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Publicado: 14 Noviembre 2023

We, psychologists, often feel fascinated by one of the most profound and universal aspects of the human experience: our attitudes. From the seemingly mundane—like a preference for coffee over tea—to the deeply impactful, such as political beliefs or social biases, our attitudes are powerful. They shape how we see the world, influence our decisions, and, often, they define our interactions with others. But what are attitudes, exactly? And perhaps more intriguingly, why do they change? How attitudes can change?

What Are Attitudes?

At their core, attitudes are defined as a settled way of thinking or feeling about something. They aren’t fleeting thoughts or random opinions; rather, they are well-organized and consistent predispositions. These predispositions influence how we react to people, ideas, objects, and events. Attitudes are generally categorized as positive, negative, or neutral. They are complex and can be directed toward a broad range of targets—from individual people to larger abstract concepts, like justice or freedom.

"An attitude is essentially a lens through which we view the world. It’s like a pair of glasses we wear every day, often without even realizing it."

Attitudes can be so ingrained that they feel like second nature, and yet, they are malleable under certain conditions. This brings us to a deeper question: how do psychologists, with their tools and theories, understand and define attitudes?

How Psychologists Define Attitudes

Psychologists define attitudes as evaluative statements that involve emotional, behavioral, and cognitive components. Let’s unpack these three components, often referred to as the ABC model of attitudes:

1. Affective Component

This is the emotional reaction we have toward a subject. It encompasses the feelings or emotions associated with the attitude object. For instance, if you feel warm and happy at the thought of spending time with your family, that positive emotion forms part of your attitude toward family.

2. Behavioral Component

This component reflects the way an attitude influences how we behave or act. For example, if you have a positive attitude toward environmental conservation, you might choose to recycle regularly, purchase eco-friendly products, or engage in advocacy.

3. Cognitive Component

The cognitive component refers to the beliefs or thoughts we have about an object. If you believe that exercising is essential for health, this belief forms part of your attitude toward physical fitness. The cognitive component often involves reasoning and knowledge that supports the affective and behavioral aspects.

These three components create a comprehensive view of attitudes as both inner feelings and beliefs and outward expressions in behavior. Now, let’s delve into how these attitudes form in the first place.

How Do Attitudes Form?

Understanding attitude formation is essential because it sheds light on why we think and feel the way we do—and why our attitudes might change over time. There are several key factors that influence the formation of attitudes:

1. Socialization

Much of our attitude formation happens through socialization. From a young age, we are surrounded by family, peers, and cultural norms that shape our perspectives. Parents, for example, often impart attitudes toward religion, education, or societal roles. As we grow, these attitudes may either be reinforced or challenged by new social interactions.

2. Personal Experience

Direct experiences can also form attitudes. For instance, if someone has a positive experience with a particular product or brand, they may develop a favorable attitude toward it. Similarly, negative experiences can create aversions or dislikes. Personal experiences are particularly impactful in shaping strong, long-lasting attitudes because they are grounded in firsthand knowledge and emotions.

3. Media and Influence

We live in a world where media plays a pervasive role. Advertisements, movies, social media, and news all communicate messages that can influence our attitudes. Media doesn’t just provide information; it often evokes emotions and can subtly shift our views, sometimes without us even realizing it.

4. Cognitive Consistency

Humans naturally seek cognitive consistency, meaning we prefer our beliefs, emotions, and actions to align. When faced with information that conflicts with an existing attitude, we often experience discomfort, or cognitive dissonance, which can lead us to change our attitude to reduce this discomfort.

All these factors work together to form our attitudes in ways that are sometimes predictable, sometimes surprising. But just as attitudes can form, they can also change. Let’s explore why that happens.

Why Do Attitudes Change?

How attitudes can change? Attitudes are not fixed; they are dynamic and can shift over time. Changes in attitudes may happen gradually or as a result of specific events. Psychological theories offer valuable insights into why and how these changes occur.

1. Cognitive Dissonance Theory

One of the foundational theories in psychology is cognitive dissonance theory, developed by psychologist Leon Festinger in the 1950s. According to this theory, when there is an inconsistency between our beliefs and actions, we experience psychological discomfort or dissonance. This discomfort often motivates us to change either our behavior or beliefs to restore balance.

For example, a person who values health but smokes may experience dissonance due to the conflict between their belief and behavior. To reduce this discomfort, they might quit smoking or convince themselves that smoking “isn’t that harmful.” Dissonance, thus, is a powerful force that can drive attitude change.

2. Social Influence and Persuasion

Attitudes are also susceptible to social influence. Studies in social psychology, such as those by Solomon Asch and Stanley Milgram, demonstrate that people often conform to the opinions or behaviors of others. Persuasive communication, whether from friends, authority figures, or even advertisements, can shift attitudes. A highly credible source, a strong argument, and the right emotional appeal are all components that make persuasive messages more effective.

3. Elaboration Likelihood Model (ELM)

The Elaboration Likelihood Model (ELM), proposed by Richard Petty and John Cacioppo, suggests that there are two main routes to attitude change: the central route and the peripheral route. The central route involves thoughtful consideration of the arguments presented and leads to enduring attitude change. The peripheral route relies on superficial cues, such as the attractiveness of the speaker, and often leads to more temporary shifts.

For instance, a public service announcement that provides in-depth statistics and logical reasoning about the benefits of vaccination targets the central route. Conversely, a commercial that uses an attractive celebrity to endorse a product is tapping into the peripheral route.

4. Self-Perception Theory

Another intriguing perspective comes from self-perception theory, proposed by psychologist Daryl Bem. This theory suggests that individuals often infer their own attitudes by observing their behaviors, especially when they lack strong pre-existing beliefs. For example, if someone finds themselves volunteering frequently, they may conclude, “I must enjoy helping others.” This shift in self-perception can lead to genuine attitude change.

5. Exposure and Familiarity

The mere exposure effect is a phenomenon where repeated exposure to a stimulus increases our preference for it. This explains why people often develop positive attitudes toward things they encounter regularly, whether it’s a familiar brand or a popular song. Familiarity breeds comfort, and comfort can subtly shift attitudes from neutral or even negative to positive.

The Human Side of Attitude Change

At its heart, the psychology of attitude change is a reminder of our human complexity. Attitudes reflect our experiences, values, and identities, and changes in them are not simply logical; they are deeply emotional and often social. People’s attitudes can shift as they encounter life’s changes—moving to a new city, going through personal challenges, or forming new relationships. These shifts are part of the journey of growth and adaptation, unique to each person.

Understanding how and why attitudes change not only enriches our understanding of ourselves but also fosters empathy. When we recognize that attitudes are fluid and shaped by a variety of experiences, we can approach others with a more open mind, knowing that their beliefs and behaviors are part of a much larger personal narrative.

Embracing Change and Growth

Ultimately, the ability of attitudes to change is what makes personal growth possible. Without the flexibility to adapt our views, we would remain trapped in outdated perceptions, unable to grow or connect with others who think differently. Attitude change allows us to evolve, to learn from our experiences, and to become more aligned with our values over time.

For therapists, educators, leaders, and everyday individuals, understanding how attitudes form and transform is crucial for fostering positive interactions, encouraging growth, and guiding constructive change. When we encourage open-mindedness, facilitate respectful dialogue, and nurture environments where people feel safe to re-evaluate their beliefs, we are creating space for meaningful and healthy attitude shifts.

It´s a powerful experience to see firsthand how transformative attitude change can be, not just for individuals, but for families, communities, and even larger societies. The power to reflect, reconsider, and ultimately reshape our attitudes gives us the potential to become our best selves. As we continue to learn more about the psychology of attitudes, we open up new possibilities for understanding ourselves and each other, moving toward a future where our attitudes not only reflect who we are but also who we are becoming.

Final Thoughts

Attitudes are complex, multifaceted, and deeply personal, yet they are also open to influence and change. They are an ever-evolving aspect of the human psyche, shaped by our interactions, experiences, and the broader social world we live in. Through insights from psychology, we gain a roadmap for understanding why we feel, believe, and act the way we do, and how we can guide these attitudes toward greater empathy, openness, and understanding.

So, the next time you find yourself holding onto a belief, pause and ask yourself, “Is this serving me? Could there be a new way to see this?” Because in the end, the capacity to change our attitudes is one of the most powerful tools we have for growth, connection, and self-discovery.

Leer más: How Attitudes Can Change: A Psychological Exploration

Detalles

Publicado: 13 Noviembre 2023

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