Abstract
Attitudes are defined as individuals' predisposition to respond to attitude objects in a preferential manner. Attitudes are a fundamental element in the study of human communication processes. To properly assess the strength and valence of attitudes in a target audience, it is important to consider the formation of attitudes and essential attitudinal elements (e.g., cognition, affect). Several methods are available to measure attitudes and to gauge how they change over time and influence behavior.
| Original language | English |
|---|---|
| Title of host publication | The International Encyclopedia of Communication Theory and Philosophy |
| Publisher | wiley |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Electronic) | 9781118766804 |
| ISBN (Print) | 9781118290736 |
| DOIs | |
| State | Published - Jan 1 2016 |
Keywords
- argument and persuasion
- audience
- cognitive processes
- public opinion
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