Zaller's Model of Public Opinion

Zaller's Model of Public Opinion explains how people's views on political issues are shaped by the information they receive and their personal predispositions. It suggests that individuals process political messages based on their existing beliefs and preferences, choosing to accept or reject new information accordingly. When people encounter new messages, they evaluate whether it aligns with their prior opinions; if it does, they’re more likely to accept it, influencing their overall stance. This dynamic process explains why public opinion can be inconsistent and varies based on the information people are exposed to and their existing attitudes.