Abstract
In this paper the authors argue that the salience of beliefs about an attitude object (their elicitability) is an independent dimension of persuasion theory. A revision of Fishbein's summation theory is offered to take this dimension into account and to expand the explanatory range of the theory to include and predict temporary effects. Experimental support for the revision is offered. The authors argue for further revision of the attitude construct as borrowed from psychology. Communication scholars should distinguish between changes in “attitudinal tendency” and changes in “manifest attitude.”
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
