Page:  of 318
 
2 Conditioning and
Modeling
Approaches 		39
40 Classical Conditioning
40 Classical Conditioning of
Attitudes
43 Demand Characteristics and
Contingency Awareness
47 Operant Conditioning
47 Operant Conditioning of Attitudes
49 Two-factor Theory of Verbal
Conditioning
51 Observational Learning
54 Vicarious Classical Conditioning
56 Evaluation
56 Retrospective
3 The Message-
learning
Approach 		59
59 Skills Learning as a Model for
Persuasion
60 Determinants of Attitude Change
in Persuasive Communications
61 Source Factors
69 Message Factors
80 Recipient Factors
85 Channel Factors
87 The Persistence of Attitude
Change
93 Retrospective
4 Judgmental
Approaches 		95
95 Adaptation Level Approach
99 The Social Judgment--
Involvement Approach
105 Communication Discrepancy
107 Ego Involvement
109 Evaluation of Social Judgment
Theory
110 The Variable Perspective
Approach
115 Indirect Influence

-viii-

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Publication Information: Book Title: Attitudes and Persuasion: Classic and Contemporary Approaches. Contributors: Richard E. Petty - author, John T. Cacioppo - author. Publisher: Westview Press. Place of Publication: Boulder, CO. Publication Year: 1996. Page Number: viii.
    
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