The Psychology of Attitudes and Attitude Change by Gregory R. Maio & Geoff Haddock

Author:Gregory R. Maio & Geoff Haddock
Language: eng
Format: mobi
ISBN: 9781473916678
Publisher: SAGE Publications
Published: 2014-12-14T14:00:00+00:00

KEY POINTS

• Attitudes are often influenced by variables that we would regard as being irrational.

• Variables that shape attitudes can seem more or less relevant to the attitude, falling on a continuum from high to low relevance.

• There may be individual differences and cultural differences in what we believe to be relevant information.

RESEARCH HIGHLIGHT 8.1

WHAT’S IN A NAME? QUITE A LOT, IN THE CONTEXT OF PERSUASION!

Our name represents an important part of our self. We have a preference for letters that appear in our name compared to letters that don’t appear in our name (see Koole, Dijksterhuis, & van Knippenberg, 2001), and the question “How much do you like your name, in total?” has been used as an implicit measure of self-esteem (Gebauer, Riketta, Broemer, & Maio, 2008). In the context of persuasion, research has explored whether we devote greater attention to information from another individual whose name is similar to our own. For example, would someone named Geoff be more likely to devote attention to a communicative appeal from Jeff compared to one from Stuart? This question was addressed by Howard and Kerin (2011), who tested the hypothesis that greater name similarity between a communicator and the message recipient would lead the recipient to devote greater attention to the information presented by the communicator.

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