Learning Objectives

After reading this chapter you should understand:

  • The four ways attitudes are formed: mere exposure, associative learning, self-perception and the functional approach
  • The five factors that determine when attitudes will be correlated with behaviour: specificity, time, self-awareness, accessibility and strength
  • What factors serve to predict behavioural intention
  • How attitudes can change via self-perception or cognitive dissonance
  • External pressures that can influence our attitudes, and the factors that influence the effectiveness of these external pressures