04:192:200 Lecture Notes - Lecture 17: Elaboration Likelihood Model, Attitude Change
7 Apr 2016
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Definition: messages intended to change or reinforce beliefs, attitudes and/or behaviors in others. Can be either to change or reinforce status quo. Assumes voluntary decision from receiver (no coercion). Often assumes beliefs attitudes behaviors. (cid:1) Theories focus on ways people process persuasive information. We develop attitudes/beliefs about one target through associations with other targets. (cid:1) Also learn by watching others model behavior (or observing rewards and punishments). Persuasion can occur by invoking existing associations or by weakening previous links and helping to create new ones. (cid:1) (cid:1) Individuals have a need for consistency between attitudes and behaviors. When we behave in ways inconsistent with attitudes, we feel discomfort. (cid:1) When we experience this dissonance, we seek to reduce it. We might change our attitudes to match behavior. We can persuade others by introducing and/or helping to reduce dissonance about an issue. Argues that best predictor of behavior is behavioral intention.
