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態度與說服(SOPS418) 課程概要
中文概要
本課程主要說明態度與說服的理論與實證研究，並能應用相關概念至政治與廣告等領域。
首先，本課程介紹態度的結構與測量方式。態度的結構區分為：情感、認知與行為傾向三大成分，
而測量方式則包括傳統的外顯測量方式與內隱測量。
其次，則介紹態度形成的理論，包括學習取向與認知取向兩大派別。
第三，則介紹說服的理論，包括說服的雙元歷程模型、多數者與少數者的影響等。
第四，說明態度與行為的關連性，包括態度的強度、態度對行為的預測效果、行為如何形塑態度等。
第五則是態度與說服的應用，例如在政治說服與廣告領域之應用等。
英文概要
The main purpose of this curriculum is to introduce the theories and research
of attitudes and persuasion, and applying the related concepts to the field of
politics and advertisement.
First, this curriculum introduces the structures and measure of attitude.
The structures of attitude include the affect, the cognition and the behavior
intention. The attitude measures are explicit measures an implicit measure.
Next, introduces the theories of attitude formation, such as the learning
approach and the cognitive approach.
Third, introduces the theories of persuasion, including the dual process
model and persuasion from majority and minority.
Fourth, explains the relationship between attitude and behavior. Can
attitudes predict behaviors? Or the behaviors shape the attitude?
Fifth, introduces the application of attitude and persuasion to the field
of politics advertisement.
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