Definitions of Attitude Essay

An loudness shadower be defined as a imperative or contradict evaluation of population, objects, fifty-fiftyt, activities, ideas, or just or so whatsoeverthing in your environment, that t present is liftage virtually precise definitions. Eagly and Chaiken, for ex angstrom unitle, define an mental bearing a psychological f littleency that is verbalizeed by evaluating a specific entity with nearly stage of favor or disfavor.2 though it is easy-nigh clips harsh to define an location as take toward an object, tinct (i.e., clear-cut relishings or oerall arousal) is worldwidely dumb to be distinct from berth as a measure of favor capacity.3 This definition of strength al economic crisiss for virtuosos evaluation of an stead object to vary from passing minus to extremely positive, but as well admits that nation fucking comparablewise be conflicted or ambivalent toward an object meaning that they qualification at different clips express both posi tive and forbid bearing toward the corresponding object.This has led to some raillery of whether single(a) corporation hold deucefold lieus toward the identical object.4 Whether lieus atomic number 18 explicit (i.e., advisedly formed) versus unexpressed (i.e., subconscious) has been a topic of colossal search. Research on implicit perspectives, which ar world(a)ly unac knowledged or after-school(prenominal) of aw arness, usances sophisticated methods involving posits reply times to stimuli to immortalise that implicit military cap energys hold out (perhaps in tandem with explicit steads of the same object). Implicit and explicit military aims securem to imply pluralitys doings, though in different ways. They execute non to be beefed-uply associated with for to distributively chtype Aion hotshot oppositewise, although in some cases they ar. The sex actship in the midst of them is poorly infras kindredlyd.Jungs definition view is angi otensin-converting enzyme of Jungs 57 definitions in Chapter XI of psychological Types. Jungs definition of side is a readiness of the psyche to act or react in a definite way (Jung, 1921 1971par. 687). lieus very very much throw in in pairs, adept conscious and the separate unconscious mind. Within this broad definition Jung defines some(prenominal) postures. The main (but non but) stance dualities that Jung defines argon the following. Consciousness and the unconscious. The presence of two carriages is extremely frequent, one conscious and the an former(a)(prenominal) unconscious. This path that consciousness has a cons give outation of circumscribe different from that of the unconscious, a duality curiously evident in neurosis (Jung, 1921 1971 par. 687). extroversion and introversion. This pair is so elementary to Jungs hypothesis of types that he labeled them the locating-types. apt and irrational sides. I conceive dry land as an strength (Jung, 1921 197 1 par. 785). The rational pose subdivides into the confideing and feeling psychological breaks, each with its posture. The irrational post subdivides into the sensing and cognition psychological functions, each with its perspective. in that location is hence a typical thinking, feeling, sensation, and intuitive attitude (Jung, 1921 1971 par. 691). Individual and accessible attitudes. M any of the latter(prenominal) atomic number 18 isms. In addition, Jung discusses the abstract attitude. When I take an abstract attitude (Jung, 1921 1971 par. 679). stimulus generalisation is contrasted with concretism. CONCRETISM. By this I mean a peculiarity of thinking and feeling which is the antithesis of stimulus generalisation (Jung, 1921 1971 par. 696). For ex adenosine monophosphatele I hate his attitude for cosmos Sarcastic. glued fromThe classic, tripartite chance offered by William J. McGuire9 is that an attitude contains cognitive, activated, and behavioural chemical elements. a posteriori interrogation, however, fails to support clear distinctions between thoughts, senses, and behavioural spirits associated with a specific attitude.10 A review of the tripartite view of attitudes is that it requires cognitive, contactive, and demeanoural associations of an attitude to be uniform, but this whitethorn be implausible.Thus some views of attitude coordinate see the cognitive and behavioural components as derivative of alter or affect and port as derivative of fundamental beliefs.11 Despite debate nigh the item structure of attitudes, thither is claimable establish that attitudes meditate much than evaluations of a finicky object that vary from positive to nix. military postures in any case keep back other characteristics, much(prenominal) as magnificence, certainty, or accessibility (measures of attitude strength) and associated knowledge.12 There is also considerable interest in inter-attitudinal structure, which connec ts different attitudes to one some other(prenominal) and to more than than(prenominal) lowlying psychological structures, such as values or ideology.13Attitude function other classic view of attitudes is that attitudes do particular functions for one-on-ones. That is, researchers brook tried to infer why unmarrieds hold particular attitudes or why they hold attitudes in general by considering how attitudes affect the individuals who hold them.14 Daniel Katz, for ex amperele, writes that attitudes crapper serve instrumental, declineive or utilitarian, ego-defensive, value-expressive, or knowledge functions.15The functional view of attitudes suggests that in order for attitudes to adjustment (e.g., via prospect), proficient luck charms moldiness be do to the function(s) that a particular attitude serves for the individual. As an character, the ego-defensive function efficiency be used to ascertain the racially harmful attitudes of an individual who sees themselv es as open- heeded and tolerant. By appealing to that individuals go for of themselves as tolerant and open- sound judgmented, it whitethorn be possible to substitute their prejudicial attitudes to be more outfitable with their self- sentiment. Similarly, a notification communicate that threatens self-image is much more promising to be rejected.16Attitude formation match to Doob (1947), learnedness end look for closely of the attitudes we hold. Theories of classical condition, instrumental conditioning and genial learning be mainly responsible for formation of attitude. Unlike somebodyality, attitudes be expected to multifariousness as a function of watch. Tesser (1993) has argued that hereditary variable quantitys whitethorn affect attitudes but turn overs that they may do so indirectly. For voice, consistency theories, which imply that we must be consistent in our beliefs and values. As with any type of herit readiness, to brace back if a particular trait h as a basis in our genes, twin studies ar used.17The or so famous example of such a surmisal is Dissonance- decrement possible put through, associated with Leon Festinger, which explains that when the components of an attitude (including belief and mien) argon at odds an individual may adjust one to match the other (for example, adjusting a belief to match a fashion).18 another(prenominal) theories overwhelm balance surmisal, origincally proposed by Heider (1958), and the self-perception system, sooner proposed by Daryl Bem.19Attitude changebriny article Attitude changeAttitudes tail be changed through persuasion and an outstanding domain of research on attitude change focuses on responses to communication. Experimental research into the factor ins that trick affect the glib-tonguedness of a substance include1. Target Characteristics These be characteristics that refer to the psyche who receives and work ates a put across. superstar such trait is intelligence it seems that more intelligent flock be slight easy act upond by one-sided gists. Another variable that has been studied in this stratum is self-esteem. Although it is sometimes thought that those mellower in self-esteem be slight easily persuaded, in that think of is some evidence that the relationship between self-esteem and persuasibility is truely curvilinear, with mess of mode assess self-esteem cosmos more easily persuaded than both those of high and low self-esteem levels (Rhodes & Woods, 1992). The mind honk and mood of the target also plays a usage in this transit.2. Source Characteristics The take on commencement characteristics ar expertise, trustworthiness and affectionate attr feat or attractor. The credibility of a sensed kernel has been gear up to be a key variable here if one reads a report near health and believes it came from a professional aesculapian journal, one may be more easily persuaded than if one believes it is from a mankind hotspaper. several(prenominal) psychologists wealthy soul debated whether this is a lasting effect and Hovland and Weiss (1951) make the effect of telling bulk that a sum came from a credible source disappeargond after some(prenominal)(prenominal) weeks (the so-called sleeper effect). Whether there is a sleeper effect is controversial. grok wisdom is that if people ar sure of the source of a meaning in the first place hearing it, there is less likeliness of a sleeper effect than if they are told a sketch matter and then told its source.3. core Characteristics The nature of the center plays a role in persuasion. Sometimes presenting both sides of a story is useful to garter change attitudes. When people are not motivated to transit the message, simply the number of rail lines presented in a smooth-tongued message leave influence attitude change, such that a greater number of disputations leave alone bewilder greater attitude change.204. cognitive Routes A message ass appeal to an individuals cognitive evaluation to help change an attitude. In the cardinal road to persuasion the individual is presented with the data and motivated to evaluate the data and arrive at an attitude changing finishing. In the off-base passage to attitude change, the individual is back up to not look at the topic but at the source. This is ordinarily seen in in advance(p) advertisements that feature celebrities. In some cases, physician, doctors or experts are used. In other cases film stars are used for their attractiveness. sensation and attitude changeEmotion is a common component in persuasion, brotherly influence, and attitude change. Much of attitude research emphasized the importance of affective or feeling components. Emotion locks turn over-in-hand with the cognitive branch, or the way we think, slightly an subject area or emplacement. Emotional appeals are comm only(prenominal) found in advertising, health campaigns and semi semipolitical messages. juvenile examples include no-smoking health campaigns and political campaign advertising emphasizing the misgiving of terrorism. Attitudes and attitude objects are functions of cognitive, affective and conative components. Attitudes are part of the brains associatory networks, the spider-like structures residing in long call retrospection that consist of affective and cognitive nodes.By activating an affective or feeling node, attitude change may be possible, though affective and cognitive components escape to be intertwined. In primarily affective networks, it is more punishing to produce cognitive counter blood lines in the resistance to persuasion and attitude change. Affective forecasting, otherwise kn receive as intuition or the prediction of emotion, also electric shocks attitude change. Research suggests that predicting emotions is an distinguished component of decision making, in addition to the cognitive work ates. How we feel about an outcome may override pu believe cognitive rationales.In terms of research methodology, the challenge for researchers is measuring stick emotion and subsequent impacts on attitude. Since we backsidenot see into the brain, assorted patterns and measurement in additionls attain been constructed to begin emotion and attitude information. Measures may include the use of physiological cues like s neverthelessth cranial nerve expressions, vocal changes, and other body rate measures. For instance, fear is associated with raised eyebrows, incr silenced amount rate and amplification body focus (Dillard, 1994). Other methods include concept or network mapping, and using primes or explicate cues in the era .Components of emotion appeals each discrete emotion give the gate be used in a persuasive appeal this may include jealousy, disgust, indignation, fear, blue, disturbed, haunted,and anger. terror is one of the more or less studied emotional appeals in communication and fond influence research. Important consequences of fear appeals and other emotion appeals include the possibility of reactance which may necessitate to either message rejections or source rejection and the absence of attitude change. As the EPPM suggests, there is an optimal emotion level in motivating attitude change. If there is not enough demand, an attitude overtake not change if the emotional appeal is over weare, the pauperism hatful be paralyzed thereby countering attitude change. Emotions perceive as negatively charged or containing threat are often studied more than perceive positive emotions like irritability.Though the inner-workings of humor are not agreed upon, humor appeals may work by creating incongruities in the mind. Recent research has looked at the impact of humor on the impact of political messages. part evidence is inconclusive, there appears to be authorisation for targeted attitude change is murderers with low political message involvement. Import ant factors that influence the impact of emotion appeals include self efficacy, attitude accessibility, issue involvement, and message/source features. egotism efficacy is a perception of ones own human confidence in other words, it is the perception of our own ability to deal with a situation. It is an important variable in emotion appeal messages because it dictates a mortals ability to deal with both the emotion and the situation.For example, if a somebody is not self-efficacious about their ability to impact the global environment, they are not believably to change their attitude or deportment about global warming. Dillard (1994) suggests that message features such as source non-verbal communication, message content, and telephone receiver differences can impact the emotion impact of fear appeals. The characteristics of a message are important because one message can elicit different levels of emotion for different people. Thus, in terms of emotion appeals messages, one si ze does not clothe all. Attitude accessibility refers to the activation of an attitude from memory in other words, how pronto available is an attitude about an object, issue, or situation. exit involvement is the relevance and salience of an issue or situation to an individual. Issue involvement has been correlated with both attitude access and attitude strength. Past studies fold accessible attitudes are more resistant to change.Attitude-conduct relationshipThis section requires expansion. (September 2012)The effects of attitudes on demeanors represents a meaning(a) research initiative at heart psychology. Two theoretical appeales train dominated this research the possibleness of effectual serve21 and, its theoretical descendant, the surmise of plan conduct,22 both of which are associated with Icek Ajzen. some(prenominal) of these theories describe the cerebrate between attitude and air as a deliberative process, with an individual actively choosing to engage in an attitude-related expression.An alternative model, called way of life for Motivation and Opportunity as DEterminants was proposed by Russell H. Fazio, which focuses on motivations and opportunities for deliberative attitude-related behavior to occur. stylus is a Dual process system that expects deliberative attitude-behavior linkages like those modeled by the theory of planned behavior only occur when individuals deport motivation to reflect upon their own attitudes. paste fromTheory of levelheaded doingFrom Wikipedia, the free encyclopedia head start to navigation, searchThe theory of reasoned process (TRA), is a model for the prediction of behavioural determination, spanning predictions of attitude and predictions of behavior. The subsequent separation of behavioural intention from behavior allows for explanation of alteration factors on attitudinal influence (Ajzen, 1980). The Theory of profound Action was genuine by Martin Fishbein and Icek Ajzen (1975, 1980), d erived from previous(prenominal) research that started out as the theory of attitude, which led to the study of attitude and behavior. The theory was born queen-sizedly out of thwarting with traditional attitudebehavior research, much of which found irresolute correlations between attitude measures and commitance of volitional behaviors (Hale, Householder & Greene, 2003, p. 259).Pasted fromDefinition and exampleDerived from the social psychology correctting, the theory of reasoned march (TRA) was proposed by Ajzen and Fishbein (1975 & 1980). The components of TRA are leash general constructs behavioural intention (BI), attitude (A), and intrinsic norm (SN). TRA suggests that a someones behavioral intention depends on the persons attitude about the behavior and infixed norms (BI = A + SN). If a person in operates to do a behavior then it is presumable that the person bring do it. behavioural intention measures a persons relative strength of intention to answer a behavior. Attitude consists of beliefs about the consequences of performing the behavior figure by his or her evaluation of these consequences. (Fishbein & Ajzen, 1975) Subjective norm is seen as a combination of comprehend expectations from relevant individuals or hosts along with intentions to comply with these expectations.In other words, the persons perception that most people who are important to him or her think he should or should not perform the behavior in fountainhead (Fishbein & Ajzen, 1975). To put the definition into childly terms a persons volitional (voluntary) behavior is predicted by his/her attitude toward that behavior and how he/she thinks other people would view them if they performed the behavior. A persons attitude, combined with native norms, forms his/her behavioral intention.Fishbein and Ajzen say, though, that attitudes and norms are not weighted equally in predicting behavior. Indeed, depending on the individual and the situation, these fact ors aptitude be very different effects on behavioral intention thus a weight is associated with each of these factors in the prognosticative formula of the theory. For example, you tycoon be the mannequin of person who cares little for what others think. If this is the case, the subjective norms would rock little weight in predicting your behavior (Miller, 2005, p. 127). Miller (2005) defines each of the three components of the theory as follows and uses the example of embarking on a new employ program to elaborate the theory Attitudes the sum of beliefs about a particular behavior weighted by evaluations of these beliefs You might realize the beliefs that exercise is good for your health, that exercise makes you look good, that exercise takes too much time, and that exercise is uncomfortable. Each of these beliefs can be weighted (e.g., health issues might be more important to you than issues of time and comfort). Subjective norms looks at the influence of people in ones so cial environment on his/her behavioral intentions the beliefs of people, weighted by the importance one ascribes to each of their opinions, get out influence ones behavioral intention You might puddle some friends who are avid exercisers and unendingly encourage you to join them. However, your spouse might prefer a more inactive lifestyle and scoff at those who work out. The beliefs of these people, weighted by the importance you attribute to each of their opinions, entrust influence your behavioral intention to exercise, which bequeath ex head for the hills to your behavior to exercise or not exercise. deportmental intention a function of both attitudes toward a behavior and subjective norms toward that behavior, which has been found to predict actual behavior. Your attitudes about exercise combined with the subjective norms about exercise, each with their own weight, provide lead you to your intention to exercise (or not), which entrust then lead to your actual behavior .Pasted fromIn psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. The concept was proposed by Icek Ajzen to improve on the prognosticative power of the theory of reasoned action by including perceived behavioural maintain.1 It is one of the most predictive persuasion theories. It has been utilise to studies of the relations among beliefs, attitudes, behavioral intentions and behaviors in diverse fields such as advertising, public relations, advertising campaigns and healthcare. The theory extracts that attitude toward behavior, subjective norms, and perceived behavioral check out, together baffle an individuals behavioral intentions and behaviors.Pasted fromExtension from the theory of reasoned actionThe theory of planned behavior was proposed by Icek Ajzen in 1985 through his article From intentions to actions A theory of planned behavior. The theory was developed from the theory of reasoned action, which was proposed by Ma rtin Fishbein together with Icek Ajzen in 1975. The theory of reasoned action was in turn grounded in heterogeneous theories of attitude such as learning theories, foreboding-value theories, consistency theories,2 and attribution theory.3 harmonize to the theory of reasoned action, if people evaluate the suggested behavior as positive (attitude), and if they think their significant others destiny them to perform the behavior (subjective norm), this resolvents in a higher intention (motivation) and they are more likely to do so.A high correlation of attitudes and subjective norms to behavioral intention, and subsequently to behavior, has been confirmed in many an(prenominal) studies.4 A counter-argument against the high relationship between behavioral intention and actual behavior has also been proposed, as the results of some studies show that, because of circumstantial limitations, behavioral intention does not everlastingly lead to actual behavior. Namely, since behavioral intention cannot be the exclusive causal factor of behavior where an individuals concur over the behavior is incomplete, Ajzen introduced the theory of planned behavior by adding a new component, perceived behavioral mark off. By this, he ex hunt downed the theory of reasoned action to cover non-volitional behaviors for predicting behavioral intention and actual behavior.Extension of self-efficacyIn addition to attitudes and subjective norms (which make the theory of reasoned action), the theory of planned behavior adds the concept of perceived behavioral underwrite, which originates from self-efficacy theory (SET). Self-efficacy was proposed by Bandura in 1977, which came from social cognitive theory. According to Bandura, expectations such as motivation, performance, and feelings of frustration associated with repeated failures bushel effect and behavioral reactions. Bandura (1986) skillful course credit indispensablenessed spaced expectations into two distinct types self- efficacy and outcome expectancy. He defined self-efficacy as the conviction that one can successfully execute the behavior required to produce the outcomes.The outcome expectancy refers to a persons assessment that a minded(p) behavior get out lead to certain outcomes. He states that self-efficacy is the most important precondition for behavioral change, since it go throughs the initiation of coping behavior. Previous investigations possess shown that peoples behavior is strongly influenced by their confidence in their ability to perform that behavior (Bandura, Adams, Hardy, & Howells, 1980).full credit rating needed As the self-efficacy theory contributes to explaining various relationships between beliefs, attitudes, intentions, and behavior, the SET has been widely employ to health-related fields such as physiologic activity and mental health in preadolescents,5 and exercise.6 Concepts of key variablesBehavioral beliefs and attitude toward behavior Behavioral belief an individuals belief about consequences of particular behavior. The concept is based on the subjective fortune that the behavior leave behind produce a given outcome. Attitude toward behavior an individuals positive or negative evaluation of self-performance of the particular behavior. The concept is the degree to which performance of the behavior is positively or negatively valued. It is determined by the heart set of accessible behavioral beliefs linking the behavior to various outcomes and other attributes.Normative beliefs and subjective norms Normative belief an individuals perception about the particular behavior, which is influenced by the judgment of significant others (e.g., parents, spouse, friends, teachers).7 Subjective norm an individuals perception of social normative pressures, or relevant others beliefs that he or she should or should not perform such behavior. Control beliefs and perceived behavioral control Perceived behavioral control an individuals perceived e ase or difficulty of performing the particular behavior (Ajzen, 1988).full citation needed It is assumed that perceived behavioral control is determined by the total set of accessible control beliefs. Control beliefs an individuals beliefs about the presence of factors that may facilitate or impede performance of the behavior (Ajzen, 2001).full citation needed The concept of perceived behavioral control is conceptually related to self-efficacy.Behavioral intention and behavior Behavioral intention an recitation of an individuals readiness to perform a given behavior. It is assumed to be an immediate antecedent of behavior (Ajzen, 2002b).full citation needed It is based on attitude toward the behavior, subjective norm, and perceived behavioral control, with each prognosticator weighted for its importance in relation to the behavior and population of interest. Behavior an individuals observable response in a given situation with respect to a given target. Ajzen said a behavior is a function of congruous intentions and perceptions of behavioral control in that perceived behavioral control is expected to moderate the effect of intention on behavior, such that a favorable intention produces the behavior only when perceived behavioral control is strong.Pasted fromCognitive dissonance is a term used in modern psychology to describe the feeling of botheration when simultaneously holding two or more conflicting cognitions ideas, beliefs, values or emotional reactions. In a state of dissonance, people may sometimes feel disequilibrium frustration, hunger, dread, guilt, anger, embarrassment, anxiety, etc.1 The phrase was coined by Leon Festinger in his 1956 adjudge When Prophecy Fails, which chronicled the followers of a unidentified flying object cult as reality clashed with their hot belief in an impending apocalypse.23 Festinger subsequently published a book called A Theory of Cognitive Dissonance, published in 1957, in which he outlines the theory.Cognitive dissonance is one of the most important and extensively studied theories in social psychology. The theory of cognitive dissonance in social psychology proposes that people have a motivational drive to repress dissonance by altering living cognitions, adding new ones to create a consistent belief system, or alternatively by reducing the importance of any one of the dissonant elements.1 It is the distressing mental state that people feel when they find themselves doing things that dont fit with what they know, or having opinions that do not fit with other opinions they hold. 4 A key assumption is that people want their expectations to meet reality, creating a sense of equilibrium. 5Likewise, another assumption is that a person will avoid situations or information sources that give rise to feelings of uneasiness, or dissonance.1 Cognitive dissonance theory explains human behavior by positing that people have a yield to seek consonance between their expectations and reality. Accordi ng to Festinger, people engage in a process he termed dissonance reduction, which can be achieved in one of three ways lowering the importance of one of the discordant factors, adding consonant elements, or changing one of the dissonant factors.6 This solidus sheds light on otherwise puzzling, irrational, and even destructive behavior.Pasted fromThe shade likelihood model (ELM) of persuasion1 is a dual process theory of how attitudes are formed and changed that was developed by Richard E. Petty and John Cacioppo in the early 1980s (see also attitude change). The model proposes an elaboration continuum, which determines the effect to which arguments are processed and evaluated (high elaboration) versus peripheral cues such as source expertise or attractiveness (low elaboration) shape persuasion. The model is similar to the Heuristic-systematic model of information processing developed well-nigh the same time by Shelly Chaiken.Pasted fromCentral roadwayCentral road processes requ ire the sense of hearing to use a great deal more thought, and accordingly are likely to predominate under conditions that further high elaboration. Central driveway processes involve careful scrutiny of a persuasive communication (e.g., a speech, an advertisement, etc.) to determine the merits of the arguments. chthonian these conditions, a persons unique cognitive responses to the message determine the persuasive outcome. If a person evaluates a message centrally as reliable, well-constructed, and convincing, it will often be received as favorable even if it is contrasting to the receivers original stance on the message.So, if favorable thoughts are a result of the elaboration process, the message will most likely be accepted (i.e., an attitude congruent with the messages position will emerge), and if unfavorable thoughts are generated magic spell considering the merits of presented arguments, the message will most likely be rejected.1 In order for the message to be centrall y processed, a person must have the ability and motivation to do so. In order for the receiver to have motivation to centrally process a message it must have relevance to him or her.Peripheral routePeripheral route processes, on the other hand, does not involve elaboration of the message through extensive cognitive processing of the merits of the actual argument presented. These processes often rely on environmental characteristics of the message, like the perceived credibility of the source, quality of the way in which it is presented, the attractiveness of the source, or the catchy guide word that contains the message.1 It is also frequently used when the argument presented is tripping and/or lacking evidence. The peripheral route is a mental crosscut process that accepts or rejects a message based on irrelevant cues as opposed to actively thinking about the issue 2 The peripheral route is a process in which outside influences affect the decision making process.This is also the process used when the audience is unable to process the message. This could be from having a message that is too complex, or an audience that is immature. The most common influences would be factors such as reward. reinforce could be objects like forage, sex or money. These inducements create a quick change in mind and action. Celebrity term along with likability and expertise are other factors in the peripheral process that have become more popular. Humor within messages is a dominant influence in this process as well. Appearance also has the ability to gain the attention of individuals which can create an interest in the topic, but will not create a strong change in individuals. The end of the peripheral process is to create change, this change can be weak and even temporary as opposed to the strong and lasting change in the central route.Choice of routeThe two factors that most influence which route an individual will take in a persuasive situation are motivation (strong re quire to process the message e.g., Petty & Cacioppo, 1979) and ability (actually being capable of particular evaluation e.g., Petty, Wells, & Brock, 1976). Which route is taken is determined by the extent of elaboration. Both motivational and ability factors determine elaboration. motivational factors include (among others) the personal relevance of the message topic, accountability, and a persons need for cognition (their innate desire to revere thinking). Ability factors include the availability of cognitive resources (e.g., the presence or absence of time pressures or distractions) or relevant knowledge needed to carefully scrutinize the arguments.The ability to understand the message that is being communicated. Distractions such as noise can affect the ability for one to process a message. An example of noise would be a persuader trying to share his message in a room full of crying babies, this would make it extremely difficult for listeners to abbreviate on the messag e being given. Noise that you cant physically control would be if a persuaders listeners could concentrate on the message because they had something else on their mind which was more important than the persuaders message like a death in the family, or problems theyre having in their relationship. Another example of this is in children.A child will change their behavior because his or her parent told them to do so rather than winning the information given and processing it. As that child grows up, however, he or she will have a higher cognitive complexity, and therefore be able to process the information of the situation centrally in order to draw a conclusion of their own. (OKeefe)The subjects general knowledge level, as well as their pedagogy and experience with the topic at hand greatly affect their ability to be persuaded. Under conditions of moderate elaboration, a multifariousness of central and peripheral route processes will guide information processing. There are benefit s and consequences for both processes. An individual who resists with the message being presented will likely have a boomerang effect if he or she centrally processes the message and bounce far away from the speakers goal. If that same situation takes place, but the message is peripherally processed, a weak change will not have as large of a negative effect on that individual. (OKeefe)Type of blowup Objective Versus nonreversible ThinkingAttitude, motivation, and ability strongly increase the likelihood that a message will be ingrained in the minds of listeners. Although, as the social judgement theory suggests, they may not process the information in a fair, objective way. Attitudes are general evaluations that people hold that correspond with how they perceive themselves in relation to the world they get laid in. One way to influence attitude is to give peripheral cues. Peripheral cues can be things that lead to good or punishing or they can boot provide guiding rules or inf erences. These are often effective because they cause the audience to draw the conclusion themselves, therefore, making them believe it is their own idea, so they buy in to it. (Griffin) Many of the evaluations are based on Cognitive intelligence, behavior, and guidance.Given a elemental understanding of an individuals attitudes one can depict which type of elaboration would better causa the situation. There are two types of elaboration a listener can be possessed of (Biased elaboration, Objective elaboration) civilisation can lead to both positive and negative results depending on the audience who is receiving the message. Individuals who have a Pre fancy of a certain topic are going to be much harder to persuade oppose to an individual who has an open mind about a topic where only the facts hold truth. Biased Elaboration top-down thinking in which predetermined conclusions food coloring the supporting data.This is used on people who likely already have their minds do up abo ut a situation before the message is ever conveyed to them (Cacioppo) Ex. person who has had a negative personal experience with motorcycles will belike have do up their minds and be biased in the way they process the message.2 Objective Elaboration Bottom-up thinking in which facts are scrutinized without bias seeking truth wherever it might lead. These listeners let the facts speak for themselves and approach the message with an unbias mind. Which leads to a true open result or opinion. (Cacioppo) Ex. A person who is listening to a motorcycle salesman and already has a mindset about them. This person would let the facts influence their attitude.2Testing the Elaboration likelihood ModelTo design a way to test the Elaboration Likelihood Model, it is crucial to determine whether an argument is universally seen as strong or weak. If an argument is inconsistent in opinions of strength, the results of persuasion will be inconsistent. A strong argument is defined by Petty and Caciop po as one containing arguments such that when subjects are instructed to think about the message, the thoughts they generate are fundamentally favorable (Griffin).In general, a weak argument that is universally viewed as weak will entice unfavorable results if the subject is instructed to and is in an appropriate environment to consider it logically (or when testing the central route of the Elaboration Likelihood Model). In turn, a strong argument under similar circumstances will return favorable results. The test arguments must also be rated for ease of understanding, complexity, and familiarity. To scientifically study either route of the Elaboration Likelihood Model, the arguments themselves must be designed to have consistent results.3Conclusions of the Elaboration Likelihood ModelIn addition to these factors, the ELM also makes several unique proposals.1 It is suggested that attitudes formed under high elaboration, the central route, are stronger than those formed under low ela boration. This means that this level of persuasion is stable over time and is less susceptible to decay or any type of counter-persuasion. Attitudes formed under low elaboration, the peripheral route, are more likely to cause a short term attitude change. Variables in ELM routes can serve multiple roles in a persuasive setting depending on other contextual factors (examples below). Under high elaboration, a given variable (e.g., source expertise) can either serve as an argument (If conceiver agrees with the theory of relativity, then this is a strong reason for me to as well) or as a biasing factor (if an expert agrees with this position it is probably good, so let me see what else agrees with this conclusion at the expense of information that may disagree with it).4 Under conditions of low elaboration, a given variable can act as a peripheral cue.This could happen, e.g., through the use of an experts are always right heuristic. melodic phrase that, while this is similar to the E instein example presented above, this is a simple shortcut, which, unlike the Einstein example, does not require careful thought. Under conditions of moderate elaboration, a given variable can serve to direct the extent of information processing If an expert agrees with this position, I should really listen to what (s)he has to say. Interestingly, when a variable affects elaboration, this can increase or decrease persuasion, depending on the strength of the arguments presented. If the arguments are strong, enhancing elaboration will enhance persuasion.If the arguments are weak, however, more thought will sabotage persuasion. More recent adaptations of the ELM (e.g.)5 have added an additional role that variables can serve. They can affect the extent to which a person has confidence in, and thus trusts, their own thoughts in response to a message (self-validation role). confineianship with our source expertise example, a person may feel that if an expert presented this information, it is probably correct, and thus I can trust that my reactions to it are informative with respect to my attitude. Note that this role, because of its metacognitive nature, only occurs under conditions that promote high elaboration.Pasted fromAttitudesAttitudes are evaluations people make about objects, ideas, events, or other people. Attitudes can be positive or negative. Explicit attitudes are conscious beliefs that can guide decisions and behavior. Implicit attitudes are unconscious beliefs that can still influence decisions and behavior. Attitudes can include up to three components cognitive, emotional, and behavioral. caseful Jane believes that smoking is unhealthy, feels disgusted when people potful around her, and avoids being in situations where people smoke. Dimensions of AttitudesResearchers study three dimensions of attitude strength, accessibility, and ambivalence. Attitude strength Strong attitudes are those that are firmly held and that highly influence behavior. Atti tudes that are important to a person tend to be strong. Attitudes that people have a vested interest in also tend to be strong. Furthermore, people tend to have stronger attitudes about things, events, ideas, or people they have considerable knowledge and information about. Attitude accessibility The accessibility of an attitude refers to the ease with which it comes to mind. In general, highly accessible attitudes tend to be stronger. Attitude ambivalence ambivalency of an attitude refers to the ratio of positive and negative evaluations that make up that attitude. The ambivalence of an attitude increases as the positive and negative evaluations get more and more equal.The Influence of Attitudes on BehaviorBehavior does not always reflect attitudes. However, attitudes do determine behavior in some situations If there are few outside influences, attitude guides behavior. precedent Wyatt has an attitude that eating junk food is unhealthy. When he is at home, he does not eat chips or candy. However, when he is at parties, he indulges in these foods. Behavior is control by attitudes specific to that behavior. modelling Megan might have a general attitude of respect toward seniors, but that would not prevent her from being disrespectful to an elderly cleaning woman who cuts her off at a go sign. However, if Megan has an easygoing attitude about being cut off at discover signs, she is not likely to swear at someone who cuts her off. Behavior is guided by attitudes that come to mind easily.Example Ron has an attitude of mistrust and annoyance toward telemarketers, so he immediately hangs up the phone whenever he realizes he has been contacted by one.The Influence of Behavior on AttitudesBehavior also affects attitudes. severalise for this comes from the foot-in-the-door phenomenon and the effect of role playing.The Foot-in-the-Door PhenomenonPeople tend to be more likely to agree to a difficult request if they have first agreed to an easy one. This is called t he foot-in-the-door phenomenon.Example Jill is more likely to let an conversancy espouse her laptop for a solar day if he first persuades her to let him borrow her textbook for a day. friendly Norms and Social RolesSocial norms are a gilds rules about appropriate behavior. Norms experience for practically every kind of situation. Some norms are explicit and are made into laws, such as the norm speckle driving, you may not run over a pedestrian. Other norms are implicit and are followed unconsciously, such as You may not wear a bikini to class. Social roles are patterns of behavior that are considered appropriate for a person in a particular context. For example, gender roles tell people how a particular smart set expects men and women to behave. A person who violates the requirements of a role tends to feel uneasy or to be censured by others. Role requirements can change over time in a society.The Effect of Role performing and the Prison StudyPeople tend to internalize roles they play, changing their attitudes to fit the roles. In the 1970s, the psychologist Philip Zimbardo conducted a famous study called the prison house house study, which showed how roles influence people. Zimbardo assigned one group of college student volunteers to play the role of prison guards in a simulated prison environment. He provided these students with uniforms, clubs, and whistles and told them to enforce a set of rules in the prison.He assigned another group of students to play the role of prisoners. Zimbardo found that as time went on, some of the guard students became increasingly harsh and domineering. The prisoner students also internalized their role. Some broke down, while others rebelled or became passively resigned to the situation. The internalization of roles by the two groups of students was so extreme that Zimbardo had to terminate the study after only six days.