- Define "attitude," and describe its components.
- Discuss how basic learning processes, including association, reinforcement,
and imitation, can determine a person’s attitudes towards an object.
- Define cognitive dissonance, and indicate the conditions under which
dissonance after a decision is the greatest.
- Describe how engaging in attitude-discrepant behaviors can lead to attitude
change.
- Explain the difference between systematic and heuristic processing, and
indicate the conditions under which a person is likely to use each.
- Discuss how the communicator, the communication, the target of
communication, and aspects of the situation, such as forewarning
and distraction can influence a person’s response to a persuasive
message.
- Discuss the conditions under which attitudes are most likely to
determine a person’s behavior.
