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Attitudes are associated beliefs and behaviors towards some object. [1] [2] They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict.
This functional attitude theory suggests that in order for attitudes to change (e.g., via persuasion), appeals must be made to the function(s) that a particular attitude serves for the individual. As an example, the ego-defensive function might be used to influence the racially prejudicial attitudes of an individual who sees themselves as open ...
A major issue with the Yale attitude change approach is the fact that it is strictly functional, focusing on a change in attitude and the information processing accompanying it. Other scholars see persuasion as a function of "communication, social influence , and group processes", [ 31 ] taking into account other factors such as social ...
Attitude change can also be influenced by the immediate social environment. In the interpersonal domain, people tend to shift their attitudes to align with those of their significant others. The general picture of social influence thus remains one of conformity and alignment attitudes. [ 22 ]
A person's attitude and behaviour both vary from situation to situation. A college freshman may disapprove of binge drinking, only to subsequently become socialized to practice and celebrate doing so in the course of tailgating. Social desirability bias may also skew self-reported attitudes that affect prima-facie attitude-behaviour consistency ...
Each behavioural change theory or model focuses on different factors in attempting to explain behaviour change. Of the many that exist, the most prevalent are learning theories, social cognitive theory, theories of reasoned action and planned behaviour, transtheoretical model of behavior change, the health action process approach, and the BJ Fogg model of behavior change.
Identification is the changing of attitudes or behaviors due to the influence of someone who is admired. Advertisements that rely upon celebrity endorsements to market their products are taking advantage of this phenomenon. According to Kelman, the desired relationship that the identifier relates to the behavior or attitude change. [1]
Functional attitude theory (FAT) suggests that beliefs and attitudes are influential to various psychological functions. Attitudes can be influential on many processes such as being utilitarian (useful), social, relating to values, or a reduction of cognitive dissonance. They can be beneficial and help people interact with the world.