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Unformatted text preview: -Latitudes essentially represent your attitude structure on the issue-When a message is received about an issue, your reaction is influenced by the anchor of your existing structure of attitudes-Anchor is the center of your latitude of acceptance-If message is within latitude of acceptance then you will judge it to be closer to your opinion than it actually is. ( Assimilation )-Opposite process based on latitude of rejection ( Contrast )-Assimilation and contrast are heightened when the issue is very important and are also ego-involved in the topic-Persuasion: theory predicts that attitude change will depend on assimilation and contrast in specific ways-if in latitude of rejection, then little or no attitude change will occur-if message is very close to individuals anchor, then there will be no change and may simply reinforce the existing attitude...
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This note was uploaded on 02/01/2011 for the course COMM 89 taught by Professor Jansma during the Fall '08 term at UCSB.
- Fall '08