Lecture 5: Message content for persuasion

Question 1

What is the Reasod Action Approach (RAA) and what is the best-known model of this kind of approach?

Answer 1

General framwork for prediciting and explaining behavior.

Best-known model = Theory of PLanned Behavior

Question 2

What are the different kind of Attitude in the TPB?

Answer 2

Instrumental: evaluation
of the positive/negative attributes

Experimental: evaluation of the postive/negative experiences

Question 3

What are the different kinds of Subjective norm in the TPB?

Answer 3

Injunctive: extent to which a person beliefs that his social network suports the behavior

Descriptive: extent to which a person beliefs that his social network performs the behavior

Question 4

What are the different kinds of Perceived behavior control in TPB?

Answer 4

Autonomy = belief of a person that the decision is up to themselves

capacity = belief of a person that he is able to perform the behavior successfully

Question 4

What are the 3 reflective indicators (direct measures) in TPB?

Answer 4

attitude
subjective norm
perceived behavior control

Question 5

What are Behavioral beliefs?

Answer 5

How likely is it that performing the behavior leads to a particular outcome (postive/negative)?

Question 6

What are Normative beliefs?

Answer 6

How likely is it that social network approves/disapproves behavior and that they perform the behavior themselves?

Question 7

What are Control beliefs?

Answer 7

How likely is it that there will be factors that hinder/faciliate performing the behavior and the belief to succesfully perform them?

Question 8

What are the step for applying TBP?

Answer 8

Step 1: Define behavior
Step 2: Identify salient beliefs
Step 3: Which beliefs should be addressed?

Question 8

What are the 3 formative indicators (indirect measures) in TPB?

Answer 8

behaviroal beliefs
normative beliefs
control beliefs

Question 9

Can TPB only be used to predict planned behavior?

Answer 9

NO! “reasoned” reflect the theory’s proposition that behavior follows reasonably from beliefs about the behavior.
Beliefs can be distorted/irrational

Intention-behavior correlation is influenced by
- lack of compatibility (measures)
- forgetting
- change of mind
- actual control
- do you realy measure the beleifs/variables that are salient?