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Attitude Theory

  • By: Olaf H. Werder
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

Attitude has been a difficult concept to define adequately, primarily because it has been defined by so many, but also because of the word's differing lay uses and connotations. Since the early 1900s, a number of theories have been developed to provide a ...

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