IV. Practical and Theoretical Implications

  1. Attitude Change without ABC is Useless
    1. Wasted work
    2. No transfer

  2. Effective Persuasion Requires Second Step
    1. Must make attitude accessible
    2. Must activate relevant attitude

  3. Enhancing ABC
    1. Use direct and personal experience
    2. Get thought plus action
    3. "Prime" relevant attitudes in your plan

  4. Theory and Research Sidenote
    1. Remember wicked Wicker?
    2. Kim & Hunter, 1993, JOC
    3. meta-analyis of 138 studies; 90,000 people
    4. ABC effect is huge (r = +0.79)


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Updated March 21, 1996; Copyright © SBB, 1996