P's attitude towards O and X, O's attitude towards X

Persuasive messages are linked to existing knowledge and attitudes to form new opinions, that is, cognitive responses

Attitude change is mediated by these cognitive responses

The intensity and direction of attitude change are determined by the valence of the cognitive response

The greater the supportive response evoked, the greater the attitude change

non-effortful heuristic processing

Effortful systematic processing

Adequacy Principle of Information Processing

information processing motivation

Connection processing and proposition processing

Changes in implicit and explicit attitudes

Age, gender, intelligence, personality characteristics, cognitive needs, self-defense tendencies, knowledge background

Credibility

physical attraction

similarity to attitude subject

information difference

Fear evoked by information

order

mass media, face to face

One-sided arguments, positive and negative arguments

Giving materials and letting the audience make their own conclusions will have a good effect on attitude change.

resistance response

Mental inertia

save face

General rejection

Derogatory source of information

distort information

argument rebuttal

Rationalization and other defenses

Inform the recipient of an upcoming attack

Give a mild attack

Encourage recipients to proactively counter persuasive messages

Effectively enhance resistance