1 PSY 321 Attitudes & Behavior Dr. Sanchez. 2 What is an attitude?

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PSY 321PSY 321

Attitudes & BehaviorAttitudes & Behavior

Dr. SanchezDr. Sanchez

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What is an attitude?What is an attitude?

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What is an What is an Attitude?Attitude?

A positive, negative, A positive, negative,

or mixed reaction to a or mixed reaction to a person, object, or idea, person, object, or idea, expressed at some level expressed at some level of intensity (e.g., love, of intensity (e.g., love,

like, dislike, detest)like, dislike, detest)

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Four Possible Reactions to Four Possible Reactions to Attitude ObjectsAttitude Objects

Cacciopo, et al. 1997

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Attitudes are PervasiveAttitudes are Pervasive

There are few things in which we There are few things in which we truly feel neutraltruly feel neutral

When switch on a game (e.g. tennis When switch on a game (e.g. tennis match) you quickly pick sides, even if match) you quickly pick sides, even if you don’t know the players.you don’t know the players.

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Components of Attitudes: Components of Attitudes: Tripartite ViewTripartite View

CognitiveCognitiveCognitiveCognitive

AffectiveAffectiveAffectiveAffective

BehavioralBehavioralBehavioralBehavioral

AttitudeAttitudeAttitudeAttitude

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Components of Components of AttitudesAttitudes

COGNITIVECOGNITIVEbeliefs about attitude object (pos & neg)beliefs about attitude object (pos & neg)

AFFECTIVEAFFECTIVEemotions and feelings the object emotions and feelings the object

triggers (pos & neg)triggers (pos & neg)

BEHAVIORALBEHAVIORALreaction toward the object (pos & neg reaction toward the object (pos & neg

actions)actions)

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Attitude Object: Attitude Object: DENTISTDENTIST

COGNITIONSCOGNITIONS Dentists are friendly.Dentists are friendly. Dentists are expensive.Dentists are expensive.

AFFECTSAFFECTS Dentists make me feel anxious.Dentists make me feel anxious. I like dentists.I like dentists.

BEHAVIORSBEHAVIORS I visit the dentist twice a year.I visit the dentist twice a year. I am a very cooperative patient.I am a very cooperative patient.

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Why People Have AttitudesWhy People Have Attitudes

Value-Expressive function: Express who Value-Expressive function: Express who we arewe are

Ego-defensive function: Protect Self-Ego-defensive function: Protect Self-Esteem Esteem

Instrumental function: Obtain awards, Instrumental function: Obtain awards, avoid punishmentsavoid punishments

Knowledge function: understand people Knowledge function: understand people and eventsand events

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How Attitudes Are Measured: How Attitudes Are Measured: Self-Report MeasuresSelf-Report Measures

Attitude Scale: A multiple-item Attitude Scale: A multiple-item questionnaire designed to measure a questionnaire designed to measure a person’s attitude toward some person’s attitude toward some object.object.– e.g., Likert Scalee.g., Likert Scale– 1 = not at all; 3 = somewhat; 5 = very 1 = not at all; 3 = somewhat; 5 = very

muchmuch

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How would you respond to these How would you respond to these questions?questions?

Old Fashioned RacismOld Fashioned Racism– ““I would mind if a Black family moved I would mind if a Black family moved

next door”next door”– ““Whites are more intelligent than Whites are more intelligent than

Blacks”Blacks” Old Fashioned SexismOld Fashioned Sexism

– ““Women should stay home and not Women should stay home and not worry about having a career”worry about having a career”

– ““Men should be in charge of all major Men should be in charge of all major decisions”decisions”

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How Attitudes Are Measured: How Attitudes Are Measured: Self-Report MeasuresSelf-Report Measures

Bogus Pipeline: A phony lie-detector Bogus Pipeline: A phony lie-detector device that is sometimes used to get device that is sometimes used to get respondents to give truthful answers respondents to give truthful answers to sensitive questions.to sensitive questions.

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How Attitudes Are Measured: How Attitudes Are Measured: Covert MeasuresCovert Measures

Observable behaviorObservable behavior Measures of arousal Measures of arousal

Facial ElectromyographFacial Electromyograph (EMG): An (EMG): An electronic instrument that records electronic instrument that records facial muscle activity associated with facial muscle activity associated with emotions and attitudes.emotions and attitudes.

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The Facial EMGThe Facial EMG

When people hear a message they agree with, there is increase in depressor and zygomatic muscles and decrease in corrugator and frontalis muscles.

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How Attitudes Are Measured: How Attitudes Are Measured: The Implicit Association Test The Implicit Association Test

(IAT)(IAT) Based on notion that we have Based on notion that we have

implicit attitudes.implicit attitudes.

Implicit Association Test (IAT): Implicit Association Test (IAT): Measures the speed with which one Measures the speed with which one responds to pairings of concepts.responds to pairings of concepts.

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toxictoxic

pleasant unpleasant

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RutgersRutgers PrincetonPrinceton

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happyhappy

Rutgersor

pleasant

Princetonor

unpleasant

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Rutgers or

pleasant

Princetonor

unpleasant

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Interpreting Reaction TimesInterpreting Reaction Times

Faster responding to positive words Faster responding to positive words when Rutgers is paired with pleasant when Rutgers is paired with pleasant = positive implicit attitude toward = positive implicit attitude toward RutgersRutgers

Faster responding to positive words Faster responding to positive words when Princeton is paired with when Princeton is paired with pleasant = positive implicit attitude pleasant = positive implicit attitude toward Princetontoward Princeton

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Findings IATFindings IAT

Self over OtherSelf over Other White over BlackWhite over Black Young over OldYoung over Old Males with Careers over Women with Males with Careers over Women with

CareersCareers Women with Family over Men with Women with Family over Men with

FamilyFamily Limitations of IAT?Limitations of IAT?

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Explicit & Implicit CorrespondenceExplicit & Implicit Correspondence

Average correspondence is .24Average correspondence is .24

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Where do attitudes Where do attitudes come from?come from?

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GENESGENES: Twin studies: Twin studies• high correlations on attitude high correlations on attitude

strength and content for strength and content for identicals raised together OR identicals raised together OR apart!apart!

• significantly lower for significantly lower for fraternalsfraternals

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Genetic Genetic Influences on Influences on

AttitudesAttitudes

Olson et al., 2001.

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Origins of Attitudes: Origins of Attitudes: Social ExperiencesSocial Experiences

Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings of an based on people’s feelings of an

attitude object (not on beliefs)attitude object (not on beliefs)

Sources of Affectively Based Sources of Affectively Based AttitudesAttitudesvaluesvaluesmere exposuremere exposureclassical conditioningclassical conditioning

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Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings of an based on people’s feelings of an

attitude object (not on beliefs)attitude object (not on beliefs)


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Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings & values based on people’s feelings & values

of an attitude objectof an attitude object


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Mere ExposureMere Exposure

The tendency to develop The tendency to develop more positive feelings more positive feelings

toward objects & toward objects & individuals the more we individuals the more we

are exposed to them.are exposed to them.

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Mere Exposure:Mere Exposure:Mita and colleagues Mita and colleagues

(1977)(1977) Photographed Photographed

women students on women students on campuscampus

Showed Ps picture & Showed Ps picture & mirror image of printmirror image of print

Which do you like Which do you like better - “regular” or better - “regular” or mirror image print?mirror image print?

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Mere Exposure:Mere Exposure:Mita and colleagues Mita and colleagues

(1977)(1977) 2/3 of Ps preferred 2/3 of Ps preferred

the mirror printthe mirror print

61% of their close 61% of their close friends preferred friends preferred the actual picturethe actual picture

Ps were more Ps were more exposed to exposed to mirrored image so mirrored image so like them morelike them more

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Affectively Based AttitudesAffectively Based Attitudesbased on people’s feelings & values based on people’s feelings & values

of an attitude object (not on beliefs)of an attitude object (not on beliefs)


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Classical ConditioningClassical Conditioning

The case whereby a stimulus that The case whereby a stimulus that elicits an emotional response is elicits an emotional response is repeatedly experienced along with repeatedly experienced along with a neutral stimulus that does not, a neutral stimulus that does not, until the neutral stimulus takes on until the neutral stimulus takes on the emotional properties of the the emotional properties of the first stimulusfirst stimulus

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Stimulus 1Stimulus 1(mothballs)(mothballs)Stimulus 1Stimulus 1(mothballs)(mothballs)

Stimulus 2Stimulus 2visits to grannyvisits to granny

Stimulus 2Stimulus 2visits to grannyvisits to granny

Pleasurable Pleasurable FeelingsFeelings


Stimulus 1Stimulus 1(mothballs)(mothballs)Stimulus 1Stimulus 1(mothballs)(mothballs)



Affectively Based Attitudes:Affectively Based Attitudes:Classical ConditioningClassical Conditioning

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Got Milk?Got Milk?

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Stimulus 1Stimulus 1MilkMilk


Stimulus 2Stimulus 2SupermodelSupermodel

Stimulus 2Stimulus 2SupermodelSupermodel







Affectively Based Attitudes:Affectively Based Attitudes:Classical ConditioningClassical Conditioning

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Where Do Attitudes Come Where Do Attitudes Come From?From?

GENESGENESTwin studyTwin study

SOCIAL EXPERIENCESSOCIAL EXPERIENCESaffectively basedaffectively basedbehaviorally basedbehaviorally based

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Origins of Attitudes:Origins of Attitudes:Social ExperiencesSocial Experiences

Behaviorally Based AttitudesBehaviorally Based Attitudesbased on people’s observations based on people’s observations

of how one behaves toward an of how one behaves toward an attitude objectattitude object

Sources of Beh. Based Attit.Sources of Beh. Based Attit.Bem’s Self-Perception TheoryBem’s Self-Perception TheoryOperant ConditioningOperant Conditioning

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What are your attitudes about What are your attitudes about

liberal politicians?liberal politicians?

BehaviorBehavior

““Now that I think Now that I think about it, I only voteabout it, I only votefor conservatives.”for conservatives.”

BehaviorBehavior

““Now that I think Now that I think about it, I only voteabout it, I only votefor conservatives.”for conservatives.”

AttitudeAttitude

““I guess I don’tI guess I don’tlike liberal like liberal politicians.”politicians.”

AttitudeAttitude

““I guess I don’tI guess I don’tlike liberal like liberal politicians.”politicians.”

Self-Perception TheorySelf-Perception Theory

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Origins of Attitudes:Origins of Attitudes:Social ExperiencesSocial Experiences

Behaviorally Based AttitudesBehaviorally Based Attitudesbased on people’s observations based on people’s observations

of how one behaves toward an of how one behaves toward an attitude objectattitude object

Sources of Beh. Based Attit.Sources of Beh. Based Attit.Bem’s Self-Perception TheoryBem’s Self-Perception TheoryOperant ConditioningOperant Conditioning

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Operant Operant ConditioningConditioning

The case whereby The case whereby behaviors that people behaviors that people

freely choose to perform freely choose to perform increase or decrease in increase or decrease in

frequency, depending on frequency, depending on whether they are followed whether they are followed by positive reinforcement by positive reinforcement

or punishmentor punishment

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BehaviorBehavior TowardToward

An ObjectAn Object

BehaviorBehavior TowardToward

An ObjectAn Object

+ Reinforce-+ Reinforce-ment or ment or

PunishmentPunishment.

+ Reinforce-+ Reinforce-ment or ment or

PunishmentPunishment.

Pos or NegPos or NegAttitudeAttitude

toward the toward the ObjectObject

Pos or NegPos or NegAttitudeAttitude

toward the toward the ObjectObject

Behaviorally Based Attitudes Behaviorally Based Attitudes & Operant Conditioning& Operant Conditioning

e.g., playing e.g., playing with a child of with a child of another another racerace

+ reinforcement+ reinforcement - parents’ approval- parents’ approvalPunishment - parents’Punishment - parents’disapprovaldisapproval

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Do attitudes predict Do attitudes predict behavior?behavior?

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The Weak Link The Weak Link Between Attitudes and BehaviorBetween Attitudes and Behavior Why did early work find a weak Why did early work find a weak

attitude-behavior link?attitude-behavior link?

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General Attitudes and Specific General Attitudes and Specific BehaviorsBehaviors

Must be correspondence between Must be correspondence between level of specificity of attitude and level of specificity of attitude and behavior.behavior.

For example, to predict recycling at For example, to predict recycling at work, do you ask:work, do you ask:– How do you feel about recycling?How do you feel about recycling?– How do you feel about recycling office How do you feel about recycling office

paper?paper?

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Study of married women’s use of birth controlStudy of married women’s use of birth control

Ps asked a series of attitude questions - general to Ps asked a series of attitude questions - general to specific (e.g., will U use birth control in next 2 specific (e.g., will U use birth control in next 2 years)years)

Two years later asked Ps if they had used birth Two years later asked Ps if they had used birth control since the interviewcontrol since the interview

Correspondence of SpecificityCorrespondence of Specificity(Davidson & Jaccard, 1979)(Davidson & Jaccard, 1979)

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Attitude Attitude Attitude-BehaviorAttitude-Behavior MeasureMeasure CorrelationCorrelation

Att. toward birth controlAtt. toward birth control .08.08

Att. toward birth control pillsAtt. toward birth control pills .32.32

Att. toward using birthing control pillsAtt. toward using birthing control pills .53.53

Att. toward using birth control pills Att. toward using birth control pills

during the next two yearsduring the next two years .57.57

Correspondence of SpecificityCorrespondence of Specificity(Davidson & Jaccard, 1979)(Davidson & Jaccard, 1979)

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Predicting Planned Predicting Planned BehaviorsBehaviors

Theory of Planned Behavior Theory of Planned Behavior

(Ajzen & Fishbein)(Ajzen & Fishbein)

Behavioral Behavioral IntentionIntention BehaviorBehavior

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Theory of Planned BehaviorTheory of Planned Behavior

Specific Specific AttitudeAttitude

Subjective Subjective NormsNorms

BehavioralBehavioralIntentionIntention BehaviorBehavior

PerceivedPerceivedBehavioralBehavioral

ControlControl

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ControlControl

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ControlControl

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Will Rachel attend the COLDPLAY Concert?Will Rachel attend the COLDPLAY Concert?




ControlControl

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Theory of Planned Behavior:Theory of Planned Behavior:Subjective NormsSubjective Norms

FishbeinFishbeinmeasured Ps’ attitudes and subjective measured Ps’ attitudes and subjective

norms (what do your friends think) about norms (what do your friends think) about engaging in premarital sexengaging in premarital sex

attitudes and subjective norms predicted attitudes and subjective norms predicted sexual behaviorsexual behavior

men more influenced by subjective normsmen more influenced by subjective normswomen more influenced by own attitudeswomen more influenced by own attitudes

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ControlControl

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Theory of Planned Behavior:Theory of Planned Behavior:Perceived Behavioral ControlPerceived Behavioral Control

Azjen & Madden (1986)Azjen & Madden (1986)do attitudes & subjective norms do attitudes & subjective norms

alone predict grades?alone predict grades?

Combination of attitudes & Combination of attitudes & subjective norms only moderately subjective norms only moderately related to actual gradesrelated to actual grades

must take into consideration must take into consideration behavioral control!!behavioral control!!

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Strength of the AttitudeStrength of the Attitude

Why do some attitudes have more Why do some attitudes have more influence on behavior?influence on behavior?

Why are some attitudes stronger Why are some attitudes stronger than others?than others?

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Determining the Determining the Strength of an AttitudeStrength of an Attitude

Does the issue directly affect one’s Does the issue directly affect one’s own outcomes and own outcomes and self-interestsself-interests??

Is the issue related to Is the issue related to deeply helddeeply held philosophical, political, and religious philosophical, political, and religious values?values?

Is the issue of Is the issue of concernconcern to one’s to one’s close friends, family, and social in-close friends, family, and social in-groups?groups?

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Factors That Indicate the Factors That Indicate the Strength of an AttitudeStrength of an Attitude

How consistent is the person’s How consistent is the person’s behavior with attitude?behavior with attitude?– Walking the talkWalking the talk

How was the information on which How was the information on which the attitude is based acquired?the attitude is based acquired?– Personal experience vs. second-handPersonal experience vs. second-hand

Has the attitude been attacked?Has the attitude been attacked?– Stronger if attackedStronger if attacked

How accessible is the attitude to How accessible is the attitude to awareness?awareness?

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Strength & Accessibility Strength & Accessibility (Fazio)***(Fazio)***

we can measure the strength of a we can measure the strength of a person’s attitude by seeing how person’s attitude by seeing how accessible it is in memoryaccessible it is in memory

if an attitude is if an attitude is highly accessiblehighly accessible, , then it then it comes to mind quicklycomes to mind quickly

if an attitude is if an attitude is highly inaccessiblehighly inaccessible, , then it then it comes to mind much slowercomes to mind much slower

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Do Attitudes Predict Do Attitudes Predict Behavior?Behavior?

IT DEPENDS!IT DEPENDS!

One Key FactorOne Key FactorSpontaneous BehaviorsSpontaneous BehaviorsPlanned/Deliberative Planned/Deliberative BehaviorsBehaviors

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Attitudes & Spontaneous Attitudes & Spontaneous BehaviorsBehaviors

(Fazio, Powell, & Williams, (Fazio, Powell, & Williams, 1989)1989)

Role of accessibility in Ps’ Role of accessibility in Ps’ attitudes & behaviors toward attitudes & behaviors toward consumer itemsconsumer items

Ps rated their attitude toward Ps rated their attitude toward several productsseveral products

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(Fazio, Powell, & Williams, (Fazio, Powell, & Williams, 1989)1989) Accessibility Accessibility

assessed by how long it took Ps to assessed by how long it took Ps to respond to questions about the respond to questions about the productsproducts

BehaviorBehaviorplaced ten of the products in two rows placed ten of the products in two rows

of fiveof fivePs could take one product homePs could take one product home

Results??Results??

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(Fazio, Powell, & Williams, (Fazio, Powell, & Williams, 1989)1989)

To what extent did Ps’ attitudes To what extent did Ps’ attitudes toward the products predict their toward the products predict their behavior?behavior?

Depends on accessibilityDepends on accessibilityattitude-behavior consistency was attitude-behavior consistency was highhigh

among Ps with among Ps with accessible attitudesaccessible attitudes

attitude-behavior consistency was attitude-behavior consistency was lowlow among Ps with among Ps with inaccessible attitudesinaccessible attitudes

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Next Week: Bring in an ADNext Week: Bring in an AD

Persuasion!Persuasion!

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Be Prepared To:Be Prepared To:

Which route of persuasion Which route of persuasion advertisement is using?advertisement is using?

What persuasion cues are present What persuasion cues are present in the ad?in the ad?

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1 PSY 321 Attitudes & Behavior Dr. Sanchez. 2 What is an attitude?

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