Answer to Question 1
Answer: The theory of planned behavior posits that intentions are the best predictors of behaviors. Behavioral intentions are in turn influenced by three additional factors: our attitudes toward the behavior in question, our perceptions of how other people we care about will view the behavior in question (subjective norms), and our perception of how well we can control the behavior in question (perceived behavior control). We are more likely to intend to act on our attitudesand thus to behave in line with those attitudeswhen we hold a positive attitude toward the specific behavior in question (as opposed to the general attitude domain), when we believe that people important to us will view the behavior positively, and when we believe the behavior is something that we can successfully control.
Answer to Question 2
Answer: In essence, the Yale approach focused on who says what to whom, focusing on the source of the communication, message characteristics, and the nature of the audience. Although this approach identified situational determinants of attitude change, contemporary researchers have turned their attention to the processes by which attitude change occurs. Models such as the elaboration likelihood model focus on how audience members process persuasive messages, and thus tell us what kinds of messages will be more effective and when.
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