Attitudes And Attitude Change 📥

Persuasion via surface cues, like a celebrity endorsement or a catchy jingle.

The way one intends to act or actually behaves toward the object (e.g., "I will buy this brand").

The emotional reaction or feelings toward the object (e.g., "I love this brand"). Attitudes and Attitude Change

Associations (classical conditioning) and rewards or punishments (operant conditioning) reinforce specific stances.

Attitudes aren't innate; they are learned through various channels: Persuasion via surface cues, like a celebrity endorsement

This model suggests two "routes" to persuasion:

Psychologists generally break attitudes down into three core components, often referred to as the : The Anatomy of an Attitude

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