Attitude Change

Overview

Attitude change refers to the process through which an individual's attitude towards a concept, object, or person undergoes transformation. This can be a result of various factors such as persuasion, social influence, or personal experiences. The study of attitude change is a central topic in social psychology, a field that investigates how thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others.

Theoretical Frameworks

There are several theoretical frameworks that have been proposed to explain the process of attitude change, including the cognitive dissonance theory, the elaboration likelihood model, and the social judgment theory.

Cognitive Dissonance Theory

Proposed by Leon Festinger in 1957, the cognitive dissonance theory posits that individuals strive for consistency in their beliefs, attitudes, and behaviors. When there is a discrepancy, or dissonance, between these elements, individuals experience discomfort and are motivated to reduce this dissonance. This can lead to attitude change as individuals may adjust their attitudes to align with their behaviors.

Elaboration Likelihood Model

The elaboration likelihood model, developed by Richard E. Petty and John Cacioppo in the 1980s, suggests that attitude change can occur through two routes: the central route and the peripheral route. The central route involves careful consideration and elaboration of the message, leading to a more enduring attitude change. On the other hand, the peripheral route involves superficial cues such as the attractiveness of the source, leading to a less stable attitude change.

Social Judgment Theory

Social judgment theory, proposed by Muzafer Sherif and Carl Hovland, posits that individuals categorize new information into one of three latitudes: the latitude of acceptance, the latitude of rejection, or the latitude of non-commitment. The placement of the information within these latitudes determines whether attitude change will occur.

Factors Influencing Attitude Change

Several factors can influence the process of attitude change, including the source of the message, the characteristics of the message, and the characteristics of the recipient.

Source Characteristics

The characteristics of the source delivering the message can significantly impact attitude change. Factors such as credibility, attractiveness, and similarity to the recipient can influence the effectiveness of the message.

Message Characteristics

The way the message is presented can also affect attitude change. For instance, messages that evoke strong emotions or that are personally relevant to the recipient are more likely to lead to attitude change.

Recipient Characteristics

The characteristics of the recipient, such as their current attitudes, knowledge, and motivation, can influence how they process the message and whether they experience attitude change.

Implications

Understanding the process of attitude change has important implications in various fields, including marketing, politics, and health promotion. For instance, marketers can use principles of attitude change to design persuasive advertisements, while politicians can use these principles to sway public opinion.