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Current time:0:00Total duration:10:04

Video transcript

all right let's take a look at a question I'm going to talk about four theories that seek to answer this question how do our attitudes affect or influence our behavior now the first of these theories that we're going to look at is called the theory of planned behavior and the theory of planned behavior looks at two key words so it says that we consider our implications of our actions before we decide how to behave and the best predictor of our behavior is the strength of these intentions in a particular situation so these are our two key words we're going to have our implications and our intentions now our intentions are based on three things and let's take the situation of studying for a really hard exam to best illustrate how this theory works so the first thing that our intention is based on are our attitudes so that's number one and it's our attitudes towards a certain behavior that's going to affect whether we behave or not so an example of this when we look at our situation of studying for an exam is an attitude such as saying studying for class this week is something I favor so that is our attitude now another thing that influences our intentions is subjective norms and what are subjective norms I don't know if you've heard of that term before but basically subjective norms is what we think others think about our behavior so in this instance we can say my friends think studying is a waste of time that is a subjective norm that's going to eventually affect our behavior and the third thing that affects our intentions is perceived behavior control and this basically just means how easy or hard we think it is to control our behavior so taking a look at our example again we could say I also have to work 40 hours this week on top of studying so when you're thinking about it that studying and working is very hard to manage together it's hard to control or be in full control of studying when we have other things affecting that so if we put these three factors attitude subjective norms and perceived behavior control together we can looking at this example our attitude toward studying is positive but actually studying will be low so in this case our behavior of actually studying is not going to be as favorable alright let's take a look at the second theory and that tries to explain how our attitudes affect our behaviors and this is simply called the attitude to behavior process model pretty self-explanatory right not too creative with the name on that one but basically this theory says that an event triggers an attitude so we start off with an event and that's going to trigger our attitude what I mean by attitude in this case is um something that will influence our perception of an object okay so once we have an attitude we're going to use that along with some outside knowledge that we have towards the situation or towards the object so those together is what is going to lead to our behavior so our knowledge is what's is that which regards appropriate behavior and our attitude again is what influences our perception of an object and together we're going to use our attitude based on how we perceive something and our knowledge from prior experience to shape our definition and behavior in a new situation so think about this Tommy has an attitude that eating junk food is unhealthy because many of his own relatives suffer from cholesterol high blood pressure diabetes and other related diseases associated with poor eating habits so when Tiny's at home he does not eat chips candy soda any of those types of foods because he has knowledge that these foods aren't good for his health so when he goes to parties he's sure to stay away from foods such as these and maintains effort to lead a healthiest lifestyle no matter where he is so obviously there was an event in Tommy's life may be a relative having a heart attack or someone that he knows suffering from cholesterol or obesity any of those any of those things related to eating unhealthy foods so it's attitude towards eating unhealthy foods it's obviously not good he doesn't have a good attitude he thinks it's unhealthy so that's going to shape his behavior because he also has knowledge there's proof out there that foods such as those can lead to diseases in the future so that combined with his own attitude that was triggered by an event led to his own behavior of not engaging in that sort of behavior alright let's take a look at the third one and this is called the prototype willingness model and I'm just going to shorten it for PWM that's what it's commonly referred to as the prototype willingness model or the PWM so it says that behavior is a function of six things so we have our behavior and the center here and it's going to be a function of a bunch of things and the first is that our behavior right now is a function of our previous behavior so our past behavior it's also a function of our attitudes towards a behavior which I explained a little bit earlier from the second theory the attitude to behavior process model the third is that our behaviors of function of subjective norms which if you remember that word is from the theory of planned behavior so that theory is all about what others think the fourth theory or sorry the fourth that affects behavior is our intentions our behavior intentions v is our willingness to engage in a specific type of behavior and the last is prototypes or our models a lot of our behavior is carried out from modeling or prototyping and actually just realised sorry let's go back to the first one I didn't write out the full word it's called theory of planned behavior just stopped in the middle of that one there we go okay so back to PWM so these six things is what influences our behavior according to this theory and the last um theory that we're going to look at the fourth one is called the elaboration likelihood model for persuasion or in this case the e LM model again the elaboration likelihood model for persuasion and this theory is much more of a cognitive approach than the others and it focuses on the why and the how of persuasion so there are two routes through which information is processed so obviously information is processed in our brains we know that so that's why they think of it more as a cognitive approach and there are two ways in which this information is processed the first is through the central route and the central route says the degree of attitude change depends on the quality of the arguments or the quality of arguments by the persuader so how much we're going to be persuaded depends on the quality of persuasion and the second is the peripheral route and the peripheral route looks more at superficial and non verbal persuasion cues such as attractiveness expertise or status of the persuader that's giving us information so these are more superficial cues but nonetheless they're pretty important so say a drug representative comes from local practice and tries to convince us to buy their version of a drug we're going to be using central and peripheral routes of persuasion when we're listening to them so subconsciously we'll be processing the quality of their arguments and if they can market their drug better to us then say another drug representative from another company and obviously we're also going to look at how well they present patient risks or doctors those are things work that's important to us if we're going to be giving these drugs to our patients and we're also going to be looking at how engaging they are their experience with the industry the pharmaceutical industry and their knowledge of the company and also how while they look professional to look put together that's what I mean by superficial cues so all of these factors are processed cognitively and shape our attitude towards that company and ultimately our behavior so whether we're going to buy that product from that company for patient use so there you have it those are the four important approaches to looking at how attitude affects our behavior