Archive for March, 2008

Attitude is Everything

Comments as “you have a bad attitude! Do something about it” are more and more frequently heard in communication situations. If taking such a remark is uncomfortable enough, changing attitudes is more difficult because of the close connection between social attitude and status. The higher is social status, the harder become the attitude change process.

Since attitude is not native, but learned from different situations, anything that’s learned can be unlearned or changed in time. Psychologists have identified three main approaches to attitude change.

The cognitive one is based on changing the way people think about an attitude object by using information or persuasive communication to induce a dissonance between the old attitude and the new one. According to this assumption, we are capable of holding two contradictory beliefs as long as we are not aware of them. In the moment we become conscious, cognitive dissonance appears. (more…)