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relationships including consumer protection are important. However, in different business models, legal issues may deserve different weights.

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This formula says that a person s new attitude ( An ) following some new information (s) is a weighted (w) average of the new information and the old attitude ( A0 ). Stated differently, the old attitude is weighted by its importance along with the importance of the new information, each piece of which has some scale value (s). After the integration has taken place, the old attitude is replaced by the new one. In contrast to the information integration approach, the notion of implicit attitudes suggests that people can have different attitudes toward the same object: one that is explicit and one that is implicit. According to the dual attitude model (Wilson et al., 2000), two attitudes can form when one attitude, A0 , changes to another, An . When this occurs, the original attitude A0 does not actually disappear. Instead, according to this model, it becomes implicit and persists in memory along with An , which is considered the explicit attitude. The dual attitude model is depicted schematically in the top panel of Figure 15.1. This model represents a case in which a person with an initially negative attitude toward a racial group subsequently becomes positive. Wilson et al. posit that both attitudes can in uence responding. Whereas the newer (explicit) attitude affects controlled responses (e.g., direct attitude measures; deliberative behaviors), the older (now implicit) attitude affects responses that individuals are not motivated or able to control (e.g., indirect attitude measures; spontaneous behaviors; see Dovidio et al., 1997; and Greenwald & Banaji, 1995, for similar views).

In conclusion, this chapter has presented at the evolution of the charging systems and mechanisms within the telephony environment, and how these are being adapted to the needs of mobile content charging. A philosophy that is too often applied in the development of mobile technologies and creation of services is that charging is an issue for the charging systems to solve (i.e., an attitude that if you just throw in a billing system at the end, it will all work ). Typically, the outcome in such cases where charging has not been well considered from the outset is complex, expensive integration projects that nevertheless result in some compromise charging solution, often with the end user completely unclear on how a given service is to be charged. There are two main messages that can be emphasized from this chapter. 1. Mass consumer takeup of mobile content-based services will not be achieved until understandable, predictable, and acceptable user charging can be provided (i.e., fully differentiated charging). 2. Charging logic should be designed in to service applications and solutions from their inception, particularly in prepaid charging, where charging should be integral to the service authorization and also should support correlation of access and content charging data.

Why Designers Need ActionScript . . . . . . . . . . . . . . . . . . . . . . . . . 4 Managing movie content with ActionScript . . . . . . . . . . . . . . . . 4 Storing and dispensing information with variables . . . . . . . . . . . 5 Creating visual effects with ActionScript . . . . . . . . . . . . . . . . . 6 Modifying design elements with ActionScript . . . . . . . . . . . . . . 6 Other uses for ActionScript . . . . . . . . . . . . . . . . . . . . . . . . . 7 Decoding Object-Oriented Scripting . . . . . . . . . . . . . . . . . . . . . . . 7 Understanding How ActionScript Works . . . . . . . . . . . . . . . . . . . . . 8 Using ActionScript as a Design Element . . . . . . . . . . . . . . . . . . . . . 12 When to Use ActionScript . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16