Three Components Of Attitude
Persuasion is the “attitude change resulting from exposure to information from others.” Persuasion aims to changing attitudes. Some actions are influenced from attitudes as attitudes are the concept of liking or disliking different things. Our behaviors are also influenced from our attitudes because if you have a positive attitude toward something our behavior will be positive and the opposite is true. Also our beliefs are influenced by attitudes. Three components are believed to be found in attitudes; Affective component, cognitive and behavioral. These three components are the signs of summary evaluation that takes place due to attitudes. Inter-attitudinal and intra-attitudinal are different structures of attitudes that may be important. Intra-attitudinal structure is the way the three components combine with each other’s. Attitudes are not always easy to change. It’s sometimes difficult to change person’s ego and personality.
The concept of attitudes: Gordon Allport described the concept of attitudes as “probably the most distinctive and indispensable in contemporary American social psychology.” Attitude can be defined in different ways:
1. It is the way of being with or against different things.
2. It is the influence in different responses to different situations due to previous
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One-sided and Two-sided Messages: It isn’t known which side is better, which side you should push, which side you should focus on and which side is more effective. Hovland carried the first experiment on both sides. He tried to find the answers for these questions. The purpose of this study is to measure the kind of audience members that are opposed to the message and the sympathetic to the message. The one-sided message was longer than the two-sided message. The two-sided message worked better with audience rather than one-sided messages. A one-sided message in effective for those who likes the message and two-sided is effective with those who are exposed to the
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