... "learn" a new attitude depending on the way messages are constructed. This depends on four factors relating to the message. Firstly, the source must have one of the following qualities; credibility, trustworthiness, expertise, power or attractiveness. Next, the message itself can be complex, yet simple enough for the average person to interpret. It may use emotions such as humour, love and sadness ... ...

• Word Count: 2566
• Approx Pages: 10
• Has Bibliography

... 3.The Behavioral component consists of predispositions to act in certain ways toward an attitude object * Persuasion tends to be more successful when a source has credibility which may depend on: expertise, trustworthiness, likeability, and similarity * The learning theory says that the affective component of an attitude can be shaped by classical conditioning * Leon Festinger's dissonance theory assumes that inconsistency in attitudes motivates ... ...

• Word Count: 3108
• Approx Pages: 12
• Grade Level: Undergraduate