By summing the evaluations of salient beliefs ei

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: echnique Social judgment theory – people assimilate new information about Ao’s considering what they already know or feel. Initial attitudes act as a frame of reference Balance theory – considers relations among elements a person might perceive as belonging together - triad structure between a person, an object and another person or object Multi- attribute Attitude Models Fishbein Model (most influential) - - Three Components of Attitudes: o Salient beliefs (those relevant during evaluation) o Belief Strength (probability that the object has that salient attribute) o Evaluation (of the important attributes) Overall attitude to the object o Formed by summing the evaluations of salient beliefs (ei ) weighted by the strength of each belief(bi )...
View Full Document

This note was uploaded on 01/16/2014 for the course COMM 362 taught by Professor Carolvarey during the Fall '13 term at The University of British Columbia.

Ask a homework question - tutors are online