Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude
Success in persuasion depends on the source (credibility), the message (strength and logic), the channel (medium used), and the audience (openness and existing beliefs). Contemporary Contexts
Favorable or unfavorable encounters with an object shape immediate opinions.
Associations (classical conditioning) and rewards or punishments (operant conditioning) reinforce specific stances.
Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens:
Psychologists generally break attitudes down into three core components, often referred to as the :
Persuasion via surface cues, like a celebrity endorsement or a catchy jingle.
Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude
Success in persuasion depends on the source (credibility), the message (strength and logic), the channel (medium used), and the audience (openness and existing beliefs). Contemporary Contexts Attitudes and Attitude Change
Favorable or unfavorable encounters with an object shape immediate opinions. Attitude research has shifted from a narrow focus
Associations (classical conditioning) and rewards or punishments (operant conditioning) reinforce specific stances. Key theories explain how this shift happens: Psychologists
Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens:
Psychologists generally break attitudes down into three core components, often referred to as the :
Persuasion via surface cues, like a celebrity endorsement or a catchy jingle.