Ch9 part2 - Click to edit Master subtitle style...

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Click to edit Master subtitle style 8/31/11
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8/31/11 Audience-speaker relationship Adapt message to audience
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8/31/11 “Psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” “Tendency” may change or stay the same “Particular Entity” “attitude object” can be anything one chooses to evaluate concrete (e.g., Pepsi) or abstract (e.g., equality) What is an attitude?
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8/31/11 “Psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” some degree attitudes can be strong or weak favor or disfavor attitudes can be positive or negative can also be neutral or ambiguous What is an attitude?
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8/31/11 People can & do hold attitudes about just about anything Liking for others: attitude about other individuals Self-esteem: attitude about ourselves Prejudice: attitudes toward our own and other groups Why study attitudes?
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Ch9 part2 - Click to edit Master subtitle style...

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