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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.
Emotion is a common component in persuasion, social influence, and attitude change. Much of attitude research emphasized the importance of affective or emotion components. Emotion works hand-in-hand with the cognitive, or thought, process about an issue or situation.
The Yale attitude change approach (also referred to as the Yale model of persuasion) is considered to be one of the first models of attitude change. It was a reflection of the Yale Communication Research Program's findings, a program which was set up under a grant from the Rockefeller Foundation. [3]
Elaboration likelihood model is a general theory of attitude change.According to the theory's developers Richard E. Petty and John T. Cacioppo, they intended to provide a general "framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications".
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.
Attitude affects nearly everything a person does, from success to defeat. A pro attitude in a person can be a confidence booster as well as a mechanism to allow persuasion into a discussion with the attempts to persuade change within the discussion. Attitude persuasion can affect the result of a debate as related to powerful self-esteem.
importance of these preferences to health behaviors, a recent meta-analysis of reinforcement contingency management (in which people are paid for improving health behaviors) found that the single most important determinant of effect size was whether behavior-contingent rewards
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 ]