Lecture 13 Flashcards
individual differences influence on attitudes
all background factors that differ for individuals can influence the different aspects of the theory of planned behavior.
so they all influence how you form your attitudes
recap from previous studies on individual differences from lecture 4?
- Fennis, Das & Fransen (2012): high or low scores on vividness of visual imagery impacted response to concreteness for functional products.
- Skurnik et al., (2005): older adults are more likely to show truth effect after delay.
- Joyal-Desmerais et al., (2022): meta-analysis of motivational matching finds overall small positive effect of messages tailored to participant values.
example of age on attitude formation
age can affect who you spend time with, your sensitivity to social cues or which social norms you pick up on. different factors influence different factors (behavior, norms and control)
what influences if people take the central or peripheral route in the elaboration likelihood model
- need for cognition
- relevance
- prior knowledge
- how people interpretate heuristic clues is also important, because it can differ based on individual differences.
recap from previous studies on individual differences from lecture 7?
- McGuire model predicts inverted U-shape for personality traits because higher intelligence self/esteem leads to better understanding of message, but less persuadable (Rhodes & Wood 1992)
- Maheswaran (1994) experts on stereos are influenced by argument strength and novices on heuristic cues about country of origin.
- Cacioppo et al., (1986) people with a high need for cognition are more sensitive to argument strength in evaluations.
meta analyse about what affects the route
knowledge:
- need for cognition
- need to evaluate: extent of forming attitudes
- need for closure: avoid ambiguity
consistency: how confident you are already in your current attitude
self-worth: self-esteem (inverted U)
social inclusion: how much you care about what other people think
cultural differences
broad generalizations: average differences across countries are often smaller than individual differences within cultures and they do not apply to everyone within a culture.
individualist versus collectivist society’s
where you lie on the spectrum can affect which ad speaks to you more.
found that persuasiveness is higher when ad content matches value
Han & Shavitt (1994)
looked at different appeals that were more individual or collectivist and varied the product type. participants where from south korea and the united states
-> found that individual appeal worked better for the US participants
-> collective appeal worked better for south korean participants for shared products, but not individual products.
theory of planned behavior and culture two models?
- person centric model of attitudes
- normative-contextual model of attitudes
person centric model of attitudes
assumes you have personal preferences and norms. indivualist perspective prioritizes personal preference and seperate personal from norm.
normative-contextual model of attitudes
norms play larger role and personal preferences might overlap with norms. collectivist perspective prioritizes norms and view attitudes as intersection.
individual and collectivist cultures and social factors
- individualistic cultures treat social factors as peripheral cues
- collectivistic cultures process social factors centrally
social factors are mostly treated as peripheral cues, but it can also be acknowledged they can be central depending in how important the information is.
Cialdini et al., 1999 study of individual and cultural differences
asked participants in survey if they were willing to participate in a “bigger ask”. two appeals, one that focused on commitment with own history of compliance and the other one on social validation with peer history of compliance.
-> own history more effective for americans, whereas peer history more effective for polish participants, but dissapeared if controlled for individual differences
was replicated
horizontal and vertical distinction
- horizontal: value equity, common goals
- vertical: value status, hierarchy, comparison and status.
this can be combined with the collectivist and individualist spectrum
