3 - Non-profit paper due NEXT CLASS o Chapter 2 o Discuss...

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Non-profit paper due NEXT CLASS o Chapter 2 o Discuss next assignment due 10/13 o Credible sourcing/ APA style o Meet in groups: PSB discussion o Next class
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Part I: Foundations Chapter 2 Attitudes: Definition & Structure
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The Concept of Attitude o Characteristics of Attitude o o Structure of Attitudes o Consistency of Attitudes o Information Processing o Implicit Attitudes
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What does it mean to have an attitude? What is an attitude?
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Attitude is a psychological construct o Attitudes are never directly observed o An attitude is a learned, global evaluation of an object (person, place, or issue) that influences thought and action
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Attitudes vary as a function of religion, social upbringing, even the cultural landscape in which an individual was raised o People tend to cluster with those who share their attitudes o Individuals do not have an attitude until they first encounter the attitude object (or information about it) and respond evaluatively to it
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Values and beliefs are learned and shape the ways we interpret information
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Defined as “desirable end states or behaviors that transcend specific situations, guide selection or evaluation of behavior and events, and are ordered by relative importance” More global and abstract than attitudes
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Beliefs are cognitions about the world— subjective probabilities that an object has a particular attribute or that an action will lead to a particular outcome Frequently confused with facts
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 Descriptive beliefs are perceptions or
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This note was uploaded on 04/09/2011 for the course COMM 367 taught by Professor Christinebrady during the Spring '11 term at Ohio University- Athens.

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3 - Non-profit paper due NEXT CLASS o Chapter 2 o Discuss...

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