Beliefs, Attitudes, and Values
Everyone communicates with one another for infinite reasons. One of these reasons is to persuade others to behave or think in a way that one desires. Persuasive communication is seen everyday in everywhere. Television commercials, magazine advertisements, articles on newspapers, and salesperson at the market are all examples of persuasive communication. However, what matters the most is not the products or ideas, but the effectiveness of persuasion using communication. This is why so many psychologists and theorists have studied and developed theories of persuasion for so long. Milton Rokeach is one of these many researchers who have tried to explain human behaviors. After years or research and study, he developed a persuasion theory called, Beliefs, Attitudes, and Values Theory. The purpose of this paper, then, is to evaluate this theory by analyzing each component of the theory and applying it to a real-life situation of "Steve." Steve is a hard-working and highly respected person at his work. He has a negative attitude toward women and believes that women are inferior to men. So he constantly makes sexually suggestive comments and derogatory jokes about women at work and doesn't feel bad about it until a new policy a
However, in reality, the employee would not act upon his negative attitudes due to his standard judgment. However, once a person changes his or her religious beliefs, it also influences all the other beliefs that he/she had that were related to his/her religious beliefs and eventually have a greater impact on the person. For example, it would take a lot more effort to convince a person to change his or her religious beliefs than to change a person's choice of outfit. First of all, a belief, by definition, is "cognition that something exists or is true. These are the types of beliefs that one uses as a guideline for living one's life. Some of instrumental values include believing in the importance of being ambitious, honest, loving, or responsible. Thus, this discrepancy between attitudes and behaviors proved that attitudes alone are insufficient in determining and predicting behaviors. 30) Thus, Rokeach's theory would be considered theoretical and pass this criteria because it does not focus simply on one particular situation, but applies universally to any situations. Although Steve kept his value of being well liked by his co-workers, his friend's advice just made him realize that he was actually harming his popularity with those comments. Before Steve's attitudes and behaviors changed, Steve used to disrespect women by making sexually suggestive and degrading comments and jokes about women to his male co-workers. Peripheral beliefs are beliefs on external things that do not affect or involve the person directly. In order to determine if this theory is strong or weak, it must be evaluated using certain criteria. 129) When a person agrees to or is interested or attracted to a certain object or a situation, that person has a positive attitude toward that idea or situation. Rokeach's theory is a type of cognitive consistency theories that describes the interrelationship among the three cognitive variables that affect a person's likeliness of being persuaded.
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