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Attitude change
Attitude change is also known as persuasion and this is achieved by judgmental processes. Attitude change (persuasion) occurs when a person has understood the message and chooses a side (position).Then the person compares the their position to the opposing position.

To change an attitude, first we must understand the audience’s attitudes. Then we will see how it relates to the audience’s judgment of the persuasive messages. It is also essential to judge how strongly a person supports their position. The next step is to shift the person's position in response to the argument made. A person adjusts an attitude once he or she has judged a new position to be in his or her favor. If someone judges that message to not be in their favor, they will also adjust their attitude. They will choose the opposite position from the one the don't favor.

Sometimes, an attitude change may be incidental. In the boomerang effect, an attitude changes in the opposite direction from what the message advocates—the listener is driven away from, rather than drawn to, an idea. This explains why often times fear appeals used in advertising do not work on the audience. As the threat perceived by the audience increases and the capacity to produce the desired effect is low, people will tend to do the opposite of what is advocated. Attitude change can also be influenced by immediate social environment. In the interpersonal domain, people tend to shift their attitudes to align with those of their significant others. The general picture of social influence thus remains one of conformity and alignment attitudes. A major implication of social judgment theory is that persuasion is difficult to accomplish. Successful persuasive messages are those that are targeted to the receiver’s latitude of acceptance and discrepant from the anchor position, so that the incoming information cannot be assimilated or contrasted. This suggests that even successful attempts at persuasion will yield only small changes in attitude.