Attitudes And Attitude - Change

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

Persuasion via surface cues, like a celebrity endorsement or a catchy jingle. Attitudes and Attitude Change

The way one intends to act or actually behaves toward the object (e.g., "I will buy this brand"). Persuasion via logical reasoning and high-effort thinking

Psychologists generally break attitudes down into three core components, often referred to as the : they are learned through various channels:

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

This model suggests two "routes" to persuasion:

Attitudes aren't innate; they are learned through various channels: