PSYCH 13 Lecture Notes - Lecture 3: Elaboration Likelihood Model, Theory Of Planned Behavior, Physical Attractiveness
Document Summary
Association and correlation between attitudes and behavior the link is far from perfect, lack of consistency in findings. Link between attitudes and behaviour may depend on the context, level of correspondence (similarity) and theory of planned behaviour. 1969: attitudes and behaviour were only weakly correlated. Strength of the attitude and link to behaviour: more informed attitudes, direct, personal experience, resistance to persuasive message, accessibility. Essentially, when attitudes are specific and strong they do predict behaviour, however we can change your attitudes. Route is determined by source, message and audience. Elaboration is the process of thinking about & scrutinising the arguments. Central route: think carefully about the message, influenced by its strength and quality. Peripheral route: do not think carefully about the message, influenced by superficial cues. Heuristics are shortcuts to process a message: numbers/statistics and big words, corresponding values, famous or successful people, high consensus and sex.
