ATTITUDES AND BEHAVIOUR
Persuasive texts either aim to create a new attitude in the reader or to change an existing attitude.
These newly-formed attitudes could then lead to a change in the reader's behaviour.
(i) Definition of “attitude”
Different definitions of attitude exist in the literature; for our purpose, Zanna and Rempel's
definition (1988: 319) is appropriate:
The categorisation of a stimulus object along an evaluative dimension, based upon,
or generated from, three general classes of information:
(1) cognitive information
(2) affective/emotional information, and/or
(3) information concerning past behaviours or behavioural intentions.
Cognitive information is based on facts; that is, on what we perceive with our senses and
deduce from these facts. For example:
I think this is a quality car because it was chosen as Car of the Year 2015.
I do not drink milk because it makes me itch.
Affective or emotional information is based on an emotional response that the cognition of an
object elicits in us:
I really loved this book; it really made me feel good.
Our own past behaviour in relating to an object can influence our attitude:
I always buy a Magnum ice cream, so I must really like it.
I have always chosen to drive a BMW. When I need a new car, it will be a BMW again.
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, Zanna and Rempel's definition implies that an attitude is an evaluation of an object. This
object can be anything from a concrete person to an abstract idea. For example, it can be:
. a person (a politician)
. certain behaviours (smoking, driving under the influence of alcohol)
. an institution (a religious denomination)
. a product (a certain brand of washing powder)
. a policy (a firearms-control policy)
(ii) Distinction between attitudes, beliefs and values
In the literature on persuasion a distinction is made between a reader's beliefs, attitudes and
values; each of these can be the target of persuasive texts. How do beliefs, attitudes and values
differ from each other and how is this difference reflected in persuasive texts? Hoeken,
Hornikx and Hustinx (2009: 45–58) provide a detailed answer to this question and we shall be
following their explanation in the following paragraphs.
Beliefs attitudes
People store enormous amounts of knowledge or cognitions in their brains. Included in this
knowledge are items such as the name of your father and mother, the shortest route to the
shopping mall, your evaluation of how our athletes performed at the London Olympics and
your belief, say, that environmental considerations should receive priority over economic
considerations. As far as persuasive texts are concerned, three types of cognitions are
important: beliefs, attitudes and values.
Beliefs can be correct or incorrect
People hold various cognitive beliefs about situations in the real world. Two important aspects of
these beliefs are their correctness or incorrectness and the measure of certainty someone has
about the correctness of the belief. A belief is correct if it is in accordance with the facts of a
situation in the real world — if not, it is incorrect. For example, the belief that the Olympic
Games of 2012 took place in London is correct. But if I believe that London is in America,
my belief will be incorrect.
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Persuasive texts either aim to create a new attitude in the reader or to change an existing attitude.
These newly-formed attitudes could then lead to a change in the reader's behaviour.
(i) Definition of “attitude”
Different definitions of attitude exist in the literature; for our purpose, Zanna and Rempel's
definition (1988: 319) is appropriate:
The categorisation of a stimulus object along an evaluative dimension, based upon,
or generated from, three general classes of information:
(1) cognitive information
(2) affective/emotional information, and/or
(3) information concerning past behaviours or behavioural intentions.
Cognitive information is based on facts; that is, on what we perceive with our senses and
deduce from these facts. For example:
I think this is a quality car because it was chosen as Car of the Year 2015.
I do not drink milk because it makes me itch.
Affective or emotional information is based on an emotional response that the cognition of an
object elicits in us:
I really loved this book; it really made me feel good.
Our own past behaviour in relating to an object can influence our attitude:
I always buy a Magnum ice cream, so I must really like it.
I have always chosen to drive a BMW. When I need a new car, it will be a BMW again.
1
, Zanna and Rempel's definition implies that an attitude is an evaluation of an object. This
object can be anything from a concrete person to an abstract idea. For example, it can be:
. a person (a politician)
. certain behaviours (smoking, driving under the influence of alcohol)
. an institution (a religious denomination)
. a product (a certain brand of washing powder)
. a policy (a firearms-control policy)
(ii) Distinction between attitudes, beliefs and values
In the literature on persuasion a distinction is made between a reader's beliefs, attitudes and
values; each of these can be the target of persuasive texts. How do beliefs, attitudes and values
differ from each other and how is this difference reflected in persuasive texts? Hoeken,
Hornikx and Hustinx (2009: 45–58) provide a detailed answer to this question and we shall be
following their explanation in the following paragraphs.
Beliefs attitudes
People store enormous amounts of knowledge or cognitions in their brains. Included in this
knowledge are items such as the name of your father and mother, the shortest route to the
shopping mall, your evaluation of how our athletes performed at the London Olympics and
your belief, say, that environmental considerations should receive priority over economic
considerations. As far as persuasive texts are concerned, three types of cognitions are
important: beliefs, attitudes and values.
Beliefs can be correct or incorrect
People hold various cognitive beliefs about situations in the real world. Two important aspects of
these beliefs are their correctness or incorrectness and the measure of certainty someone has
about the correctness of the belief. A belief is correct if it is in accordance with the facts of a
situation in the real world — if not, it is incorrect. For example, the belief that the Olympic
Games of 2012 took place in London is correct. But if I believe that London is in America,
my belief will be incorrect.
2
