COMM 2367H Lecture Notes - Lecture 7: Theory Of Reasoned Action, Ath

• School: Ohio State University
• Department: Communication
• Course: COMM 2367H
• Professor: Bethany Barker

Document Summary

Attitudes can serve different functions for different people. Functional theory- a persuasi(cid:448)e (cid:373)essage is (cid:373)ost likel(cid:455) to (cid:272)ha(cid:374)ge a(cid:374) i(cid:374)di(cid:448)idual"s attitude (cid:449)he(cid:374) the message is directed at the underlying function the attitude serves. Social identity- who you are, what you aspire to be. Knowledge- how we make sense of the world. E(cid:454). (cid:862)1/3 of (cid:455)ou (cid:449)ill fail this (cid:272)lass(cid:863) (cid:449)hat is the likelihood that (cid:455)ou (cid:449)ould drop. Social adjustive- what we do to be accepted. Aim it to your directed audience and it can help you be more persuasive. Diamond ads aimed at women vs diamond ads aimed at men. You know chocolate is bad for you but you eat it anyways. Situational factors the context exerts a powerful impact on behavior ex. Behavior you should exhibit at funerals and weddings. Norm- a(cid:374) i(cid:374)di(cid:448)idual"s (cid:271)elief a(cid:271)out the appropriate (cid:271)eha(cid:448)ior i(cid:374) a situatio(cid:374) individuals may hold an attitude, but choose not to express because it would violate social norms.