Reasoned action theory (2 of 3); elaboration likelihood model (1 of 2)



Reasoned action theory (RAT)


9. Describe the current state of understanding of the determinants of the DN. Explain how the DN might be changed. Give an example of a message designed to influence the DN.


10. (a) Give examples of circumstances in which PBC might plausibly be the focus of a persuader's efforts. (b) Describe the current state of understanding of the determinants of PBC. (c) Describe three means of influencing PBC. (d) Explain how directly removing an obstacle to performance can influence PBC. Distinguish (and give examples of) two kinds of obstacles a persuader might try to remove. (e) Explain how successful performance of a behavior can influence PBC; give an example. (f) Explain how vicarious success can influence PBC; give an example.


11. Explain the strategy of influencing intention by changing the relative weights of the components. To which of the four components does this strategy potentially apply? In what sort of circumstance can this strategy succeed in changing intention? What is the usual pattern of association (correlation) between the AB, the IN, and the DN? What does this pattern imply about changing the weights as a means of influencing intention?


12. What does the research evidence suggest about the predictability of behavior from intention?




Elaboration likelihood model (ELM)


1. What is elaboration? How can the degree of elaboration be assessed? Do variations in the amount of elaboration form a continuum or discrete categories? Explain the general difference between central and peripheral routes to persuasion.