Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude
Associations (classical conditioning) and rewards or punishments (operant conditioning) reinforce specific stances. Attitudes and Attitude Change
Persuasion via surface cues, like a celebrity endorsement or a catchy jingle. Attitude research has shifted from a narrow focus
When a person’s actions contradict their beliefs, it creates a state of psychological discomfort called "dissonance". To resolve this tension, individuals often change their attitude to match their behavior. Persuasion via surface cues, like a celebrity endorsement
Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.
The way one intends to act or actually behaves toward the object (e.g., "I will buy this brand").
Attitudes aren't innate; they are learned through various channels: