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Cognitive Learning, Cognitive Response to Persuasion and Attitude Change

Обложка книги Cognitive Learning, Cognitive Response to Persuasion and Attitude Change

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.
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