Thesis Abstract

Abstract
Attitudes play a crucial role in shaping individuals' perceptions, beliefs, and behaviors. This research project aims to evaluate the process of attitude formation and change, focusing on understanding the factors that influence the development and modification of attitudes. The study will explore the cognitive, affective, and behavioral components of attitudes and investigate how these components interact to form complex attitudes towards various objects, individuals, or ideas. The research will utilize a combination of quantitative and qualitative methods to examine attitude formation and change in different contexts. Surveys and questionnaires will be used to collect data on individuals' initial attitudes towards specific issues or topics, as well as their attitudes after exposure to persuasive communication or new information. In-depth interviews and focus groups will provide a deeper understanding of the underlying reasons for attitude formation and the mechanisms through which attitudes can be altered. One key aspect of the research will be to investigate the role of cognitive processes in attitude formation and change. Cognitive consistency theory and cognitive dissonance theory will be used to examine how individuals strive to maintain internal consistency in their beliefs and attitudes, and how they respond when faced with conflicting information or opinions. By understanding these cognitive processes, the research aims to identify effective strategies for promoting attitude change and reducing resistance to new ideas or perspectives. Furthermore, the project will explore the influence of social factors on attitude formation and change. Social identity theory and social influence theory will be employed to analyze how group memberships, social norms, and peer pressure can shape individuals' attitudes towards specific issues. The research will also consider the impact of cultural differences and societal values on attitude formation, highlighting the importance of context in shaping attitudes and behaviors. Overall, this research project seeks to contribute to a better understanding of how attitudes are formed and how they can be changed. By investigating the cognitive, affective, and social factors that influence attitudes, the study aims to provide valuable insights for policymakers, marketers, educators, and individuals seeking to promote positive attitude change in various settings. The findings of this research have the potential to inform the development of more effective strategies for influencing attitudes and behaviors, ultimately leading to positive societal change.

Thesis Overview

INTRODUCTION

Attitude is an enduring organization of motivational, emotional, perceptual and cognitive process with respect to some aspect of our environment. It is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object. Thus an attitude is the way we think, feel and act toward some aspect of our environment such as a retail store, television program or product.

In another words, an attitude is how positive or negative, favorable or unfavorable or pro or con a person feels toward an object. This definition views attitude as a feeling or an evaluative reaction to object. Attitude may also be defined as an enduring organization of motivational, perceptual and cognitive process with respect to some aspect of the individual’s world. This views attitude as being made up of three components; the cognitive or knowledge component, the affective or emotional component and the cognitive or behavioral tendency component.