attitude is a “psychological tendency

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ySystemic Model of Processing

An attitude is a “psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor” (Eagly & Chaiken, 1993, p. 1). The study of attitudes can be seen as integral to the field of social cognition, and the potential application of attitude research in various domains (e.g., health, legal, public administration, marketing/sales) is considerable. Attitude research has examined attitude structure and formation, attitude measurement, the attitude-behavior relationship, attitude function, and how attitudes can be used to persuade others. In an example of the dual process model referenced in Week 1, the systematic model indicates that we engage in thoughtful or deliberate attitude processing (systematic processing) under certain conditions, while at other times, humans utilize more rapid processing which is based upon mental shortcuts (heuristic processing). 

Eagly, A.H. & Chaiken, S.  (1993). The Psychology of Attitudes.  Fort Worth, TX:  Harcourt Brace College Publishers.  

For this Discussion, use the Walden Library and select an article on the systematic model of processing in attitude research. 

With these thoughts in mind:

Post by Day 3 your thoughts about a personal example of persuasion.

Heuristic and systematic information process has a distinction among t

Relate your example to the assigned readings for this week. Next, add a peer reviewed reference of your own choosing from the library that illustrates how additional research could help us better understand when and how your attitudes in this example might change. 


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