1

( 3)

: , ,

2 3 , A()C()B()(Cognition): (Affection): , (Behavioral intention) () () () , , . .

4 ,

()()

5 ,

6 ,

A : B : C : 7 ,

Bogus Pipeline

(foot-in-the-door technique)

(brainwashing, )

(low ball technique)

8 ,

(self-presentation)

(self-justification)

(social chameleon)

(self-monitoring)

(dissonance after decision)

9 ,

(insufficient justification)

?

! , .

10 ,

(over justification)

10 . . 11 ,

, , , , . 12

,

(mere expousure) .

. .

Ex)

13 GPA

++--?

, , . , . 14 (cognitive consistency theory)

(balance theory)

, , , . , + .

(dissonance theory)

(belief)

15 (cognitive consistency theory)

(congruity theory)

0-1-2-33210-1-2-33216 3 3 2 1 3 . 16

.

. ( )

,

.

. .

, .

R .

? ? 17 /

?

, , , , . , . Murphy, Newcomb(1937)

, / , , . 18 /

(Likert)

1912345678910111112131415 2 , () , (). . (), (), (), () , () . , . . . 20

?

21

, . 22

-

. . . . () .

? . .()

, . . . () ? ? . . , . 23 -

() ? , . ? , . . (?) . () . . , () . . . . . . 24

. . () . .() () () . (?) . . . ( ). (), (), () . . . . . 6. . . 25 . . . . . . . 2 . , .

26--