MGHB02H3 Chapter 4: Chapter 4 Notes.docx
Document Summary
Attitude: a fairly stable evaluative tendency to respond consistently to some specific object, situation, person, or category of people. Attitudes often influence our behaviour toward some object, situation, person, or group. Attitudes are not always consistent with behaviour. Attitudes provide useful information over and above the actions that we can observe: e. g. , people who dislike the boss may not engage in public criticism for fear of retaliation. Belief + value => attitude behaviour: my job is interfering with my family life. (belief, i dislike anything that hurts my family. (value, i dislike my job. (attitude, i"ll search for another job. (behaviour) Persuasion that is designed to modify/emphasize values is usually emotionally oriented e. g. , a safety message that concentrates on a dead worker"s weeping, destitute family. Persuasion that is designed to modify beliefs is usually rationally oriented e. g. , a safety message that tries to convince workers that hard hats and safety glasses are not uncomfortable to wear.
