Explain any two theories of attitude change.

1. Introduction to Theories of Attitude Change

Attitudes play a crucial role in shaping individuals' beliefs, behaviors, and perceptions of the world around them. Attitude change refers to the process by which individuals' attitudes are modified or altered over time. Several theories have been proposed to explain the mechanisms underlying attitude change, each offering insights into the factors that influence how and why attitudes change.

2. Cognitive Dissonance Theory

Cognitive dissonance theory, proposed by Leon Festinger, posits that individuals experience psychological discomfort or dissonance when they hold conflicting beliefs, attitudes, or behaviors. This discomfort motivates individuals to reduce or resolve the dissonance by modifying their attitudes or behaviors to restore consistency. Cognitive dissonance theory highlights the role of self-justification and rationalization in attitude change processes.

2.1. Basic Principles:
According to cognitive dissonance theory, individuals strive to maintain cognitive consistency by aligning their beliefs, attitudes, and behaviors. When faced with conflicting information or experiences that challenge their existing attitudes, individuals experience dissonance, leading to psychological discomfort. To reduce dissonance, individuals may engage in various cognitive strategies, such as changing their attitudes, altering their perceptions of the situation, or seeking out additional information that supports their existing beliefs.

2.2. Application:
Cognitive dissonance theory has been applied to various real-world contexts, including persuasion, attitude change, and decision-making. For example, in the context of persuasion, persuaders may induce cognitive dissonance by presenting information that contradicts individuals' existing attitudes, thereby motivating them to change their beliefs or behaviors to resolve the dissonance. Similarly, cognitive dissonance theory has been used to understand phenomena such as post-decisional regret and commitment, where individuals justify their choices to reduce dissonance.

3. Elaboration Likelihood Model (ELM)

The elaboration likelihood model (ELM), proposed by Richard E. Petty and John T. Cacioppo, suggests that attitude change can occur through two distinct routes: the central route and the peripheral route. The central route involves a systematic and thoughtful processing of persuasive messages, where individuals carefully evaluate the arguments and evidence presented. In contrast, the peripheral route involves a more superficial and heuristic processing of persuasive messages, where individuals rely on peripheral cues or superficial characteristics of the message, such as source attractiveness or message length.

3.1. Central Route Processing:
In central route processing, individuals are motivated and capable of engaging in careful scrutiny and analysis of persuasive messages. They evaluate the quality and strength of the arguments presented, weigh the evidence, and make informed judgments based on the merits of the message. Attitude change through the central route is likely to be enduring and resistant to counterarguments.

3.2. Peripheral Route Processing:
In peripheral route processing, individuals are less motivated or able to engage in systematic processing of persuasive messages. Instead, they rely on peripheral cues or superficial aspects of the message, such as the attractiveness of the source or the emotional appeal of the message. Attitude change through the peripheral route is more susceptible to influence from irrelevant factors and may be temporary or less enduring.

4. Conclusion

In conclusion, cognitive dissonance theory and the elaboration likelihood model are two influential theories that offer insights into the processes underlying attitude change. Cognitive dissonance theory highlights the role of cognitive consistency and self-justification in motivating attitude change, while the elaboration likelihood model emphasizes the importance of cognitive processing and message elaboration in determining the effectiveness of persuasive communication. By understanding these theories, researchers and practitioners can develop more effective strategies for promoting attitude change and persuasion in various contexts.