Attitudes — And Attitude Change

Favorable or unfavorable encounters with an object shape immediate opinions.

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. Attitudes and Attitude Change

Persuasion via surface cues, like a celebrity endorsement or a catchy jingle. Favorable or unfavorable encounters with an object shape

This model suggests two "routes" to persuasion: the message (strength and logic)

Attitudes aren't innate; they are learned through various channels:

Success in persuasion depends on the source (credibility), the message (strength and logic), the channel (medium used), and the audience (openness and existing beliefs). Contemporary Contexts

Persuasion via logical reasoning and high-effort thinking. This leads to more enduring change.