??(cognitive component)

1
???????

• ????????????????

2
?????

• ?????????????????????????????????????
• ????????????????, ????????????????
• ??????????????????????

3
?????

• ???????,???????????????,????????????
• ???????,?????????????,???????????????
• ?????????????????????????,???????????????

4
???????

• ??(cognitive component)
• ??(feeling component)
• ??(action tendency component)

5
Theory of planned behavior

• Adapted from Ajzen (1991)

6
Attitude change

• ??????????,??????????????
• ????(persuasive communication)
• ?????(cognitive dissonance theory)

7
????

• ???????
• attend comprehend accept
  retain
• ?????????
• expertise trustworthiness
• ????
• one sided?????????????
• two sided??????????????

8
????

• ???????????????,?????????????????????
• ?????