17 Persuasion and Attitude Change

@inproceedings{Petty201217PA,
  title={17 Persuasion and Attitude Change},
  author={R. Petty and S. C. Wheeler and Zakary L. Tormala},
  year={2012}
}
Attitudes refer to people's general evaluations. Attitudes vary in whether they have a primarily affective or cognitive basis, and whether they come to mind automatically or only with some degree of reflection. After articulating these features of attitudes, we present an organizing framework for understanding the processes responsible for persuasion. These processes are divided into those that emphasize effortful thinking about the merits of the attitude object versus those that rely on less… Expand
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