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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.
There are three processes of attitude change as defined by Harvard psychologist Herbert Kelman in a 1958 paper published in the Journal of Conflict Resolution. [1] The purpose of defining these processes was to help determine the effects of social influence: for example, to separate public conformity (behavior) from private acceptance (personal belief).
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 ...
Attitudes toward objects can evolve over time, influenced by various situational and contextual factors. An example of an attitude object is a product (e.g., a car). People can hold various beliefs about cars (cognitions, e.g., that a car is fast) as well as evaluations of those beliefs (affect, e.g., they might like or enjoy that the car is fast).
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 ...
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 ...
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 ]
The elaboration likelihood model (ELM) of persuasion [1] is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. [2] The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.