Written by two world-leading academics in the field of attitudes research, is a brand new textbook that gets to the very heart of this fascinating and far-reaching field. Greg Maio and Geoffrey Haddock describe how scientific methods have been used to better understand attitudes and how they change. With the aid of a few helpful metaphors, the text provides readers with a grasp of the fundamental concepts for understanding attitudes and an appreciation of the scientific challenges that lay ahead.

Basic Principles in How Attitudes are Shaped

Basic principles in how attitudes are shaped

Questions to Ponder

  • Is your opinion ever influenced by things that seem irrelevant? If so, when do extraneous things have more or less of an effect on you?
  • If you don't like tofu because of how it tastes, would you be more persuaded by information that its taste has improved or by information about its high nutritional value?
  • How much are your opinions influenced by things that you do not notice?
  • How does the placement of beliefs in a logical sequence matter for persuasion?


The aim of this chapter is to provide a “big picture” perspective to help think about the evidence reviewed in the three previous chapters. To help integrate the extensive information on the cognitive, ...

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