111 Attitudes and Persuasion
Learning Objectives
By the end of this section, you will be able to:
- Define attitude
- Describe how people’s attitudes are internally changed through cognitive dissonance
- Explain how people’s attitudes are externally changed through persuasion
- Describe the peripheral and central routes to persuasion
Social psychologists have documented how the power of the situation can influence our behaviours. Now we turn to how the power of the situation can influence our attitudes and beliefs. Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in the supermarket to people around the world to political policies. Typically, attitudes are favourable or unfavourable: positive or negative (Eagly & Chaiken, 1993). And, they have three components: an affective component (feelings), a behavioural component (the effect of the attitude on behaviour), and a cognitive component (belief and knowledge) (Rosenberg & Hovland, 1960).
For example, you may hold a positive attitude toward recycling. This attitude should result in positive feelings toward recycling (such as “It makes me feel good to recycle” or “I enjoy knowing that I make a small difference in reducing the amount of waste that ends up in landfills”). Certainly, this attitude should be reflected in our behaviour: You actually recycle as often as you can. Finally, this attitude will be reflected in favourable thoughts (for example, “Recycling is good for the environment” or “Recycling is the responsible thing to do”).
Our attitudes and beliefs are not only influenced by external forces, but also by internal influences that we control. Like our behaviour, our attitudes and thoughts are not always changed by situational pressures, but they can be consciously changed by our own free will. In this section we discuss the conditions under which we would want to change our own attitudes and beliefs.
What is Cognitive Dissonance?
Social psychologists have documented that feeling good about ourselves and maintaining positive self-esteem is a powerful motivator of human behaviour (Tavris & Aronson, 2008). In the United States, members of the predominant culture typically think very highly of themselves and view themselves as good people who are above average on many desirable traits (Ehrlinger, Gilovich, & Ross, 2005). Often, our behaviour, attitudes, and beliefs are affected when we experience a threat to our self-esteem or positive self-image. Psychologist Leon Festinger (1957) defined cognitive dissonance as psychological discomfort arising from holding two or more inconsistent attitudes, behaviours, or cognitions (thoughts, beliefs, or opinions). Festinger’s theory of cognitive dissonance states that when we experience a conflict in our behaviours, attitudes, or beliefs that runs counter to our positive self-perceptions, we experience psychological discomfort (dissonance). For example, if you beli