Practicing Success
Practicing Success
CUET Preparation Today
| The process of attitude change involves the modification or alteration of an individual's attitudes towards a person, object, idea, or situation. Attitude change can occur through various mechanisms and influences. One common method of attitude change is through persuasion. Persuasive communication, such as advertising, public speeches, or interpersonal discussions, aims to influence attitudes by presenting arguments, evidence, or emotional appeals. This can lead to a shift in an individual's beliefs, emotions, and subsequent attitude. Cognitive dissonance theory suggests that individuals strive to reduce inconsistency or discomfort between their attitudes and behaviors. When confronted with inconsistencies, people may adjust their attitudes to align with their actions, leading to attitude change. Overall, attitude change is a dynamic process influenced by persuasive communication, social influence, personal experiences, and the need for cognitive consistency. Understanding this process can aid in promoting positive attitude change and fostering greater acceptance and understanding among individuals. |
According to S.M. Mohsin's two-step concept of attitude change, the first step involves: |
Changing the source's behavior towards the attitude object. The target identifying with the source. The source showing positive feelings for the target. The target imitating the source's behavior. |
The target identifying with the source. |
According to Mohsin, attitude change unfolds in two distinct steps. In the first step, the target of change establishes identification with the source. The "target" refers to the individual whose attitude is the focus of change, while the "source" represents the person who seeks to influence this change. Identification occurs when the target develops liking and respect for the source, empathizing and attempting to understand their perspective. In turn, the source must hold a positive attitude towards the target, fostering mutual regard and attraction. In the second step, the source actively demonstrates an attitude change by modifying their behavior towards the attitude object. By observing this altered attitude and behavior from the source, the target undergoes a corresponding attitude change through their own behavior. This process resembles imitation or observational learning, where the target mirrors the source's changed attitude as a result of observing and modeling their behavior. Thus, the two-step process involves establishing identification between the source and target, followed by the target adopting the source's changed attitude through behavioral imitation. |
