What are attitudes and how are they modified? The many opposing
theories to answer this question reflects not only the complexity
but also the importance of the field. A central concern of social
psychology, attitude change is also relevant to the study of human
behavior in general, and a matter of major significance to the
world outside the laboratory. Valid and useful theories of attitude
change are thus of far-reaching consequence. At the same time, the
richness and flexibility of attitude structures and the numerous
methodological problems involved in studying them make the
development of a definitive theory difficult, if not impossible.
For these reasons many explanations have been offered but none have
been greatly accepted.
The essays included here give voice to a broad sampling of these
competing viewpoints. For years attention has been directed mostly
to the individual's need to maintain harmony within him, and
several of the authors focus on this concept. Cognitive dissonance
theory is evaluated in particular detail. Ideas derived from other
areas of psychology and attitude change theories based on learning,
perception, and cognitive motivation are also well represented in
this volume.
In his introduction, Suedfeld evaluates these major approaches
as well as several less well-known alternatives. In weighing the
strengths and weaknesses of each system he considers the limits of
the applications of the various theories and the problems the
theorists face. This book will be welcomed in a variety of
undergraduate and graduate courses, and by scholars and educated
laymen seeking information on the current state of knowledge in
this field.
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