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1 results

  • 3 - Attitude Formation at the Individual Level

  • from Part I - The Fundamentals of Public Opinion
  • Clifford Young, Ipsos Public Affairs, Kathryn Ziemer, Ipsos Public Affairs
  • Book:
    Polls, Pollsters, and Public Opinion
    Published online:
    01 November 2024
    Print publication:
    04 July 2024, pp 25-37

  • Summary

    This chapter examines how attitudes are formed. Attitude formation is explained as a function of prior beliefs and information. This process is viewed through two complementary lenses: the static process and the dynamic process. The static model thinks of attitudes as a combination of ratings and rankings. We term this the multi-attribute model – a commonly used approach in psychology and economics. The dynamic model concentrates on how humans process information, where things like words, symbols, and memory networks take on practical significance. Ultimately, both models have many applications for the practitioner.