Abstract

This study was designed to examine the structual differences of attitudes which has changed through central routes and peripheral routes. This study replicates Petty and Cacioppo' experiment(1984). The results make possible a further analysis of attitude structure. First, an attitude change through central route represents negative and positive attitudes as dual structure, whereas an attitude change through peripheral route represents them as bipolar structure. Second, attitude change through central route is determined by the descriptive meaning of attitudinal object, whereas an attitude change through peripheral route is determined by the evaluative meaning. The relationships of attitude change and attitude structure were discussed.