5. Theories of Attitudes

Today, we'll start with the Theory of Reasoned Action. This theory explains that our behavior is driven by our intentions, which are influenced by our attitudes and the social norms around us.

So, if I believe exercising is good and my friends encourage it, I'll probably exercise more often?

Exactly! If both your attitude is positive and the social norm supports it, your intention to exercise becomes stronger. Can anyone think of a situation where this might not hold true?

What if someone has a positive attitude but is just too busy?

Great point! External factors like time constraints can limit behavior despite positive attitudes. Remember, attitudes shape intentions, but they don’t guarantee actions.

Could we say that intentions are like a bridge between attitudes and actions?

That's an excellent analogy! Intentions indeed act as the bridge. So, what would motivate someone to change their intention?

Maybe new information or experiences!

Exactly! New experiences can influence attitudes, thereby changing intentions and behaviors. Let's solidify this learning: TRA links attitudes to behavior through intentions!

Now, let’s transition to the Elaboration Likelihood Model, or ELM. This model describes two different paths that can lead to attitude change: the central route and the peripheral route.

What’s the difference between the two routes?

Good question! The central route requires careful and thoughtful consideration of the arguments presented. On the other hand, the peripheral route relies on superficial cues, like who is delivering the message or their emotional appeal.

So, if I really care about a topic and analyze the information, I’m using the central route?

Exactly! The central route is effective when you're motivated and able to process information. But when you’re not as invested, the peripheral route can still lead to attitude changes, even if it's less stable.

Can you give an example of each route?

Certainly! An example of the central route would be someone reading an article about climate change, analyzing the data, and forming a strong opinion based on that information. A peripheral route example might be someone being influenced by a celebrity endorsement for an eco-friendly product.

That makes total sense! Can attitudes formed this way change easily?

Yes, especially those formed through the peripheral route, as they are based on less thoughtful consideration. Recapping our points helps reinforce the two routes of ELM!

Let's now turn our attention to Balance Theory. This theory states that individuals strive for harmony and balance within their attitudes.

What happens if there's a mismatch in our attitudes?

Great question! If someone has a positive attitude toward A but a negative attitude toward B, and A is related to B, they'll experience tension and will likely adjust either A, B, or their feelings towards their relationship.

So, like if I really like a band but my friend hates them, I might change my opinion to avoid conflict?

Precisely! To maintain balance, individuals often adjust their attitudes. This need for balance is a strong motivator in social relationships.

Is this why people sometimes struggle with their beliefs?

Yes! Cognitive dissonance plays a role here. When people face conflicting beliefs, they experience discomfort, prompting a desire to correct that imbalance.

Recapping, Balance Theory suggests we tend towards consistency in attitudes with relationships to maintain harmony!

Exactly right! Always remember that striving for balance is a fundamental aspect of our attitudinal dynamics.