Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.

Success in persuasion depends on the source (credibility), the message (strength and logic), the channel (medium used), and the audience (openness and existing beliefs). Contemporary Contexts

This model suggests two "routes" to persuasion:

Favorable or unfavorable encounters with an object shape immediate opinions.

Associations (classical conditioning) and rewards or punishments (operant conditioning) reinforce specific stances.

The emotional reaction or feelings toward the object (e.g., "I love this brand").

Attitudes aren't innate; they are learned through various channels:

Psychologists generally break attitudes down into three core components, often referred to as the :