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This functional attitude theory suggests that in order for attitudes to change (e.g., via persuasion), appeals must be made to the function(s) that a particular attitude serves for the individual. As an example, the ego-defensive function might be used to influence the racially prejudicial attitudes of an individual who sees themselves as open ...
Functional attitude theory (FAT) suggests that beliefs and attitudes are influential to various psychological functions. Attitudes can be influential on many processes such as being utilitarian (useful), social, relating to values, or a reduction of cognitive dissonance. They can be beneficial and help people interact with the world.
Attitudes are associated beliefs and behaviors towards some object. [1] [2] They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict.
Verbal communication serves various functions. One key function is to exchange information, i.e. an attempt by the speaker to make the audience aware of something, usually of an external event. But language can also be used to express the speaker's feelings and attitudes.
The Yale attitude change approach (also referred to as the Yale model of persuasion) is considered to be one of the first models of attitude change. It was a reflection of the Yale Communication Research Program's findings, a program which was set up under a grant from the Rockefeller Foundation. [3]
An individual's attitudes therefore serve to help set standards and rules which govern their sense of being. [27] When communication targets an underlying function, its degree of persuasiveness influences whether individuals change their attitude after determining that another attitude would more effectively fulfill that function. [28]
Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
Attitude objects also play a significant role in shaping and determining the functions of attitudes, which can be classified as utilitarian, social identity, or self-esteem maintenance functions. [3] The utilitarian function involves attitudes toward objects that provide direct benefits (e.g., coffee or air conditioners), which help maximize ...