Page 197 - Media Effects Advances in Theory and Research

186 PETTY, PRIESTER, BRIÑOL

hand, the longer the message becomes, the less likely it seems that people
will continue to diligently process every argument that is presented. At
some point, the individual becomes tired, loses interest, or has considered
enough information to come to a reasonable conclusion. Once this point is
reached, the person becomes less attentive to the remaining message. As
attention begins to wander, the person may become more aware of
peripheral features of the persuasion context or may turn attention com-
pletely to noncommunication factors. In sum, future research might be
directed profitably not only at additional variables and psychological con-
ditions that initiate message processing (“start rules”), but also on those
that determine when message processing will cease (“stop rules,” Petty,
Tormala, Hawkins, & Wegener, 2001) or shift processing from one mode
to another (“shift rules,” Mazursky & Schul, 2000).

ATTITUDE-BEHAVIOR LINKS

As we noted previously, the ELM provides a framework for understanding
persuasion (yielding) processes. Once a person’s attitude has changed,
however, behavior change requires that the person’s new attitude, rather
than the old attitude or previous habits, guide action. Considerable research
has addressed the links between attitudes and behavior, and a number of
situational and dispositional factors have been shown to enhance attitude-
behavior consistency (see Ajzen, 1988, for a comprehensive review).
Two general models of the process by which attitudes guide behavior
have achieved widespread acceptance. One type is exemplified by Fish-
bein and Ajzen’s (1975) “theory of reasoned action,” which assumes that
“people consider the implications of their actions before they decide to
engage or not engage in a given behavior” (Fishbein & Ajzen, 1975, p. 5). In
this model, people are hypothesized to form intentions to perform or not
perform behaviors, and these intentions are based on the person’s attitude
toward the behavior as well as perceptions of the opinions of significant
others (norms). The model focuses on the relatively thoughtful processing
involved in considering the personal costs and benefits of engaging in a
behavior. In particular, the model focuses on the perceived likelihood that
certain benefits will be obtained or costs avoided and on the desirability or
aversiveness of those benefits or costs. The model has accumulated consid-
erable empirical support (Sheppard, Hartwick, & Warshaw, 1988). Ajzen
(1991) has expanded the model into a “theory of planned behavior” and
has shown that in addition to attitudes and norms, it is important to con-
sider a person’s perceptions of control over the behavior.
In contrast to the thoughtful processing highlighted by the theories of
reasoned action and planned behavior, Fazio (1990, 1995) has proposed