Attitudes and attitude change

Three-component model of attitudes (Rosenberg & Hovland, 1960)

Affective (feelings), Cognitive (beliefs), and Behavioural (actions) components toward an object.

Four functions of attitudes (Katz, 1960)

Knowledge, Utilitarian, Ego-defensive, and Value-expressive.

Mere Exposure Effect (Zajonc, 1968)

Repeated exposure to a stimulus increases preference for it.

Classical conditioning in attitude formation

Attitudes form by associating a neutral stimulus with a positive/negative one.

Instrumental conditioning in attitude formation

Positive feedback increases favourable attitudes (e.g., Insko, 1965 study).

Self-perception theory (Bem, 1972)

We infer our attitudes by observing our own behaviour.

Main methods for measuring attitudes

Self-report (e.g., scales, IAT), Physiological (e.g., heart rate), and Behavioural observations.

Theory of Planned Behaviour (Ajzen, 1991)

Behaviour is guided by attitude, subjective norms, and perceived behavioural control.

Attitude-behaviour link

Generally weak to moderate link; influenced by strength, specificity, and direct experience.

Cognitive dissonance (Festinger, 1957)

Psychological discomfort from conflicting thoughts, leading to attitude change.

Strategies to reduce cognitive dissonance

1. Minimise importance, 2. Add consonant cognition, 3. Change cognition.

Elaboration Likelihood Model (Petty & Cacioppo, 1986)

Central (deep processing) and Peripheral (superficial cues) persuasion routes.

Heuristic-Systematic Model (Chaiken, 1987)

Systematic = careful analysis; Heuristic = mental shortcuts like 'experts know best'.

Cultural factors affecting TPB predictions

Individualistic = self-driven; Collectivistic = socially influenced (Cho & Lee, 2015).