Page:  of 412
 

2
Defining
and Measuring Attitudes

I like American-made cars. I am disgusted with all the flak American cars
have been taking lately....

Many Americans have owned and still own American-made cars and
like them and would own nothing else. Let us all get behind the American
automobile industry and buy American and drive out the foreign manu-
facturer....

Remember Pearl Harbor.

--Letter to the Editor, The (Akron) Beacon Journal

It is very easy to concern ourselves with the breakup of the Soviet Union,
and to not be aware of how this country is falling apart.

There is chronic high unemployment, and each day one reads where
major companies are laying off more people, often numbering in the five
figures....

When a country is more interested in jingoistic adventures than it is in
feeding its hungry (the bulk of them children), educating its people,
creating meaningful jobs with decent wages, providing health care for
everyone, and housing its citizens, it is already a nation in decline.....

Letter to the Editor, The (Cleveland) Plain Dealer

The Body Shop is against consumer testing in the cosmetics industry. We
believe that animals should not suffer for our vanity. It is neither right,
necessary, nor scientifically accurate to test skin and hair care products on
animals. WE WILL NEVER TEST ON ANIMALS.

(Brochure for The Body Shop, a soap retail store in Beachwood, Ohio)

As these comments indicate, people have attitudes toward a variety
of issues. Indeed, today we take the term attitude for granted.
Statements like "we have very different attitudes about religion,"
"you have an attitude problem," and "she has a wonderful attitude toward

-25-

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Publication Information: Book Title: The Dynamics of Persuasion. Contributors: Richard M. Perloff - author. Publisher: Lawrence Erlbaum Associates. Place of Publication: Hillsdale, NJ. Publication Year: 1993. Page Number: 25.
    
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