Attitude Change

Definition

Attitude change refers to the process through which a person's evaluations, feelings, and tendencies toward a particular object, person, or idea are altered. This change can occur through various means such as persuasion, social influence, or personal experiences. Understanding attitude change is crucial because it impacts behavior, decision-making, and how individuals relate to their surroundings and the people in their lives.

5 Must Know Facts For Your Next Test

1. Attitude change can result from direct experiences with an object or indirect influences such as media exposure or peer opinions.
2. The Elaboration Likelihood Model suggests there are two main routes to persuasion: the central route (which involves careful thought) and the peripheral route (which relies on superficial cues).
3. Attitude change is often more effective when individuals feel that they have a choice in changing their attitude rather than being coerced.
4. Emotional appeals can significantly influence attitude change by creating strong feelings that align with the message being communicated.
5. Long-lasting attitude changes are typically associated with a strong personal connection to the subject matter and active engagement with the material.

Review Questions

• How does cognitive dissonance contribute to the process of attitude change?
  • Cognitive dissonance plays a significant role in attitude change by creating psychological discomfort when individuals hold conflicting beliefs or attitudes. To alleviate this discomfort, people may change their attitudes to align more closely with their behaviors or with each other. For example, if someone who values health continues to smoke cigarettes, they might either quit smoking or downplay the health risks associated with smoking to reduce the dissonance they experience.
• In what ways can persuasion techniques effectively induce attitude change?
  • Persuasion techniques can effectively induce attitude change by utilizing strategies like appealing to emotions, presenting logical arguments, and establishing credibility. For example, using personal stories that evoke empathy can create emotional connections that shift attitudes. Additionally, persuasive messages that are clear and consistent can enhance their effectiveness by ensuring that the audience understands the arguments presented. The credibility of the speaker also plays a key role in how persuasive the message will be perceived.
• Evaluate the impact of social influence on individual attitudes and provide examples of its effects on behavior.
  • Social influence has a profound impact on individual attitudes by shaping perceptions through group dynamics and societal norms. For example, peer pressure can lead individuals to adopt certain behaviors or attitudes simply to fit in with their social group. In contrast, observing others who exhibit positive behaviors—such as recycling—can encourage similar attitudes toward environmental responsibility. Overall, social influence demonstrates how collective behavior and attitudes within groups can alter individual perspectives and lead to broader societal shifts.

Related terms

Cognitive Dissonance: A psychological theory that suggests individuals experience discomfort when holding two conflicting beliefs or attitudes, often leading them to change one of the beliefs to reduce the discomfort.

Persuasion: The act of convincing someone to adopt a certain belief or take a specific action, often through communication strategies aimed at influencing attitudes.

Social Influence: The effect that other people have on an individual's beliefs, attitudes, or behaviors, which can lead to attitude change through conformity, compliance, or obedience.