Attitudes, Behaviour, and Effective Communication

13.3 Attitudes, Behaviour, and Effective Communication

This section explores how attitudes influence behaviour, and how effective communication strategies can change people's attitudes and actions. It covers key psychological models and techniques for persuasion, including the central and peripheral routes to attitude change, and examines the feedback loop between attitudes and behaviours.

Changing People’s Behaviour

Changing behaviour often requires altering underlying attitudes or beliefs. Psychologists study how communication, persuasion, and social influence can lead to lasting behavioural change.

• Attitude Change: Refers to the process by which a person's feelings, beliefs, or evaluations about a subject are modified.

• Persuasion: The act of influencing another person’s attitudes, beliefs, or behaviours through communication.

• Application: Public health campaigns use persuasive messages to encourage healthy behaviours, such as quitting smoking or exercising regularly.

Using the Central Route Effectively

The central route to persuasion involves careful and thoughtful consideration of the arguments presented. This route is most effective when the audience is motivated and able to process information.

• Key Features: Relies on logical arguments, evidence, and high-quality information.

• Outcomes: Attitude changes via the central route tend to be more enduring and predictive of behaviour.

• Example: A scientific presentation that uses data and logical reasoning to convince an audience about climate change.

Working the Scientific Literacy Model: The Identifiable Victim Effect

The Identifiable Victim Effect is a phenomenon where people are more likely to help a specific, identifiable individual than a large, vague group.

• Definition: Emotional responses are stronger when a victim is presented as a real person with a name and story, rather than as a statistic.

• Application: Charities often use stories and images of individual beneficiaries to increase donations.

• Scientific Literacy Model: Encourages critical evaluation of emotional appeals versus statistical evidence in persuasive messages.

Using the Peripheral Route Effectively

The peripheral route to persuasion relies on superficial cues rather than the strength of the arguments. This route is effective when the audience is less motivated or unable to process detailed information.

• Key Features: Uses cues such as attractiveness, credibility, or emotional appeal of the source.

• Outcomes: Attitude changes via the peripheral route are often temporary and less predictive of behaviour.

• Example: Celebrity endorsements in advertising persuade consumers without detailed product information.

The Attitude–Behaviour Feedback Loop

There is a dynamic relationship between attitudes and behaviours, where each can influence the other in a feedback loop.

• Attitude Influences Behaviour: People are more likely to act in ways consistent with their attitudes, especially when attitudes are strong and specific.

• Behaviour Influences Attitude: Engaging in a behaviour can lead to changes in attitude, often explained by cognitive dissonance theory.

• Example: A person who starts recycling may develop stronger pro-environmental attitudes over time.

Additional info: The Elaboration Likelihood Model (ELM) is a key theory explaining the central and peripheral routes to persuasion. According to ELM, the likelihood of elaboration (deep processing) determines which route is used and the durability of attitude change.