Attitude

1
Figure 1 Theory of Reasoned Action/Theory of
Planned Behavior
Attitude
Subjective Norm
Intention
Behavior
Perceived Behavioral Control
2
Figure 2 MODE (Fazio, 1990)
Deliberative
Attitude Toward Behavior
Intention
Behavior
Subjective Norms for Behavior
Spontaneous
Define Event
Attitude Activat.
Select. Percept.
Percept. Of Object
Behavior
Define Situation
Norms
3
Figure 3 Message Learning Theory Process of
Persuasion
Exposure
Attention
Comprehension
Acceptance/Yielding
Retention/Memory
4
Figure 4 Message Learning Model
Independent Variables
Process
Outcome
Source Message Recipient Channel
Exposure Attention Comprehension Yielding Retentio
n
Belief Change Attitude Change Behavior Change
5
Figure 5a Differential Memory Decay for
Argument and Cue over Time
6
Figure 5b Attitude Over Time
7
Figure 6 New Look Dissonance Process (Cooper
Fazio, 1984)
Aversive Outcome
Dissonance Arousal
Responsible
Inconsistency
Label As Negative Arousal
Attribute Arousal to Inconsist.
Dissonance Motivation
Dissonance Reduction