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from Part I - The Fundamentals of Public Opinion
Published online by Cambridge University Press: 01 November 2024
This chapter examines how attitudes are formed. Attitude formation is explained as a function of prior beliefs and information. This process is viewed through two complementary lenses: the static process and the dynamic process. The static model thinks of attitudes as a combination of ratings and rankings. We term this the multi-attribute model – a commonly used approach in psychology and economics. The dynamic model concentrates on how humans process information, where things like words, symbols, and memory networks take on practical significance. Ultimately, both models have many applications for the practitioner.
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