Introduction: persuasion, attitude, attitude measurement (2 of 3)

4. (a) Identify one important mental state often changed in persuasion. (b) What is an attitude? (c) Identify some broad features of attitudes. (d) Are attitude commonly acquired through experience? Are attitudes relatively enduring? Do attitudes influence conduct? (e) Do paradigm cases of persuasion always involve changing attitudes?

5. (a) What are semantic differential evaluative scales? Explain how they work. (b) What are single-item attitude measures? What is the feeling thermometer? Identify a circumstance in which single-item attitude measures are especially useful. Identify and explain a weakness of such measures.