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About Cognitive Learning, Cognitive Response to Persuasion and Attitude Change
It is a common assumption that the effectiveness of a persuasive communication is, at least in part, a function of the extent to which its content is learned and retained by its audience. This assumed learning-persuasion relation is based on a reasonable analogy between the persuasive communication and an informational communication such as a classroom lecture. In the lecture, it is by definition of the educational situation that retention of content is taken as a measure of effectiveness. In the persuasion situation, however, the essential criterion of effectiveness is acceptance of content. It remains an empirical question to determine whether acceptance of a persuasive communication is related to retention of its content.
Detailed Information
| Author: | Greenwald |
|---|---|
| ISBN: | 116019 |
| Pages: | 12 |
| Language: | English |
| File Size: | 1.246 |
| Format: | |
| Price: | FREE |
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