CMN 112 Chapter 5: CMN 112 ch 5 textbook notes
Document Summary
People can have same attitude but for different reasons. Functional theory: persuasive message most likely to change an attitude when message is directed at underlying function which the attitude serves. : ex. If you need volunteers, know the reasons why people would want to volunteer. One message about volunteering won"t fit all perspectives and needs. Know the motives that something can fulfill in order to better direct the message. Attitude dysfunctions: attitudes that lead to harm. Factors that control attitude-behavior relationship: aspects of the situation, person"s characteristics, attitude qualities. Situational factors: norms: a person can have an attitude but not express it b/c it is not the norm. (individual belief about what is appropriate behavior, roles: influence attitude-behavior relationship, scripts. 2 personal (characteristics) factors that influence attitude-behavior relationship: self-monitoring: when an individual monitor how they act in different situations. Low self-monitor: direct experience: have actually encountered it, had strong feelings from it. **attitudes from direct experience more likely predict behavior.
