.g. attitude towards homosexuality) - measurement with IAT
Attitudes & Behavior
principle of consistency
= we usually expect the behavior of a person to be consistent with the attitudes that they hold. BUT this is not always the case
Theory of Planned Behavior
attitudes differ between people, between cultures & over time
How do attitudes change?
social influence
influenced because of what other people do or say (e.g. attitudes of current politicians)
cognitive dissonance
changing attitudes by changing behavior
= when people do sth. that threatens their self-image and/or there is now way to explain behavior with external circumstances, they engage in internal justification by
bringing 2 components (attitude + behavior) closer together
typical studies
= participants prepare speech in favor of death penalty although they are against it;
counterattitudinal advocacy
= process by which people are induced to state publicly an opinion that runs counter their private atittudes =
creates dissonance
when this is accomplished with a minimal external justificatin; it results in a change in people's private attitude in the direction of the public statement
persuasive communication
implicit/unobtrusive
explicit
Source-Message-Audience Channel
source (who)
= credibility & attractiveness
message (what)
= quality & sincerity
audience (whom)
= attention, ability
Elaboration likelihood Model (ELM)
2 routes
centrally
= attention to arguments; receiver generates attitude relevant thoughts about persuasive message; beyond simple understanding
objective processing
biased processing
(= vested interest or using unbalanced information)
achieving long-lasting attitude change via central route
(maintain, act consistently, resistant to persuasion)
peripherally
= swayed by surface characteristics,
No extensive cognitive work required
for decision making; relies on variety of cues to make
quick decision
=
auto pilot
Motivation & Ability
as factors
determining processing route
motivation
personal relevance
determines motivation - central route
need for cognition
= reflecting extent to which people engage in enjoy effortful cognitive activities
ability
when people are
unable to pay close attention
to arguments, they use
peripheral cues as status of communicator, liking or trusting
(e.g. presenting a weak argument together with distraction to make people more susceptible to peripheral influence)
Role of Emotion
use emotion as tool to get attention,
which is needed for the listener to consider your arguments
Heuristic Systematic model of Persuasion
emotions as heuristics; emotions & moods can work as heuristics to determine out attitude; "How do I feel about it? - heuristic"; BUT we make mistakes about what is causing our mood (e.g. wheather)
if attitude is cognitively-based
, try to change it with
rational arguments
;
if attitude is affectively based
, try to change it with
emotional appeals
culture -> independent vs. interdependent focus of ads determines sales rates in the respective countries
Libertarian Paternalism
Libertarianism
= standard assumption of rational choice in economics has led to deep-rooted view tht governments should take a hands-off attitude towards private enterprise & choice; however,
they can intervente when there is a market failure
not the best approach when
: a) choices made by one person affect bystanders (
externality problem
) b) private businesses are unable to provide goods that people need (
public goods problem
) c) private sector is unable to maintain, preserve and nurture a neccessary resource (
common resources problem
) d) free-market outcome provokes moral objections
Paternalism
= in addition to fears of market failure, behavioral economists with emphasis on our predictable irrationalities, has begun to make government intervention (or paternalism) seem less unreasonable;
Standard tools have been taxes/subsidies & simple legal prohibitions
;
new tool = uses our predictable irrationalities to influence our choices
Libertarian paternalism
= government nudges private citizens towards rational choices without in anyway restricting their freedom to do as they wish
choice architect influences people's choices by changing the context in which choices are made (but not changing menu of available options); CA tries to nudge people toward choices that are obviously rational without making it harder for people to make other (less rational) choices