Persuasion via surface cues, like a celebrity endorsement or a catchy jingle.
The emotional reaction or feelings toward the object (e.g., "I love this brand").
Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens: Attitudes and Attitude Change
This model suggests two "routes" to persuasion:
The beliefs, thoughts, and attributes associated with the object (e.g., "This brand is environmentally friendly"). How Attitudes are Formed Persuasion via surface cues, like a celebrity endorsement
Gaining and analyzing information, such as reading a product review. Mechanisms of Attitude Change
Attitudes aren't innate; they are learned through various channels: Persuasion via surface cues
Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.
