OF CONTENTS SIDE BY SIDE COMPARISON – – SECOND EDITION EDITION I. Persuasion, Attitudes, and Actions 1 Persuasion, Attitudes, and Actions 1 The Concept of Persuasion The Concept of Persuasion 2 About Definitions About Definitions: Fuzzy Edges and Paradigm Fuzzy Edges and Paradigm Cases Cases 2 The Common Features of Paradigm Five Common Features of Paradigm Cases of Cases of Persuasion Persuasion 2 A Definition After All? A Definition After All? 4 The Concept of Attitude The Concept of Attitude 4 Attitude Measurement Techniques Attitude Measurement Techniques 5 Direct Techniques Explicit Measures 5 Techniques Semantic Differential Evaluative Scales 5 Indirect Techniques Single-Item Attitude Measures 6 Summary Features of Explicit Measures 6 Attitudes and Behaviors Quasi-Explicit Measures 7 The General Relationship Implicit Measures 8 Moderating Factors Summary 9 Encouraging Attitude-Consistent Behavior Attitudes and Behaviors 9 Assessing Persuasive Effects 23 The General Relationship 9 Attitude Change 23 Moderating Factors 10 Beyond Attitude 23 Correspondence of Measures 10 Perceived and Expected Persuasive Effects 25 Direct Experience 11 Conclusion 26 Summary 12 Encouraging Attitude-Consistent Behavior 12 Enhance Perceived Relevance 12 Induce Feelings of Hypocrisy 13 Encourage Anticipation of Feelings 13 Summary 14 Assessing Persuasive Effects 14 Attitude Change 14 Beyond Attitude Change 14 Conclusion 16 FOR REVIEW 16 NOTES 17 2 Social Judgment Theory 19 Judgments of Alternative Positions on an Issue 20 The Ordered Alternatives Questionnaire 20 The Concept of Ego-Involvement 22 Ego-Involvement and the Latitudes 22 Measures of Ego-Involvement 23 Size of the Ordered Alternatives Latitude of Rejection 23 Own Categories Procedure 23 Reactions to Communications 24 Assimilation and Contrast Effects 24 Attitude Change Effects 25 Assimilation and Contrast Effects Reconsidered 26 The Impact of Assimilation and Contrast Effects on Persuasion 27 Ambiguity in Political Campaigns 27 Adapting Persuasive Messages to Recipients Using Social Judgment Theory 28 Critical Assessment 29 The Confounding of Involvement With Other Variables 29 The Concept of Ego-Involvement 30 The Measures of Ego-Involvement 31 Conclusion 31 FOR REVIEW 32
OF CONTENTS – SIDE BY SIDE COMPARISON – SECOND EDITION EDITION I. Persuasion, Attitudes, and Actions The Concept of Persuasion About Definitions Fuzzy Edges and Paradigm Cases The Common Features of Paradigm Cases of Persuasion A Definition After All? The Concept of Attitude Attitude Measurement Techniques Direct Techniques Techniques Indirect Techniques Summary Attitudes and Behaviors The General Relationship Moderating Factors Encouraging Attitude-Consistent Behavior Assessing Persuasive Effects 23 Attitude Change 23 Beyond Attitude 23 Perceived and Expected Persuasive Effects 25 Conclusion 26 1 Persuasion, Attitudes, and Actions 1 The Concept of Persuasion 2 About Definitions: Fuzzy Edges and Paradigm Cases 2 Five Common Features of Paradigm Cases of Persuasion 2 A Definition After All? 4 The Concept of Attitude 4 Attitude Measurement Techniques 5 Explicit Measures 5 Semantic Differential Evaluative Scales 5 Single-Item Attitude Measures 6 Features of Explicit Measures 6 Quasi-Explicit Measures 7 Implicit Measures 8 Summary 9 Attitudes and Behaviors 9 The General Relationship 9 Moderating Factors 10 Correspondence of Measures 10 Direct Experience 11 Summary 12 Encouraging Attitude-Consistent Behavior 12 Enhance Perceived Relevance 12 Induce Feelings of Hypocrisy 13 Encourage Anticipation of Feelings 13 Summary 14 Assessing Persuasive Effects 14 Attitude Change 14 Beyond Attitude Change 14 Conclusion 16 FOR REVIEW 16 NOTES 17 2 Social Judgment Theory 19 Judgments of Alternative Positions on an Issue 20 The Ordered Alternatives Questionnaire 20 The Concept of Ego-Involvement 22 Ego-Involvement and the Latitudes 22 Measures of Ego-Involvement 23 Size of the Ordered Alternatives Latitude of Rejection 23 Own Categories Procedure 23 Reactions to Communications 24 Assimilation and Contrast Effects 24 Attitude Change Effects 25 Assimilation and Contrast Effects Reconsidered 26 The Impact of Assimilation and Contrast Effects on Persuasion 27 Ambiguity in Political Campaigns 27 Adapting Persuasive Messages to Recipients Using Social Judgment Theory 28 Critical Assessment 29 The Confounding of Involvement With Other Variables 29 The Concept of Ego-Involvement 30 The Measures of Ego-Involvement 31 Conclusion 31 FOR REVIEW 32
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