Full Text

Attitude Accessibility

David R. Roskos-Ewoldsen


Extract

Attitude accessibility concerns how quickly an →  attitude is activated from →  memory. Attitudes that are more accessible from memory are more predictive of behavior, influence what messages are attended to, and how those messages are processed, and are more stable across time. Unfortunately, little is known about how to change the accessibility of attitudes from memory, particularly with regards to how persuasive messages influence accessible attitudes (→  Information Processing ; Memory, Message ). Consider the following example . Suppose you see a spider – you might have a very quick “yuck” response. The fast yuck response indicates an accessible attitude toward spiders. You do not have to think about whether you like spiders, rather, the mere presence of a spider results in the activation of your attitude. On the other hand, imagine you are walking down a sidewalk with a friend looking for a place to eat. Your friend points to a Portuguese restaurant and suggests you try it. In this instance, you may have to think about whether you like Portuguese food, because you are not sure what you think of it, before deciding that it is good. The fact that you have to ponder whether you like something suggests that either you have a relatively inaccessible attitude or you have never formed an attitude toward that object. Attitudes have been studied across a number of different disciplines ... log in or subscribe to read full text

Log In

You are not currently logged-in to Blackwell Reference Online

If your institution has a subscription, you can log in here:

 

     Forgotten your password?

Find out how to subscribe.

Your library does not have access to this title. Please contact your librarian to arrange access.


[ access key 0 : accessibility information including access key list ] [ access key 1 : home page ] [ access key 2 : skip navigation ] [ access key 6 : help ] [ access key 9 : contact us ] [ access key 0 : accessibility statement ]

Blackwell Publishing Home Page

Blackwell Reference Online ® is a Blackwell Publishing Inc. registered trademark
Technology partner: Semantico Ltd.

Blackwell Publishing and its licensors hold the copyright in all material held in Blackwell Reference Online. No material may be resold or published elsewhere without Blackwell Publishing's written consent, save as authorised by a licence with Blackwell Publishing or to the extent required by the applicable law.

Back to Top