ABSTRACT
This chapter describes a new and potentially integrative approach for understanding the role of affect in attitude formation and change. The idea that attitudes have affective as well cognitive and behavioral foundations has a long history in the social and behavioral sciences and is currently undergoing a renaissance in interest. The accumulated research on affect and persuasion over the past several decades has clearly indicated that individuals’ evaluations of people, objects, and issues can be influenced by their feelings, moods, and emotions whether or not the affect is actually relevant to the attitude object under consideration. The most effortful procedure for evaluating an advocacy involves drawing upon prior experience and knowledge to carefully scrutinize and elaborate the issue-relevant arguments in the persuasive communication along the dimensions that are perceived central to the merits of the attitude object.
