Editing Attitudes and Persuasion (section)

== <span style="color: #FFFFFF;">Analyzing</span> ==
{| class="wikitable"
|+ Central vs. Peripheral Processing
! Feature !! Central Route (The Thinker) !! Peripheral Route (The Reactor)
|-
| Effort || High (Thinking / Reading) || Low (Looking / Feeling)
|-
| Stability || Long-lasting change || Temporary / Fickle change
|-
| Resistance || Hard to counter-argue || Easily changed by the next ad
|-
| Focus || The "Argument" || The "Source" (Who said it?)
|-
| Analogy || A 'Judge' reading a brief || A 'Child' liking a toy
|}

'''The Concept of "Attitude Inoculation"''': Analyzing "The Mental Vaccine." You can "Protect" people from a "Big Lie" by "Exposing them to a small, weak version of the lie" first and "Teaching them how to beat it." This builds "Mental Antibodies" so that when the "Real Propaganda" arrives, their brain is ready to reject it.
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