1. The less neutral exist locations (toward content of a message and/or reference work), the greater the strength change.
2. Attitude change (toward content of a message and/or source) will occur in the direction of the greatest make out of pressure toward cognitive consistency.
3. Weakly held military capabilitys (toward message and/or source) are more susceptible to change than strongly held attitudes.
4. An existing attitude of favorableness toward a source will lead to greater attitude change in proportion to the degree of favorableness.
5. If an existing attitude toward a source is different and non-neutral from an existing non-neutral attitude toward the content of a message, the greatest attitude cha
ge will occur in the or so polarized attitude.
The attitudes of college students toward a given concept and a given source were pretested using the semantic differential (a seven point summated range scale).
Students were then exposed to newspaper stories including either positive or negative assertions about the concepts and the sources; attitudes were then posttested. Almost no training beyond that supplied above was given regarding the various methods and procedures used to realize attitude data. Instead, the reader was referred to an earlier article written by one of the authors; it was stated that all methods and procedures were fully spelled out in this earlier article.
The study's in symbiotic variable was the Exposure variable with deuce levels: exposure to messages with negative content and exposure to messages with positive content. The dependent v
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