There are many theories explaining attitude changes. We will discuss only two of these. Firstly the ‘Consistency Theory’ of Festlinger.(1957) and secondly the ‘Self-Perception Theory’ of Bem.(1967)

WHAT ARE OUR ATTITUDES AND BELIEFS.

There are many theories explaining attitude changes. We will discuss only two of these. Firstly the ‘Consistency Theory’ of Festinger.(1957) and secondly the ‘Self-Perception Theory’ of Bem.(1967)

‘Attitude’ has many definitions. Bem (1970) says “Attitudes are likes and dislikes”. Mednick et al.(1975) (cited in Gross,1994) states that, “Attitude is a predisposition to act in a certain way towards some aspect of ones environment, and to other people”.

Secord & Backman (1964) (cited in Gross,1994) describe three component parts to attitude i.e.:-

COGNITIVE - Our beliefs in, and, our knowledge of the attitude object.

AFFECTIVE - Our values about the attitude object. (evaluation/reflection).

BEHAVIOUR - How we respond to the other two components.

Consistency between the above three is assumed by most research papers. Normally we strive to maintain a consistency between our beliefs and values and thus our behavioural patterns that we think are related to each other. When our behaviour changes out of line with our beliefs and values we feel a varying state of discomfort. Festingers (1957) ‘Consistency Theory’ calls this state ‘Dissonance’. When we try to re-balance this discomfort we may alter our beliefs and values to reach conformity and peace, which Festinger calls ‘Consonance’. Thus our attitude is our response to our beliefs and values.(which may be coloured by freedom of choice and/or low incentive).

Festinger & Carlsmith (1959), (cited in Cardwell, 1994) carried out the famous 1$,/20$ experiment which showed that the lower paid group of people who at first showed dissonance moved to consonance by changing their attitude to the task. The higher paid group remained in consonance (having no reason to change). Many other researchers have also demonstrated experiments to substantiate the above. Brehm & Cohen (1962), (cited in Bem 1970) carried out the ‘Yale Experiment’ whereby students where asked to write an essay against their beliefs (about police riots). The students paid the lowest moved from dissonance to consonance and actually altered their attitudes. Another experimenter Aronson et. al. (1963) using varying degrees of threats against 4yr olds concerning toy selection where able to demonstrate movement from dissonance to consonance.

Bem (1970) proposed his theory of ‘Self-Perception’ with regards to attitude when he stated that. “We find that our own internal states, such as emotions and attitudes are the same way we learn to attribute feelings and attitudes - by observation”. He also states “That there is no evidence that we have an internal need for consistency”, and that, “We use the behaviour of an individual as a guide for inferring our beliefs and attitudes, taking into account the circumstances that appear to be responsible for our behaviour”. (The use of a film star/housewife to advertise a soap product shows that we tend to believe the housewife because of the smaller payment made to her). Thus Bem (1970) proposes “That the smaller the sum of money paid to a communicator, the more we are likely to infer that he holds the attitudes he is proclaiming”.

When evaluating these two theories, Festingers theory generates a lot of data, is more precise, and open to experimental testing. Against this is the fact that it’s more difficult to make predictions, and it’s open to alternative interpretations. As most of the research has been done in the western hemisphere, it is not always applicable to other cultures, i.e. Japanese to whom dissonance is acceptable as a desirable trait. Cooper & Fazio (1984) (cited in Cardwell,1994) states that the theory exists only as a ‘Hypothetical Construct’. Bems theory like Festingers also relies a lot on inference, i.e. the fact that, the subjects could have identified their attitudes from their behaviour is no proof that they actually did.

In conclusion, I was profoundly impressed with Festingers theory. It relates a lot to how my attitudes are indeed changed by modification of my values and beliefs. Finally, using vertical and horizontal integration I can now construct an explanation of my attitude change, and change my attitude without a feeling of guilt

REFERENCES:-

Aronson,E. & Carlsmith,J. (1963). “Severity of threat on the devaluation of forbidden behaviour”. Journal Social Psychology. 6 P 584-8.

Bem,D. (1970) Beliefs, Attitudes, & Human Affairs. Brookes Pub. P14,57-9.

Brehm & Cohen,(1962). (cited in Bem,D. 1970) Beliefs, attitudes, & Human Affairs. Brookes Pub. P54.

Cooper & Fazio (1984) (cited in Cardwell,D.1994) A-Level Psychology. Longmans Pub. P 90.

Festinger,L. (1957) Theory of Cognitive Dissonance. Harper & Rowe.

Festinger & Carlsmith (1957). (cited in Cardwell,D.1994). A-Level Psychology. Longmans Pub. P 90.

Mednick et al. (1975). (cited in Gross,R. 1992) Psychology. 2nd Ed. Hodder & Stoughton. P 515.

Secord & Backman (1964). (cited in Gross,R. 1992). Psychology 2nd. Ed. Hodder & Stoughton. P 514.

BIBLIOGRAPHY:-

Aronson, E. The Social Animal. 8th. Ed. Freeman Press. 1995.

Bem,D. Beliefs, Attitudes, & Human Affairs. Brookes Pub. 1970.

Cardwell,D. A-Level Psychology. Longmans Press. 1994.

Greene,J Basic Cognitive Processes. Open Univ. Press. 1984.

Gross,R. Psychology, 2nd. Ed. Hodder & Stoughton 1992.

Reitman,W. Cognition & Thought. John Wiley. 1965.