Attitude Change


Attitudes are general evaluations of objects, ideas, and people one encounters throughout one’s life (e.g., “capital punishment is bad”). Attitudes are important because they can guide thought, behaviour, and feelings. Attitude change occurs anytime an attitude is modified. We come across many new experiences and information which shape or change our existing attitude towards an object. For example, if a student has a negative attitude towards the use of the internet but with the passage of time, his attitude towards the use of the internet may become positive if he comes to know the benefits of using the internet for academics. Thus, change occurs when a person goes from being positive to negative, from slightly positive to very positive, or from having no attitude to having one.

"Attitude change is defined as the process of alteration or modification in the existing attitude towards an object".

Attitude change is of two types:

1.     Congruent change: It is a type of attitude change where the existing attitude changes in the same direction. The existing attitude is further strengthened towards an object - e.g., a positive attitude becomes more positive, and a negative attitude becomes more negative. For example, a person has a positive attitude towards gym exercises because he thinks it would give a muscular shape to his body. If at some point in life, he realizes that in addition to shaping the body, gym exercises have also general health benefits (such as that it is also good for heart and brain health), his liking for gym exercise increases further and he starts to give more time to gym exercises. Here the positive attitude became more positive. This is called congruent attitude change.

2.     Incongruent change: It is a type of attitude change wherein the attitude changes in the opposite direction to the existing attitude - e.g. a positive attitude becomes a negative attitude, or a negative attitude becomes a positive attitude. For example, a vegetarian person has a negative attitude towards beef consumption and avoids eating beef. If this person at some point in life comes to know that beef is a good source of protein which essential for health, he may develop a positive attitude towards beef consumption and start eating it. This means the attitude changed in opposite direction such as a negative attitude turned into a positive attitude. This type of attitude is called incongruent attitude change.

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