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English
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| Number of pages / Number of words: |
11 / 2901 |
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Elaboration Likelihood Model associated with Richard E. Petty and the Heuristic Systematic Model of Shelly Chaiken.
5. Social judgment theory
6. Balance theory
7. Abundance theory
Factors that affect attitude change
Attitudes can be changed through persuasion. The celebrated work of Carl Hovland, at Yale University in the 1950s and 1960s, helped to advance knowledge of persuasion...
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In Hovland's view, we should understand attitude change as a response to communication. He and his colleagues did experimental research into the factors that can affect the persuasiveness of a message:
Target Characteristics: These are characteristics that refer to the person who receives and processes a message...
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