Attitudes and persuasion

Abstract

Key Words attitude formation, attitude change, majority and minority influence, attitude strength, affect, attitude-behavior consistency ■ Abstract Study of attitudes and persuasion remains a defining characteristic of contemporary social psychology. This review outlines recent advances, with emphasis on the relevance of today’s work for perennial issues. We reiterate the distinction be-tween attitude formation and change, and show its relevance for persuasion. Single-and dual-process models are discussed, as are current views on dissonance theory. Majority and minority influence are scrutinized, with special emphasis on integrative theoreti-cal innovations. Attitude strength is considered, and its relevance to ambivalence and resistance documented. Affect, mood, and emotion effects are reviewed, especially as they pertain to fear arousal and (un)certainty. Finally, we discuss attitude-behavior con-sistency, perhaps the reason for our interest in attitudes in the first place, with emphasis on self-interest and the theory of planned behavior. Our review reflects the dynamism and the reach of the area, and suggests a sure and sometimes rapid accumulation of knowledge and understanding.