COMM 305 1st EditionLecture 22Outline of Last Lecture 1. Toulmin’s Model of Arguments a. Preliminaries b. Argument Form c. Argument Prototypes d. Applying the Model to Arguments 2. Theories of Reasoned Action/Planned Behavior 3. Elaboration Likelihood Model4. Aristotle’s Logos, Ethos, and PathosOutline of Current Lecture 1. Toulmin’s Model of Arguments 2. Theory of Reasoned Action and Theory of Planned Behavior a. Determinants of Intention b. Weighted Determinants c. Implications for Persuasion d. Criticism of TRA/TPB 3. Elaboration Likelihood Model4. Aristotle’s Logos, Ethos, and Pathos Current Lecture 2a. Determinants of Intention Message processing. Was I persuaded or not. Did my attitude change/ Was the message goodenough to change me? They focus on changing behavior and by studying how your beliefs effect your intention to behave. The theory of reasoned action came before the theory of planned behavior. Intention. Why is it that we behave in certain ways. TRA says out intention to behavior in one way or another is a function of our beliefs. Our beliefs about the behavior itself. We intended to behave because we hold certain beliefs about the behavior. Our behavioral intention is determined or caused by three determinants. Attitudes, subjective nor, and perceived behavioral control. Your sum of all the behaviors is the sum of all the beliefs itself. We will behave on how we believe. If we want to get someone to stop smoking we will try to see there views. We disentangle people trying to quit smoking. We want to know what people believe about smoking to try to get them to stop.Subjective Norms about Smoking My parents think… My friends think… I care what my parents think… I care what my friends think…If people that are important to you don’t like the behavior that will change your behavioral intention. You will be more likely to quit smoking. Perceived Behavioral Control Can you enact the behavior. Your ability to perform or control a certain behavior. Quitting smoking is easy or hard. If I wanted to it would be hard or easy to quit smoking?Convincing someone to vote, walk, drink milk, can be difficult. How hard we think it is to enact a behavior may have consequences for our behavioral intention. 2b. Weighted Determinants From behavior to behavior certain determinants are more weighted. In some circumstances your behavior may be largely determined by? Consumer purchases, voting, family planning, seat belt use, conserving energy at home, going to the dentist, ect. These are all focused on individuals. They can also target physicians to reduce the number of antibiotics prescribed. It is easy to understand why determinants may not have the same impact from behavior to behavior. Across all different behaviors the attitude component is the strongest. 2c. Implications for Persuasion What does this matter for persuasion. The determinants are the levers we should try to adjust. We should focus our efforts on the determinants. The theory tells us what to target.Changing Behavioral Intention Add new beliefs (positive and negative). Change existing beliefs (positive and negative). Change the relationship between the beliefs and behavioral intention (stronger and weaker). \ You can try to change a belief or change the relative importance of an attitude or selective norm. Perceived behavioral control is how easy something is to do. He will ask on a test is this focused on an attitude, a subjective norm, ect.COMM 305 1st Edition2d. Criticism of TRA/TPB Many say they are over rational models of human behavior. Aspects we are likely to do are missing. Emotion is excluded form the model. There is no sense in how we feel about the behavior. Include in the campaign a sense of regret that they would feel. This is not an irrational decision making process. It shows some behavior. Moral norms - people don’t behave one way or another based on what they do. People feel a duty based on certain ways. Moral obligations. Smoking campaigns target church groups to say to live an upright life meets not smoking. The relationship between behavior and behavioral intention vary intensively depending on the behavior. The relationship between behavior intention and behavior can vary overtime. You may be doing good one week than worse another. There are determinants missing. The behavior is caused by things other than behavioral intention. Some behaviors are