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Title: Ambivalent Attitudes in a Communication Process: An Integrated Model
Authors: Chang, Chingching
Contributors: 政大廣告系
Date: 2012-06
Issue Date: 2013-02-21 16:36:47 (UTC+8)
Abstract: In a communication process that involves a target subject (what is being communicated about) and a source, existing attitudes (positive or negative) toward the target or the source influence communication effects. People also may hold ambivalent attitudes (positive and negative) toward the target or the source, but the implications of such ambivalent attitudes on communication effects remain unclear in communication research. This study tries to fill that void by exploring ambivalent attitudes toward the target and source on communication effects and proposing an integrated model to demonstrate that ambivalent attitudes encourage systematic processing (Experiments 1 and 2) and that identification with the target or the source further encourages motivated processing among ambivalent people (Experiments 3 and 4).
Relation: Human Communication Research, 38(3), 332-359
Data Type: article
DOI 連結:
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