AT TITUDE AND SOCIAL COGNITION | Class 12 Psychology Notes

Attitude Change

Attitude change occurs due to various influences and is affected by the existing attitude’s characteristics, source of the message, message content, mode of communication, and target characteristics. Attitudes that are positive, less extreme, simple, and peripheral are easier to change than negative, extreme, complex, and central attitudes. Attitude change can be congruent (in the same direction as the existing attitude) or incongruent (in the opposite direction). Congruent changes are generally easier to achieve. The message’s amount of information, rational or emotional appeal, and motives activated influence attitude change. For example, an advertisement may use rational appeal by highlighting fuel savings or emotional appeal by emphasizing family care. The credibility and attractiveness of the source affect persuasion; experts are more persuasive for adults, while peers may be more influential for children. Face-to-face communication is usually more effective than indirect media transmission, though modern visual media can approximate direct interaction. Target characteristics such as persuasibility, prejudices, self-esteem, and intelligence also influence attitude change. People with open personalities and low self-esteem are more likely to change attitudes, while those with strong prejudices or high intelligence may resist change or change selectively.

📊 Diagram: Figure 6.1 compares two pictures: one showing a computer engineer and another a schoolchild, illustrating source credibility effects on laptop buying decisions. Figure 6.2 contrasts rational and emotional appeals in advertisements. Figure 6.3 compares face-to-face interaction versus media transmission, highlighting the effectiveness of direct communication.

🔗 Connection: Prepares for 'Attitude-Behaviour Relationship' by explaining how attitudes can be changed and how this relates to behaviour.