The Most Critical Factor (And the One Most Difficult to Change)

question 130

Multiple Choice

The most critical factor (and the one most difficult to change) in altering attitudes is the ________.

• A) medium of the communication
• B) audience's characteristics
• C) message itself
• D) source of the message

---

Definitions:

Perception

The process of recognizing, organizing, and interpreting sensory information to represent and understand the environment or an idea.

Classical Conditioning

A method of learning that happens by linking an external stimulus with a stimulus that naturally occurs.

Operant Conditioning

Operant conditioning is a learning process through which the strength of a behavior is modified by reinforcement or punishment.

Antecedents

Events or conditions that precede and influence the occurrence of a specific behavior, outcome, or another event.