Attitude and Attitude Change

The concept of attitude, a fundamental construct in social psychology, has been a subject of extensive research and discussion for decades. Attitudes, defined as learned, global evaluations that influence thought and action, play a crucial role in shaping human behavior and decision-making processes (Higbee & Wells, 1972). Recent developments in the field have shed light on the complex nature of attitudes, challenging the traditional unidimensional view and exploring the multifaceted aspects of attitude strength.

One of the key reasons for the academic interest in attitudes is their ability to predict and understand human behavior. As attitudes become more favorable towards an object, individuals are more likely to engage with and utilize that object. (Rucker, 2020) However, the strength of an attitude, independent of its valence, is equally important in determining its influence on thought and behavior. Stronger attitudes, those that are more persistent over time, resistant to change, and influential on cognition and behavior, have been the focus of growing research. (Eaton et al., 2008)

Empirical studies have provided insights into the structure and function of attitude strength. Attitudes can vary widely in their ability to guide perception, shape thoughts, and inspire action-congruent behaviors. Some attitudes profoundly influence our understanding of the world and prompt us to act in accordance with our evaluations, while others exert little impact on our thoughts and actions, fluctuating over time and easily susceptible to persuasive appeals. (Eaton et al., 2008)

The multidimensional nature of attitudes has also been a topic of interest in the field of social psychology. Recent research has challenged the traditional unidimensional view of attitudes, suggesting that they may possess a more complex structure, encompassing cognitive, affective, and behavioral components. This multidimensional perspective has important implications for understanding the mechanisms underlying attitude change and the role of affect in persuasion.