These are the positive or negative learned predispositions that an audience will have in response to a message or object. Attitudes are formed by three different responses to information, which include congnitive/belief, affective, and past behaviors.

  • Cognitive - This is often called belief and helps form the audience's perception of what they think is true or false.
    • Milton Rokeach developed 5 ways of developing cognitive belief. They include:
      • Type A: Primitive Beliefs, 100% consensus - These beliefs are highly resistanct to change and are mostly shared by all.
      • Typbe B: Primitive Beliefs, 0 Conseses - These take place within an individuals self concept and are not shared by all, but are still resistant to change.
      • Type C: Authority Beliefs - These derive from trust of authority figures
      • Type D: These are ideological beliefs from institutions such as the church that derive through identification and are often changed by persuasion.
      • Type E: Inconsequential Beliefs, arbitrary matters of taste.
  • Affective - These beliefs stem from the audiences emotions and values.

Audience beliefs that result from cognitive information were more easily persuaded by affective information than cognitive. Beliefs that are the result of affective information are more easily persuaded by cognitive information.
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