COMM 318 1st Edition Lecture 18Outline of Last Lecture I. Exam 2Outline of Current Lecture II. Unreasoned Influences on Behavior Current LectureUNREASONED INFLUENCES ON BEHAVIORI. Theories of “Reasoned” BehaviorA. theory of attitudeB. theory of reasoned actionC. theory of planned behavior II. “Unreasoned” BehaviorA. does NOT assume intentional deliberation about the best course of action prior to acting B. habit1. habit plays a key role in routine behaviors2. habit provides a better explanation for some behaviors than subjective norms or attitude 3. habit and blood donation• frequency of donating blood in the past predicted actual blood donation at a later time over and above the combination of attitude, subjective norms, and behavioral intention 4. habit and drug use• past drug use had a greater influence on present drug use than attitudes and subjective norms 5. habit has a life of its own independent of reasoned influence6. challenges for persuasion• habitual behaviors are difficult to influence and change 7. opportunities for persuasion• once a habit is in place, persuasive messages may serve to reinforce C. mindlessness1. state of minimal information processing and behaving in automatic fashion2. a version of “human auto-pilot”• rigid and rule-governed behavior with conscious attention focused on only a few cures defining the situation3. orienting to new information or thinking in novel ways is limitedThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.4. several implications5. three causes of mindlessness:• over-reliance on existing categories• observations are categorized into a rigid set of pre-existing interpretations• premature cognitive commitment• assumption that there is a single appropriate response without interpreting other options • over-learned behavior• steps in a sequence are no longer processed cognitively 6. challenges for persuasion• refusal scripts• mindless response to an influence attempt • difficult to get a mindless audience to attend to novel information7. opportunities for persuasion• capitalizing on mindlessness• “do you want fries with that?”D. mere exposure1. propensity for individuals to respond positively to repeated exposure to a stimulus• familiarity breeds liking• repetition makes a stimulus less threatening and more approachable 2. initial study• showed Chinese characters to people form 1 to 25 times and then asked themto guess the meaning• the more people saw a character, the more positive meaning they assigned to it 3. application to attitudes• conducted two experiments and found a curvilinear relationship between exposure to a persuasive message and attitudes toward a topic• attitudes peaked after three exposures to the same
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