Does television advertising produce sales by changing attitudes? Not always, says Herbert E. Krugman in his presidential address before the American Association for Public Opinion Research on May 15, 1965. It may do so, he states, just by changing perceptions of the product in the course of merely shifting the relative salience of attitudes, especially when the purchaser is not particularly involved in the message. This arresting thesis has important implications for noncommercial as well as commercial persuasion efforts.
Learning is generally conceived as active and purposive behavior, involv. ing motivation, practice, achievement. Here, the authors focus on "passive" learning, on what is "caught" rather than "taught," and on the processes by which such learning may take place. Passive learning is typically effortless, responsive to animated stimuli, amenable to artificial aid to relaxation, and characterized bv an absence of resistance to what is learned, thus opening up possibilities that, depending on one's point of view, one may welcome or deplore .
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