PSY 005 Lecture Notes - Lecture 5: Elaboration Likelihood Model, Social Proof, Psy
21 Jun 2020
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Document Summary
Once an attitude develops, it can exist at two levels: Implicit attitudes: involuntary and often unconscious evaluations. Evidence that attitudes are not good predictors of behaviour. Theory of planned behaviour: peoples intentions are the best predictors of their deliberate behaviours, intentions determined by their attitudes toward specific behaviours, subject norms, and perceived behavioural control. Subjective norms: we also need to measure people"s subjective norms- their beliefs about how people they care about will view the behaviour in question. Perceived behaviour control: intentions are influenced by the ease with which they believe they can perform the behaviour. The way we think about and process social information. Norm of reciprocity compliance is more likely if you"ve been given a gift e. g. supermarket samples, free gifts in the mail. That"s not all technique: start large, offer discount, add extra gifts, tell them all the things you"re going to do, one at a time.
