This paper was presented to the Society of Public Health Educators at their Annual Meeting held in Detroit, Michigan on November 11, 1961.
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This discussion on cognitive change is an integration of ideas from: Zajone, Robert, Cognitive Structure and Cognitive Tuning, Unpublished doctoral dissertation, The University of Michigan, 1954; Zajone, Robert, “The Process of Cognitive Tuning in Communication”, Journal of Abnormal and Social Psychology, 1960, 61, pp. 159–167; Zajone, Robert and Morrissette, J. “The Role of Uncertainty in Cognitive Change”, Journal of Abnormal and Social Psychology, 1960, 61, pp. 168–175; Peak, Helen and Morrison, William, “The Acceptance of Information into Attitude Structure”, Journal of Abnormal and Social Psychology, 1958, 57, pp. 127–135; Rosenberg, M. J., “Cognitive Structure and Attitudinal Effect”, Journal of Abnormal and Social Psychology, 1956, 53, pp. 367–372.
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