The process of attitude change involves various steps and influences that can lead individuals to modify their attitudes. One common process is through the presentation of persuasive messages. For example, a person's attitude towards a particular brand can be influenced by advertising campaigns that highlight the brand's positive attributes and benefits. The use of emotional appeals, credible testimonials, or logical arguments can sway an individual's attitude towards a product or idea. Social influence also plays a significant role in attitude change. People tend to conform to the attitudes of those around them. For instance, an individual may adopt the political views of their social group or adjust their attitudes towards certain issues based on the opinions of influential figures. Personal experiences can be catalysts for attitude change as well. Direct interactions with people or situations can challenge preexisting beliefs and lead to shifts in attitudes. For example, meeting someone from a different cultural background can challenge stereotypes and foster more positive attitudes towards diversity. Cognitive dissonance theory also explains attitude change. When individuals experience a conflict between their attitudes and behaviors, they may adjust their attitudes to reduce the discomfort. For instance, if someone holds a negative attitude towards exercise but begins to enjoy a particular physical activity and engages in it regularly, they may experience a shift in their attitude towards exercise.

According to the concept of balance, attitudes change in the direction of:

Dissonance Inconsistency Consonance Affective alignment

Consonance

According to the concept of balance, attitudes change in the direction of consonance, as it resolves the state of imbalance.