Attitude & Behavior Prediction

1 Course Unit

This course surveys classic and contemporary theory and research in the area of attitude formation and change and examines the principles of social information processing that underlie attitudes. We cover some of the basic concepts of the psychology of attitudes, including attitude structure and measurement at both conscious and unconscious levels. After this introduction, we will review persuasion approaches, the role of affect and fear in communication, influences of past behavior, to finally turn to models that explain behavioral change and allow researchers and practitioners to design ways of modifying recipients' actions. Not Offered Every Year Also Offered As: COMM 5770 1 Course Unit