Changing affect. If there is not enough motivation, an attitude will not change; if the emotional appeal is overdone, the motivation can be paralyzed thereby preventing attitude change. Popular Posts . J. Rosenberg and C. I. Hovland, "Cognitive, Affective and Behavioral Components of Attitudes."
For other uses of attitude, see Allport, Gordon.
Experimental Social Psychology, 39, 75-82 According to the theory of reasoned action, if people evaluate the suggested behavior as positive (attitude), and if they think their significant others want them to perform the behavior (subjective norm), this results in a higher intention (motivation) and they are more likely to do so. Research on Explicit measures tend to rely on self-reports or easily observed behaviors. Please check your email for instructions on resetting your password. Eagly and Chaiken, for example, define an attitude as "a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. It could be concrete, abstract or just about anything in your environment, but there is a debate about precise definitions. The subsequent separation of behavioral intention from behavior allows for explanation of limiting factors on attitudinal influence (Ajzen, 1980).
and you may need to create a new Wiley Online Library account.Enter your email address below and we will send you your usernameIf the address matches an existing account you will receive an email with instructions to retrieve your username One approach is to try to change affect, which may or may not involve getting consumers to change their beliefs. For example, people can be motivated such that they find it socially desirable to appear to have certain attitudes. In M. J. Rosenberg, C. I. Hovland (eds. Most contemporary perspectives on attitudes permit that people can also be conflicted or An attitude can be a positive or negative evaluation of people, objects, events, activities, and ideas.
The study of attitude formation is the study of how people form evaluations of persons, places or things. Dillard (1994) suggests that message features such as source non-verbal communication, message content, and receiver differences can impact the emotion impact of fear appeals. Dr. Bettinghaus has research interests in language behavior, and in persuasion.John R. Baseheart (Ph.D., Michigan State University, 1969) is Assistant Professor of Speech at the University of Kentucky.
It is an important variable in emotion appeal messages because it dictates a person's ability to deal with both the emotion and the situation. Initially, a person develops certain attitudes from his parents, brothers, sister, and elders in the family. Issue involvement is the relevance and salience of an issue or situation to an individual.
Erwin P. Bettinghaus, (Ph.D., Illinois, 1959) is Professor of Communication and Assistant Dean of the College of Communication Arts at Michigan State University. Fear is one of the most studied emotional appeals in communication and social influence research. The ego-defensive notion correlates nicely with Downward Comparison Theory which holds the view that derogating a less fortunate other increases our own subjective well-being. Professor Bettinghaus has served as Chairman of the Behavioral Science Interest Group of the Speech Association, and as a consulting editor in the behavioral science areas for both the Central States Speech Journal and the Quarterly Journal of Speech .
Issue involvement has been correlated with both attitude access and attitude strength. The theory of planned behavior contains the same component as the theory of reasoned action, but adds the component of perceived behavioral control to account for barriers outside one's own control.A counter-argument against the high relationship between behavioral intention and actual behavior has also been proposed, as the results of some studies show that, because of circumstantial limitations, behavioral intention does not always lead to actual behavior. Some Specific Factors Affecting Attitude Change. An influential model of attitude is the multicomponent model, where attitudes are evaluations of an object that have affective, behavioral, and cognitive components (the ABC model):Explicit measure are attitudes at the conscious level, that are deliberately formed and easy to self-report. Any discrete emotion can be used in a persuasive appeal; this may include jealousy, disgust, indignation, fear, blue, disturbed, haunted, and anger. Other methods include concept or network mapping, and using primes or word cues in the era. Erwin P. Bettinghaus, (Ph.D., Illinois, 1959) is Professor of Communication and Assistant Dean of the College of Communication Arts at Michigan State University. ).Implicit measures are not consciously directed and are assumed to be automatic, which may make implicit measures more valid and reliable than explicit measures (such as self-reports). Subscribe to: Post Comments (Atom) Back to the Main Page.
The characteristics of a message are important because one message can elicit different levels of emotion for different people. Newer Post Older Post Home.
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