# 03 - Why do attitudes change

# Why do attitudes change?

© SPMM Course 
1. Attitudes 
Attitudes are “learned predispositions to respond in a consistently favourable or unfavourable 
way towards a given object, person or event” (Fishbein & Ajzen,1975). 
An attitude is a combination of beliefs and values. 
 Beliefs are based on our knowledge of the world and link an object to an attribute. They 
are non-evaluative and objective e.g. ‘USA is a nation built on capitalism’. 
 Values relate to the importance or desirability of the object. It is largely subjective and has 
preferential patterns attached e.g. ‘I do not like capitalism’. Values can turn beliefs to 
attitudes – ‘I dislike American people’. 
Three-component model of attitudes: 
1. Affective component: what the person feels about the object (favourable/ unfavourable 
evaluations) – e.g. I love chocolate 
2. Cognitive component: thoughts, beliefs, knowledge about the object – e.g. Chocolate 
keeps me active 
3. Behavioural component: actual or intended responses to the object e.g. I eat chocolate 
every day 
Functions of attitudes: (Katz) 
 Knowledge function: attitudes are frames of reference that simplify the world, help make 
quick appraisals of situations 
 Value expressive function: reflect fundamental self-concepts – self-expressive and 
maintains personal integrity e.g. vegetarianism 
 Social adjustment function: help to function in a group setting, social acceptance 
 Ego-defensive function protects from character or personal deficiencies – this function 
makes attitudes very resistant to change 
Why do attitudes change? 
1. Cognitive dissonance theory: (Festinger) 
People strive for consistency between thoughts, feelings and actions. If there is a discrepancy 
between different attitudes (cognitive dissonance) or between attitudes and behaviours 
(attitude-behaviour discrepancy), then this initiates and drives either a change in attitudes (more 
common) or a change in behaviours.