The Peripheral Route to Persuasion Cognitive responses are much less likely to occur, because the receiver is not carefully considering the pros and cons of the issue. Social norms are determined by examples that significant others set for us and by the attitudes they convey to us. According to TRA, we develop attitudes toward behavior and understand social norms through learning. Likewise, the environment and personal characteristics affect each other and the person's behavior. Individuals learn what to expect through their own experience and through their social groups.
Individuals act in their self interest to get likely outcomes they value.
Individuals learn through imitating the behavior of others around them. Individuals learn through reinforcements and rewards they receive from their behavior.