COMM 404 Lecture Notes - Lgbt

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Persuasive communication any message that is intended to shape, reinforce, or change the responses of another or others. Response-shaping aids in creating favorable beliefs, images, and (eventually) attitudes where none previously existed. Response-reinforcing designed to maintain and strengthen existing behaviors. Response-changing existing attitudes, beliefs, values, and behaviors are exchanged for new ones. A mental and neural state of readiness, organized through experience, exerting a directive or dynamic influence upon the individual"s response to all objects and situations with which it is related (allport, 1935, p. 810) Rokreach"s (1968) tripartite model of attitudes zanna and rempel"s (1988) single-factor model. Fishbein and ajzen (1975) attitude toward the behavior model schwarz"s (2007) construal model. Attitude a relatively enduring organization of beliefs around an object or situation predisposing one to respond in some preferential manner. An attitude is an organization of beliefs. Belief a single proposition (or statement) about an object or a situation.

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