ABSTRACT
for a number of reasons, communication scholars have neglected the attitude construct. However, recent research on the cognitive basis of attitudes has thrived. This research suggests that the abandonment of the attitude construct may be premature. A complete understanding of how persuasive messages are processed and the effectiveness of attempts at social influence necessitates a reconsideration of the utility of attitudes. This chapter reviews research on an important aspect of the construct: attitude accessibility. Attitudes that are highly accessible from memory are likely to influence the allocation of attention and the degree of message elaboration, result in selective information processing, and influence behavior. Mechanisms by which persuasive messages may make attitudes accessible are discussed, and a model of the transactive relationship between persuasion and attitude accessibility is proposed.
