Attitude research has shifted from a narrow focus on micro-processes to a of how individuals evaluate their world. Broadly defined, an attitude is a summary evaluation of an "object of thought"—ranging from concrete items like a new restaurant to abstract concepts like equality. The Anatomy of an Attitude
Changing an established attitude is often more difficult than forming one, especially if the attitude is strong or long-held. Key theories explain how this shift happens:
Favorable or unfavorable encounters with an object shape immediate opinions.
Attitudes aren't innate; they are learned through various channels:
Gaining and analyzing information, such as reading a product review. Mechanisms of Attitude Change
Persuasion via surface cues, like a celebrity endorsement or a catchy jingle.
The way one intends to act or actually behaves toward the object (e.g., "I will buy this brand").