Attitudes And Attitude Change -

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

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

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),

Favorable or unfavorable encounters with an object shape immediate opinions. Broadly defined, an attitude is a summary evaluation

This model suggests two "routes" to persuasion:

Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.

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