Attitudinal Content

1
Transient Situational Factors
Procedural Learning Memory
Implicit Attitude
That dog is barking in excitement
vs. That dog is barking ferociously
I like dogs vs. I dont like
dogs
Attitudinal Content (Explicit Attitude)
Attitudinal Process (Biased Processing)
Friendly vs. Dangerous Dog
Mental Representation of Attitude Object
Approach vs. Avoidance
Behavior
Figure 1 -- Antecedents and Consequences of
Attitudinal Content and Process. Note Bold
lines represent a relatively strong influence and
narrow lines represent a relatively weak
influence. Callout bubbles are an illustration
of the variables depicted in the model.