Attitude Change Essay

529 WordsNov 14, 20123 Pages
Attitude Change What is attitude? Psychologists define attitudes as a learned tendency to evaluate things in a certain way. This can include evaluations of people, issues, objects or events. Such evaluations are often positive or negative, but they can also be uncertain at times. For example, you might have mixed feelings about a particular person or issue. different components that make up attitudes. 1. An Emotional Component: How the object, person, issue or event makes you feel. 2. A Cognitive Component: Your thoughts and beliefs about the subject. 3. A Behavioral Component: How the attitude influences your behavior. How is attitude formed? Attitudes can be learned in a variety of ways. Consider how advertisers use classical conditioning to influence your attitude toward a particular product. In a television commercial, you see young, beautiful people having fun in on a tropical beach while enjoying a sport drink. This attractive and appealing imagery causes you to develop a positive association with this particular beverage. Attitude Change While attitudes can have a powerful effect on behavior, they are not set in stone. The same influences that lead to attitude formation can also create attitude change. * Learning Theory of Attitude Change: Classical conditioning, operant conditioning and observational learning can be used to bring about attitude change. Classical conditioning can be used to create positive emotional reactions to an object, person or event by associating positive feelings with the target object. Operant conditioning can be used to strengthen desirable attitudes and weaken undesirable ones. People can also change their attitudes after observing the behavior of others. * Elaboration Likelihood Theory of Attitude Change: This theory of persuasion suggests that people can alter their attitudes in two ways. First,

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