Section 1 discusses how our attitudes develop. Attitudes
are the result of conditioning, observational learning, and
cognitive evaluation. The culture in which you grew up, the
people who raised you, and those with whom you associate all
shape your attitudes. This section explains how attitudes
serve as guidelines for interpreting and categorizing people,
objects, and events.
Section 2 discusses how attitudes change. Compliance,
identification, and internalization describe the three main
processes involved in forming or changing attitudes. Cognitive
dissonance, the conflict people feel when they experience
contradictory ideas, can provoke changes in attitudes because
people need to make their thoughts fit together logically.
Counterattitudinal behavior and self-fulfilling prophecy are
terms that describe ways in which people's actions can affect
their attitudes. This section explains how prejudice is strengthened
and maintained by the existence of roles and stereotypes.
Section 3 is about how people attempt to use persuasion
to influence attitudes. The way that a message is evaluated
depends upon the message itself, the source of the message,
the channel through which it is delivered, and the audience
that receives it. Based on their delivery, messages can persuade
with logic (central route processing) or their emotional appeal
(peripheral route processing). The most effective messages
combine emotional appeal with factual information and argument.
This section details some persuasion strategies including
the foot-in-the-door technique, the door-in-the-face technique,
and brainwashing.
