Attitudes And Attitude Change ◎

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

Gaining and analyzing information, such as reading a product review. Mechanisms of Attitude Change Attitudes and Attitude Change

Associations (classical conditioning) and rewards or punishments (operant conditioning) reinforce specific stances. Persuasion via surface cues, like a celebrity endorsement

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 Persuasion via surface cues

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

The beliefs, thoughts, and attributes associated with the object (e.g., "This brand is environmentally friendly"). How Attitudes are Formed