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Approaches to Attitude Change
Critically evaluate the main approaches social psychologists have proposed to explain attitude change
Social psychologists have proposed several approaches to explain attitude change, including cognitive dissonance theory, social influence theory, and the elaboration likelihood model. Each of these approaches offers a unique perspective on the factors that influence attitude change and has been supported by empirical research.
Cognitive dissonance theory suggests that people experience psychological discomfort, or cognitive dissonance, when their attitudes and behaviors are inconsistent. To reduce this discomfort, individuals may change their attitudes to align with their behavior. This theory has received significant support in numerous studies, but some critics have argued that it has limited explanatory power and that it cannot account for all instances of attitude change.
Social influence theory, on the other hand, proposes that attitudes can be influenced by social pressure from others. This theory suggests that people conform to group norms and adopt the attitudes of others in order to fit in and avoid rejection. Social influence theory has been supported by a wealth of research, including classic studies such as Asch's conformity experiments. However, critics have argued that this theory neglects the role of individual differences in personality and cognitive processes.
Finally, the elaboration likelihood model proposes that people can be persuaded through two different routes: the central route and the peripheral route. The central route involves careful consideration and evaluation of arguments, while the peripheral route relies on superficial cues such as the attractiveness or credibility of the person delivering the message. The elaboration likelihood model has been supported by a large body of research and offers a comprehensive explanation of the factors that influence attitude change. However, some critics have argued that the model oversimplifies the complex cognitive processes involved in attitude change and that it may not account for all instances of persuasion.
Overall, each of these approaches has its strengths and limitations, and researchers continue to explore the factors that influence attitude change from a variety of perspectives