Then Ss were told about payment. They were asked to please do it because he needed this for his research, but that it was also their choice. Then Ss given the attitude questionnaire. The means show a significant linear trend in the predicted direction. The amount of attention that is devoted to a message influences the cognitive responses to the message.
Attitude change can occur via the thought processes that a persuasive message generates.
Sometimes people will respond more one way or more the other way. Communicator characteristics attractiveness credibility vividness of ad Discuss the effectiveness of the ad. Compare different techniques used for men vs. women as well as cultural differences that may be region-based.